Meet Element Fitness
Element Fitness was looking to increase membership sign-ups and improve lead quality, but rising competition in the local fitness scene made it challenging to stand out. While they had previously run Google Ads, the account lacked proper structure, and campaign performance was inconsistent with rising costs and minimal insight into what was actually working.
The Challenge
That’s when they partnered with Uppercut Digital to take things to the next level. We launched a refined Google Ads strategy focused on local intent, paired with high-converting landing pages and a structured testing framework, allowing us to scale what worked, cut waste, and drive more high-quality leads in a competitive market.
Competitive Market
The local fitness industry around Melbourne is saturated with gyms, studios, and 24/7 chains, making it harder to cut through without a precise acquisition strategy.
Poor Google Ads Setup
Campaigns were broad, lacked segmentation, and didn’t account for user intent, resulting in wasted spend and a high cost-per-lead.
No A/B Testing Of Ad Copy
With no structured testing in place, underperforming headlines and messaging remained live, limiting click-through rates and reducing overall campaign efficiency.
Our Approach
Our work for Element Fitness brought together Google Ads.
Conversion-focused targeting
- Shifted to conversion-focused bidding
- Tightened keyword targeting
Free trial acquisition
- Made the free trial central to ad copy
- Focused on attracting high-intent enquiries
The Results
Increase In Quality Traffic
We shifted the strategy towards conversion-focused bidding to ensure budget was prioritised toward users most likely to take action. By combining this with tighter keyword targeting, we were able to achieve:
- Increase in PPC sessions
- Decrease in bounce rate
- Increase in website conversion rate
Skyrocketing Lead Flow
We refined the ad copy strategy with a strong focus on promoting their free trial offer, positioning it front and centre to drive action. By highlighting this low-friction entry point, we attracted higher-intent users. We saw:
- Increase in click-through rate (CTR)
- Increase in phone enquiries
- Increase in free trial sign-ups
Client Feedback
“Jeremy and team have been amazing with our google ads strategy and we have seen great growth in our conversions and look forward to a strong year next year as well”
