Case Study: Anytime Fitness increases leads by 52% with Goodway Group search strategy

Anytime Fitness Increases Leads by 52% Through Targeted Search Efforts

Anytime Fitness partnered with Goodway Group to maintain member acquisition during the uncertainty of the COVID-19 pandemic. As one of the country’s largest fitness chains, Anytime Fitness needed to support franchise owners through widespread closures and reopenings while still generating new leads through search.

Goodway Group managed always-on and promotional search campaigns, pausing spend when needed, adding COVID-19 negative keywords, and using impression share-based bidding and location reactivation to optimize performance. The approach drove strong results, including 58,952 leads from the always-on campaign with an average monthly CPL under $10, plus 25,993 leads for the fall promo campaign, which delivered 52% more leads than 2019 and a 52% improvement in CPL year over year.

Anytime Fitness

Tyler Igou Director

Paid Media & Demand Generation