Case Study

World Gym

This case study includes

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Exterior view of World Gym with sign reading 'Centre Sportif World Gym' located in an urban area, with a modern residential building above.

Introduction

World Gym is a powerhouse in the fitness industry with a global presence, and here in Quebec, they've expanded to 12+ locations over the past 15 years - and they’re not stopping there.

With a commitment to helping members crush their fitness goals and a reputation for offering top-notch facilities, World Gym Quebec is flexing its way into new locations as they continue to expand. They’ve got everything you need to hit your stride and keep those gains coming.

Interior of a modern gym with exercise equipment, including treadmills and weight machines, on a turf field with lane markings.

Irene Dracos, Director of Sales & Marketing

““ZDG Media extends beyond the conventional role of a marketing agency; they integrate seamlessly with our team.”

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The Challenge

World Gym, found itself at a pivotal moment. They noticed a shift in their target market - more people were engaging online than ever before, making their traditional marketing methods feel outdated. To keep up, World Gym needed to shift more of their marketing efforts online. The challenge was to ensure that their increased investment in Meta and Google Ads would not only attract new members but also deliver profitable margins to support their growth.

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The Solution

To tackle the challenge, we partnered with World Gym to implement a strategic and data-driven approach using Meta Ads and Google Ads.

Meta Ads

We tested various targeted audiences and leveraged World Gym's CRM data to discover lookalike audiences that closely matched their most loyal members. We managed to exclude existing members from our ads to avoid targeting them with membership sign-up promotions. Our primary focus was on mid-to-lower funnel conversions, taking advantage of World Gym’s already strong brand presence. However, we also allocate a portion of the budget to upper-funnel campaigns to keep brand awareness in play and attract new potential members.

Google Ads

We honed in on long-tail keywords, specifically targeting individuals actively searching for gyms in the local areas. By focusing on keywords that indicated strong purchase intent, we ensured that the ads reached the right people at the right time, optimizing our ad spend. We additionally ensured that our campaigns excluded people who where using google search to locate our gym (directions) and focused our bidding on targeting new customers. This also entailed that we excluded branded keywords from our search and PMax campaigns.