PORTFOLIO / 105F
105F HOT YOGA + PILATES
TURNING HIGH SEARCH INTENT INTO MEASURABLE CONVERSIONS
From a single broad campaign with broken tracking to a structured, high-performing paid search engine that reduced acquisition costs by 83% and drove a 5x increase in conversions.
INDUSTRY
WELLNESS
ENGAGEMENT TYPE
MARKETING MEMBERSHIP
LOCATION
CHICAGO, ILLINOIS
SERVICES
GOOGLE ADVERTISING
BEFORE VALLURE
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The entire paid media budget was concentrated in a single Performance Max campaign with broad targeting and no clear conversion framework beneath it. Measurement was further complicated by incorrectly configured conversion tracking, making it impossible to optimize campaigns toward the actions that actually mattered to the business.
Search intent around the studio's class offerings was strong and consistent, but without a structured campaign architecture to capture and convert that demand, significant opportunity was being left on the table. Retargeting, one of the highest-leverage tactics available given the variety of membership types and class formats on offer, was almost entirely absent.
On the performance side, the entire paid media budget was concentrated in a single Performance Max campaign with broad targeting and no clear conversion framework beneath it. Measurement was further complicated by incorrectly configured conversion tracking, making it impossible to optimize campaigns toward the actions that actually mattered to the business.
Search intent around the studio's class offerings was strong and consistent, but without a structured campaign architecture to capture and convert that demand, significant opportunity was being left on the table. Retargeting, one of the highest-leverage tactics available given the variety of membership types and class formats on offer, was almost entirely absent.
OUR
APPROACH
We approached this engagement by rebuilding the paid search foundation from the ground up, ensuring every element of the account was structured to capture existing demand and convert it efficiently.
MEASUREMENT AND TRACKING
We reworked measurement from the ground up, correctly configuring and validating conversion events so campaign optimization could align to real business actions for the first time. This included resolving tracking gaps caused by the external booking widget and ensuring class bookings and membership purchases were properly attributable.
CAMPAIGN ARCHITECTURE
We restructured Google Ads from a single broad Performance Max campaign into a more intentional multi-campaign framework. Dedicated Search campaigns were built around high-volume, high-intent themes including class types, pricing, and community, allowing spend to be segmented and optimized with far greater control and precision.
OFFER STRATEGY
We identified stronger entry-point offers by analyzing purchase behavior, surfacing the two-week unlimited intro pass and the low-cost single class pass as the most effective conversion levers for new customer acquisition. These became the anchors of the campaign strategy, reducing friction and creating more efficient pathways into the 105F membership ecosystem.
AUDIENCE STRATEGY + RETARGETING
We strengthened audience strategy across the full funnel. Performance Max was refined with additional asset groups targeting higher-value retargeting cohorts, including users with recent trial and membership purchase signals. A Demand Gen campaign was introduced to drive qualified consideration traffic through strong static and video creative, expanding reach beyond existing intent-based demand.
BRANDED SEARCH
We launched a dedicated branded Search campaign to capture the highest-intent demand separately from non-brand traffic, allowing cleaner budget allocation, better query control, and lower acquisition costs against users already showing strong purchase intent.
LANDING PAGE OPTIMIZATION
We refined key landing pages to better match the intent and messaging of incoming paid traffic, reducing friction at the point of conversion and ensuring the on-page experience supported campaign performance rather than working against it.
THE
RESULTS
A restructured paid search system that turned strong existing demand into efficient, measurable growth.
5x
INCREASE IN CONVERSIONS
83%
REDUCTION IN COST PER CONVERSION
30x
INCREASE IN PAID SEARCH TRAFFIC
66%
INCREASE IN LANDING PAGE TRAFFIC
READY TO BUILD WHAT’S NEXT?
If you’re looking for a partner to bring clarity, structure, and performance to your marketing, we’d love to connect.