A well-established Arizona Pilates brand was entering a pivotal business phase as it geared up for its first-time expansion into Texas. Hoping to drive signups to new and existing local studios while supporting growth in a new market, they sought our expertise for a comprehensive, results-driven digital marketing strategy.

Leveraging Google paid search, Google display and Meta ads, we kept pace as priorities shifted on a near-daily basis for 17 studios to meet key expansion objectives. Acting fast as needs changed, our team strategically allocated budget across locations and channels based on geographical market demand and studio capacity.

The result over 10 months? Our stronger ads beat out bigger spenders, with more than 120,000 landing page form fills, calls and class signups. Engagement exceeded benchmarks for nearly all metrics, including an overall cost-per-lead of just half the “health club” industry average.

Social Ads: Awareness First, Leads Later

While brand familiarity was already solid in Arizona, Texas had some catching up to do. We started with awareness campaigns for the soon-to-open Texas studios before moving to lead-generation after eight weeks, which was Arizona’s starting point. We shifted our per-location focus as swiftly as client needs evolved, and these combined efforts led to:

• 119,985 leads between both lead-generation and traffic campaigns
• A cost-per-click of just $0.66 for the Texas traffic campaign (average $0.81)
• A 12.8% conversion rate for Texas and Arizona lead-gen campaigns (average 5.7%)
• A cost-per-lead of $31.60 for Texas and Arizona lead-gen campaigns (average $58.56)

Google Ads: Search & Display Reach Interested Users in the Right Place

On Google, we diversified the client’s previous keyword strategy beyond branded terms, prioritizing broader keywords with high volume and low competition to reach bottom-of-funnel searchers. Effectively targeting an audience that was ready to convert as soon as the right Pilates studio resonated, these ads drove:

• 2,645 leads between both search and display ads
• A cost-per-lead of $38.90 for search ads (average $47.47)
• A cost-per-lead of $21.10 for display ads (average $125.21)
• A 31.7% impression share for both search and display ads (average 6.9%)

Combining our agility and responsiveness with data-driven strategy, we helped the Pilates chain build its presence from scratch in the Texas market while strengthening it across Arizona studios. Our integrated approach proved that smart, adaptive digital marketing can outperform larger budgets — delivering measurable growth, stronger engagement and sustainable momentum for continued expansion.