When we were presented with a luxury health club white-label client, we had a big job ahead of us. The account was scattered with tracking errors, no relevant keywords, and inappropriate conversion goals. However, the agency it had been handed to didn’t have the expertise to fix the errors and knowing that the client was unhappy, they approached us. The client was right in thinking that the account was not up to scratch and needed a makeover. And luckily our fellow agency knew we had the expertise to undertake such a big challenge.

The client had wished their paid social partner to handle the Google account for consistency. Despite this, this partner lacked on-hand expertise, time, and knowledge to approach the structural and technical errors on the account. They also didn’t have the manpower to run things smoothly, which is where our team came in to help.

Our Paid Ads Agency partner wanted us to undertake a quick, easy-to-understand audit of the luxury health club client. This allowed them to present this to the client seamlessly, with in-depth PPC insights that they could easily explain. Once they had talked to the client through the process and quoted for the work we would be carrying out. It was time to get to work with correcting, re-strategizing and collaborating on the account under their agency name to get their Google ads account up to par.

At this time, the Cost Per Acquisition was $20+, with a conversion rate of 3.6%. Due to it being cluttered with inaccurate conversions, masses of non-utilised audiences and more, we decided to restart the account and leverage our best efforts to put things right.

Once we had a clean base to work with, we expanded the account with a sophisticated strategy that utilised the correct data sets and extensive keyword research. This led to our partner agency being able to secure higher spend based on the level of success and improved the client relationship with our regular in-depth reports. We have also been there to troubleshoot any concerns and develop the account further, making their ads just as luxurious as their facilities.

Within the first five months, we reworked the account format to ensure that the client followed tailored conversion goals relevant to their KPIs and investor goals, which allowed them to have access to accurate reporting and tracking. This helped them keep on the path to success and ensured the strategy could be given more direction. Furthermore, we restructured the keyword targeting to match the goals set by the client, meaning that highly relevant terms to their target audience were being covered with highly tailored ads packed with high-quality assets.

Additionally, Zelst effectively set up retargeting audiences to re-engage relevant users while excluding non-relevant ones, including previous converts, which has helped them reduce wasted ad spend. Our highly specialised team were also able to implement precise location targeting to ensure only residents close to the clubs were being served their ads, resulting in optimal campaign reach for the health club white-label client as their audience was more engaged, and they were able to reach a wider engaged audience.

So, how did the results pan out? Take a look at our success below!

• Reduced Cost Per Acquisition (CPA)

We scaled the CPA down to $6.42, meaning we helped the client utilise all of their marketing budgets so we could slash costs while acquiring more relevant customers. In turn, this allowed us to maximise the return on investment for the client and gain more ad spend for our white-label partner agency.

Our pay-per-click experts contributed to the increase in conversion rate to 28.76%. This was a fantastic result as we weren’t only driving a higher percentage of converting traffic to the site, but we were also able to track this and report on the success, which previously they had not been able to do. Our process was evident to be working effectively as a higher percentage of the client’s website visitors took the desired action, making traffic more valuable overall.

We helped increase the CTR to 15.70%, demonstrating that our tailored ads to the now optimised audience targeting were having the desired effect. More visitors engaged with our health club client’s ads and content at a reduced cost. This has contributed to reducing missed traffic, visibility, and conversions.

The CPC reduced to $1.85, a positive outcome which has allowed our client to save more of their budget while achieving an increasing amount of traffic. Our optimisation has resulted in the client being able to be more active in their competitive landscape, utilising competitive conquesting effectively.

Our ongoing work for the client includes:

• Regular reporting

We keep our white-label partner in the loop about the luxury health club client with regular, in-depth, tailored white-label reporting that aligns with their KPIs. This ensures they always have actionable insights to drive performance and make informed decisions.

• Daily monitoring and optimisation

Our team believes there is always room for improvement, which is why we monitor accounts daily and create optimisation strategies to keep them at the top of their game.

• Regular A/B testing

We put new strategies to the test with regular A/B testing, ensuring we’re always using the best-performing content that our client’s target audience will love.

• Working alongside the partner

We collaborate effectively with the partner to generate a cohesive brand message, ensuring all communications customers receive are clear, consistent, and aligned with the brand’s values. This unified approach enhances trust and seamless client relations across all touchpoints.

If you want to achieve similar white-label success to our luxury health club client, we can help you use PPC strategies and drive your profit-driven marketing. Sounds like something you could get onboard with? Please don’t hesitate to reach out to us today and discuss all your SEO, PPC, and content needs.

Our team of PPC experts is ready to take your business to the next level online. To see how on top of our game we are in the marketing industry, remember to sign up for the Zelst newsletter and browse our blog for all the latest insights, including our PPC glossary.