Google Ads for gyms: 12 tips for success

When you know how to use Google Ads for gyms, you can unlock huge revenue for your business. This article will introduce you to some key basics.

When history’s first recorded gymnasiums popped up in ancient Persia, the warriors that trained there probably weren’t thinking about how popular gyms would become some 3,000 years later.

Yet here we are.

Health and fitness is a notoriously competitive industry. But in a vertical worth £1.8bn per year in the UK alone, there’s still plenty of growth opportunities for good businesses with a strong message. There’s no reason yours shouldn’t be one of them.

Here are some tips for using Google Ads for gyms to reach out to – and win – new customers. Get it right and it’s no overstatement to say that you could transform your business revenue. 

Sweet gains indeed.

How would you like hundreds of new customer registrations every month…?

Before we begin, we should explain. Paid media is what we do – day in, day out. And Google Ads for gyms is an area we specialise in. 

In fact our expertise generated hundreds of new customer registrations per month for The Boxing House. Ask for a free proposal and let us lay out a plan revealing what you could expect within three months of working with us. We may even be able to cover your ad spend.

The Adbetter team are incredibly knowledgeable, very responsive, and true partners. In our first conversation, I was so impressed with their command of KPIs and statistics; they truly get the client’s POV. They are business-minded, which is oh-so-rare in this industry. They have designed (and implemented) an excellent digital marketing & lead generation strategy for us that is paying off in spades. Highly recommend!

Manya Klempner, Founder, The Boxing House

1. Learn the difference between demand capture v demand generation

Google Ads for gyms can give you a lot of flexibility as a marketer. The search giant is a vehicle for both generating demand (making people aware of your services) and capturing demand (getting your business in front of people at the moment they are searching for services that you provide).

It all comes down to the keywords you target. A simple example: someone searching for ‘weight loss tips’ isn’t expressing any intent to join a gym. But you have an opportunity to generate demand for your gym by raising awareness about the weight loss benefits of regular exercise.

Contrast that with someone searching for ‘spin classes in Islington’. Here we have someone who is showing clear intent to join a spin class. Your ad and landing page is about capturing that demand – and getting this person into your gym’s spin class.

You can go a long way with Google Ads for gyms simply by learning how to align your campaigns – and your ad spend – with the assumed intent of the keywords you are bidding for.

2. Location targeting matters

If your gym is based in York, there’s very little point targeting people in Yeovil. With Google you can set your ad campaign to be shown only in certain locations.

Obviously it’s a no brainer to make sure your ad is displaying in the town or city where your gym is located. But be mindful of the fact that people don’t always pick a gym where they live, but where they work.

Let’s say your gym is based in Canary Wharf. You could get results by targeting affluent towns and villages within commuting distance of the city – such as Cheshunt, Ryarsh or Wigginton.

3. Strap in for the long game

“Next month I must start going to the gym again.” There’s a certain psychology about gym membership. People are reluctant to leave gyms, even if they’re not attending. Giving up on their membership is perceived to be incongruous with their ultimate aim of getting in shape. It doesn’t matter that life continues to get in the way. They don’t want to give up on their goal.

So before you begin your endeavours with Google Ads for gyms, get your mindset right. You have to go into this thinking not about quick revenue, but the lifetime value of a new customer. 

Around 50% of new members cancel their membership within the first six months. But beyond that, research shows that memberships last an average of 4.7 years.

4. Know your numbers

When you’re playing the long game, you need to know your numbers. You will likely have to pay more to acquire new customers than they initially bring you in revenue. It may even take a few months to break even.

Calculating what you’re comfortable spending to acquire a new customer requires knowing your average customer value, your lead conversion rate and so on.

A crude example: each new customer lead costs you £15, and you convert these leads to paying customers at 10%. That means each new member acquired through Google ads for gyms costs £150.

That may mean a few months of losses. You need to decide where your comfort level is. You need to focus on getting your ads and sales funnel optimised. And you need to have faith in the process.

Like we said, it’s a long game. One that requires a commercial head as well as a creative one. Remember: you’re buying future revenue, not clicks.

5. Think about the time of year

It’s worth taking a moment to align your expectations with the time of year in which you’re advertising. For example, January is likely to bring high conversion rates, but also high churn rates as people eagerly make – and swiftly break – New Year’s resolutions to ‘get in shape’. 

Early spring is likely to attract a greater proportion of customers worth having as people seek to get fit for summer.  

6. Specific or generic? Let data be your guide.

There’s always a degree of experimentation associated with Google Ads for gyms – particularly when you’re just starting out. Explore different types of keywords and keep an eye on your data to see what gets results.

