Goals
A martial arts dojo located in South Florida redesigned its website and needed to drive more foot traffic to its business, as well as lead generation through form submissions and phone calls to accelerate new client onboarding. The client had existing Google and Facebook Ads campaigns but needed a re-evaluation of creative, budget spend, and targeting to maximize performance.
Strategy
To set the foundation of the client’s paid media, I set up new custom events and conversions on GA4 to track important KPIs and ran an audit of their Google and Facebook Ads accounts. With the client, we collaboratively created new media for paid search and social ad campaigns targeting multiple audience segments for maximum competitive reach and engagement. I also implemented a Google Ads Performance Max campaign so the client could leverage all available Google Ads inventory to drive local lead generation.
Results
Over the course of 5 months, I increased inbound leads by 72% and lowered the cost per lead by 71%. I also worked closely with the client on lead value attribution, which helped establish a ROAS and increased the total value of PPC leads by over 300%.
