Campaign Strategy: Our campaign strategy has changed with time. We started out by targeting free BJJ classes on Google locally, before expanding our keyword pool into focused ad groups and ad sets targeting beginners, kids and advanced adults to extend our reach further, and deliver ads to a greater number of relevant users who then converted into new pupils.

Content Optimisation: To assist with ad rank, quality score and decrease cost per click on Google Ads, we created a number of landing pages to add into the Total BJJ site. These were optimised for the keywords used in our campaigns. On Meta, we also created a number of variations of branded free sign up graphics to a/b test which creative type worked best on our campaigns. Through application of new creatives and new landing pages – conversion rate increased from an average 8% to 12%.

Additional Channels: At the 5 month mark, due to our ever-improving results on Google Ads, the client approached us to trial a smaller, low budget Meta campaign to drive free class sign ups. In the first month we drove 20 enquiries at an average £12 per sign up.