Case Study: Anytime Fitness achieves 52% more leads with Goodway Group search campaigns

Anytime Fitness achieves 52% more leads with Goodway Group search campaigns

Anytime Fitness, one of the country's largest fitness chains, faced significant challenges supporting its franchise network during the COVID-19 pandemic's various closures and reopenings. Their challenge was to continue engaging new members, a goal for which search marketing, managed by vendor Goodway Group, was deemed essential.

Goodway Group implemented a strategic, always-on search campaign alongside a targeted fall promotion. Their solution involved pausing and reactivating campaigns based on real-time search trends, utilizing impression share-based spending, and adding COVID-19 related negative keywords. The results were highly successful, with a 52% increase in lead volume and a 52% year-over-year improvement in cost per lead (CPL) for the promo campaign. Goodway's efforts also drove 58,952 leads for the always-on campaign and demonstrated a 200% improvement in search performance from cross-channel exposure.

Anytime Fitness