Case Study: Axis Fitness + Training How Axis Fitness Boosted Lead Conversions by 45% Through Data-Driven Digital Marketing and Automation

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Overview

Axis Fitness sought to improve its lead generation, increase membership sign-ups, and enhance customer engagement across its digital platforms. They wanted to streamline their marketing efforts to focus on building brand awareness while targeting specific fitness-related audiences. The goal was to maintain top rankings in local search results, increase conversions from digital ads, and automate customer workflows to improve lead nurturing.

Axis Fitness + Training

Industry: Fitness & Training

Location: North Carolina

Size: Medium-sized multi-location gym

Services Provided
  • Google Ads Management
  • Facebook Ads Campaigns
  • SEO Optimization
  • Social Media Management
  • Email Marketing
  • Workflow Automation (Lead Nurture, Appointment Confirmations, etc.)
Company Bio

Axis Fitness + Training is a dynamic gym offering 24/7 fitness solutions across multiple locations. They specialize in group training, personal coaching, and a range of fitness services designed to cater to all levels of fitness enthusiasts. Their mission is to create a supportive community that empowers individuals to achieve their fitness goals.

The Challenge

  1. Low Lead Conversions: While Axis Fitness had steady traffic, their lead conversion rates were below expectations across their locations.
  2. Manual Processes: The client relied heavily on manual follow-ups, which led to inefficiencies in nurturing leads.
  3. Ad Spend Optimization: Axis Fitness wanted better ROI from their paid advertising efforts but struggled with high CPC and low conversions.
  4. Brand Awareness: With several fitness centers, they needed a unified approach to maintain brand consistency while driving individual location performance.

The Approach

  • Data-Driven Google Ads Campaigns: We performed keyword maintenance and strategic adjustments to improve CPC, targeting keywords specific to Axis's locations and services.
  • Social Media Ads: We created engaging Facebook and Instagram ads, testing new headline variations and launching location-specific campaigns like the "Summer Student Special" and "Youth Performance Ads" to attract younger audiences.
  • SEO: Comprehensive SEO efforts were implemented, focusing on keyword ranking improvements, health checks, and localized targeting.
  • Lead Nurture Automation: We automated essential workflows for lead nurturing, appointment confirmations, reminders, no-show follow-ups, and re-engagement campaigns.
  • Content Creation: We designed and scheduled monthly content for social media and email campaigns to maintain consistent engagement.

The Solution

We developed an integrated marketing strategy combining paid search, social media ads, email campaigns, and automation workflows:

  • Lead Nurture Automation: Created automated workflows for new leads, appointment confirmations, and no-shows, which significantly reduced the need for manual follow-ups.
  • SEO Improvements: Tracked and optimized local keyword rankings for all gym locations, maintaining top positions on key fitness terms.
  • Social Ad Campaigns: Ran successful campaigns like "What It's Like to Train at Axis" and the "Summer Student Special," optimizing ad spend for better cost-per-lead ratios.
  • Google Ads Management: Refined the targeting strategy for multiple locations, improving click-through rates and reducing the cost-per-click.

The Results

  • 45% increase in lead conversions across all locations in a six-month period.
  • 10% reduction in average cost-per-click (CPC) for Google Ads, leading to more efficient ad spending.
  • Top 3 local search rankings for all major fitness-related keywords across multiple gym locations.
  • Successful re-engagement of inactive leads through targeted email and SMS automation, increasing appointments by 20%.

Key Performance Indicator's

Google Ads Conversion Rate

Increased by 17%, with a conversion rate of 14% on location-based ads

Facebook Ads Reach

Improved by 80%, with total impressions reaching over 26,715 for branding and seasonal specials​

SEO Rankings

Achieved and maintained top positions (1st-3rd) for over 60 high-value keywords across Wilmington, Hampstead, and Wrightsville Beach

Lead Automation Success

Automated workflows contributed to a 30% improvement in appointment setting, reducing manual processes and increasing efficiency

About DesignLoud

We believe in operating with transparency and integrity (our moms raised us right). And we work with you to make sure you have the tools and knowledge you need to grow your business and meet your objectives. We’re not your ‘smoke and mirrors’ type of agency; performing mystical acts of SEO and PPC in a dark room somewhere. And we won’t overwhelm you with a bunch of tech-speak and expect you to know what we’re saying. Instead, we uncomplicate things. And make your online life easy.

So you can do better things with your time. Your website will be beautifully designed and completely optimized to meet your objectives. But, you’ll also have insight into our methods - we’ll explain why certain things work, and we’ll answer your questions.

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