For instance you could test two campaigns against one another: the first with a very targeted keyword such as “boxfit in Digbeth”, the other associated with a more general phrase such as “gyms in Birmingham”.

In most cases, specificity tends to outperform more generic campaigns. But always be led by your ad performance data.

7. Be clear about your ambitions

What are you actually looking to achieve from your Google Ads for gyms campaign? So many businesses throw money at PPC advertising without really zeroing in on the result they’re looking for.

For example, if you are trying to get more footfall in your gym, you should probably promote the range of classes that are included with membership of your gym. But if it’s more revenue you’re chasing, you may be better off promoting one-to-one sessions with your personal trainers.

Always remember to balance the cost of bidding on a keyword with the potential value of conversion. Risk and reward.

8. Utilise lookalike segments to find the right people

We’re going to go out on a limb and assume you already have some existing customers. Or at least some website visitors. With Google Ads for gyms you can use your existing customer data as ‘seed’ data to create a lookalike segment.

It’s a nifty feature that you should definitely consider using. Essentially Google will find commonalities among your existing customers and use them to serve your ads to new people who have similar attributes.

With the right audience tracking in place, you can also find lookalike audiences to run PPC campaigns across other paid media channels – such as Facebook, Instagram and TikTok.

9. Consider what happens after the click

When you’re paying for the click, it makes sense to think carefully about where that click goes. Each of your ad campaigns should link to a specific landing page. Landing page design is a specialist subject in its own right. But here’s a quick summary of some key considerations.

• Design and copywriting. Your landing page should feel like a continuation of the ad your visitor clicked. Your design should be optimised for mobile and feature a compelling proposition above the fold.
• Create a closed journey. Single-mindedness is a strength when it comes to landing pages. Limit navigation options and stay focused on one clear call to action.
• Utilise social proof and trust signals. Testimonials from previous (or current) clientele will help to build interest in your facilities. If applicable, utilise trust signals such as industry accreditations, PT qualifications or awards.
• Capture data. The main aim of a landing page is to gather information on your lead. Create a form that allows you to start the marketing conversation. More on this shortly.
• Remember your GDPR obligations. For your forms that means having a tick box that gets people to actively opt in to your comms. Be clear about who will be contacting your lead and how they will be contacted. You must also provide a link to your privacy policy.

Beyond those fundamentals, you should think about how the images you use on your landing page suit the audience you’re targeting.

For instance, if you’re targeting beginners, a landing page with a load of absolutely shredded dudes in vests benching 140kg may just put a few people off.

10. Ask (the right) questions

The primary function of your landing page is to gather information about your lead and obtain consent to start the marketing conversation.

The more information you can gather, the better. So without asking your new lead to complete a 100-question form, think about how you can obtain information that will help your future marketing efforts.

Example: you may want to include a form field to find out what classes a prospect may be interested in. Or a form field that enquires about your lead’s experience level. As mentioned above, the way you market to a beginner is different from the way you reach out to someone with more experience.

11. Retargeting and lead conversion

Some of your leads may convert as soon as they click – whether that’s signing up to a free trail or booking a consultation with a PT. But most will require a little nurturing.

Don’t make the mistake of assuming your leads will convert themselves when they get around to it. You need to actively reach out to them in some way – such as email marketing or with a more personal phone call to introduce your gym’s classes and facilities.

Again, with the right audience tracking in place, you will also be able to retarget your leads with ads on other paid media channels – such as Instagram, Facebook and TikTok.

12. Check if your eligible for a grant on ad spend

Some gyms are registered charities. If yours is one of them you can apply for a grant from Google for up to £7,000 per month worth of ad spend. Find out more here.

Alternatively, get in touch with us. If we like the sound of your business we may be able to cover your ad spend. Ask for a free proposal.

Execution is everything

It’s no secret. Getting started with Google Ads for gyms is easy when you know how. You are likely to be able to get some results on your own, even if you have no experience.

But here’s the thing. Unlocking the truly profitable and scalable marketing campaigns takes time, tenacity and expertise. Execution is everything – and seemingly small details can make a huge difference to the performance of your campaign.

From creating your ads and sending them to the right people to setting up comprehensive campaign tracking, we can take care of everything – giving you a detailed dashboard report showing how our efforts are driving revenue for your business.

Sounds good? Ask for a free proposal. We’ll work up a three-month strategy that lays out exactly what you can expect from us. Whether you choose to say yes or not is completely up to you. No obligation. No long-term contracts. No funny business.

What have you got to lose?

Frequently asked questions

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