Genesis Health and Fitness
Genesis is a leading gym in Australia commencing as a Health and Fitness Club in Ringwood, Victoria in 1997 offering health and fitness classes, Genesis has now developed into one of Australia’s premier fitness organisations, bringing to life real fitness communities. 100% Australian owned and run by real people, Genesis is dedicated to providing a space that you feel welcomed at each and every time you visit and pass no judgement on whether that’s once a fortnight or five days a week. We’re just here to help you reach your goals!
Genesis believes your fitness solution is as unique as you, which is why they have a range of options. From personal training to small group personal training and group fitness, as well as individual or team challenges and training programs, you can discover, create or refresh your fitness goals to attain strength, fitness, weight loss or wellness.
We were engaged by Belgravia Health and Fitness (Genesis’ parent company) to audit and fix their Google Ads to change the conversion from a national level to a club basis. In other words, they wanted to change the conversions to happen at a club level instead of at a national level.
The first step was to get an understanding of the requirements and what success looks like for them. This was accomplished via account audits and a one-hour kick-off meeting. Following this, the campaign was mapped out and sent off for approval.
After the initial campaign build, we started optimising to craft the campaign to only target key demographics that would likely convert. This mapping and build process took place over a six week period.
By implementing a new strategy focusing on correct messaging and targeting focused on a local level we were able to switch the activity so that 80% of the conversion came through local campaigns with the remainder coming from the national campaign.
This was accomplished by utilizing negative on all local terms in the national accounts, this stopped cannibalization, whilst moving all campaigns over to a Single Keyword Ad Group (SKAG) Structure.
This allowed for over 1000 conversions per month to hit the account with 80% of these being to the local club and 20% coming from the national account.