Case study
Tewkesbury Martial Arts
374 membership inquiries at a 31.27% conversion rate
- Industry
- Martial Arts / Local Gym
- Timeframe
- Oct 2023 – Mar 2024
- Services
- Google Ads
Outcomes
Key results
374
Membership inquiries
£5.32
Cost per lead
31.27%
Conversion rate
What the Brand Was Facing
Tewkesbury Martial Arts needed consistent membership inquiries from its local area, Tewkesbury and the surrounding region, without wasting budget on broad fitness searches unlikely to convert into paying members.
What We Did to Fix It
We kept the campaign deliberately narrow, targeting high-intent keywords. We built tight, single-theme ad groups specifically around local martial arts and kickboxing searches. We applied exact and phrase match targeting, conducted continuous search-term cleanup, and added negative keywords to ensure the ads only reached people actively looking for a gym nearby. We ran weekly optimization passes and created responsive search ads with a full set of extensions to keep performance climbing.
What They Achieved With Us
From Oct 2023 to Mar 2024, we generated 374 membership inquiries at a £5.32 cost per lead, a 31.27% conversion rate, and a 9.78% CTR. A 31% conversion rate is exceptional for any local service business, and it came directly from that narrow focus; the cost of acquiring a new member landed at a fraction of their lifetime membership value.
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