BFS Insights: 20% of Profitable Studios Use Paid Ads for Leads

Maximizing Lead Generation with Paid Ads for Your Studio

In today’s competitive fitness industry, finding effective ways to attract new clients is essential for growth.As we dive into 2025, we’ve gathered some insightful marketing data from our latest 2024 State of the Industry Survey*, which highlights strategies that profitable studios are using to drive growth. Here’s a sneak peek at some key findings regarding their marketing strategy:

• Paid ads rank as the second most common lead source after referrals, with 20% of profitable studios naming them the most effective for generating lead
• 53% of profitable studios have someone specifically managing their sales conversion rates

With paid advertising playing a significant role in lead generation, many studio owners may wonder where to start and how to make the most of their marketing dollars.

To help, let’s explore some key takeaways from a recent BFS Lesson "Define Your Google Ads Strategy" with guest instructor Connie Holen, owner of Pixality Design. Here are some practical tips from the session to help you build a more effective paid ad campaign for your studio.

Keywords: The Foundation of Google Search

Keywords are the building blocks of success when creating a Google Ads campaign. Therefore, you should consider what your target audience is searching for when they need your services. This often includes location-based terms like “yoga studio near me” or “bootcamp in [city].” These terms indicate local buying intent, which is crucial for attracting the right customers. Furthermore, another useful tactic is to use negative keywords. These are words you don’t want your ads to show up for, like “free,” “video,” or “jobs.” The goal is to keep your ads relevant to what your ideal customers are searching for.

Clarify Your Goals: Why Run Google Ads?

Before launching any Google Ads campaign, get clear on why you’re doing it. Are you struggling with visibility in search results? Do you have gaps in your service or geographic keywords? Or maybe you’re seeing competitors running ads and want to keep up. Knowing your main objective will guide your strategy. Pick one action you want potential customers to take, such as submitting contact info for a free class or booking an introductory session. The clearer and more relevant your offer, the better the results.

The Different Types of Google Ads

Google Ads aren’t just one-size-fits-all. There are nine types of ads, each serving different purposes:

1. Search ads
2. Display ads
3. Shopping ads
4. Video ads
5. App ads
6. Discovery ads
7. Local Services ads 
8. Performance Max ads
9. Smart ads (which may not always be as smart as you'd hope!)

Understanding which type of ad best suits your studio’s needs is key to a successful strategy.

Campaign Structure: Strategy, Budget, and Targeting

A profitable Google Ads campaign is well-structured. At the highest level, you have your campaign, which defines your overall strategy, budget, and target audience. Within each campaign, you’ll have ad groups that target specific audiences or services (e.g., yoga or bootcamp). Each ad group includes ads that are customized to the group’s focus, with assets like location, images, and sitelinks to enhance your ad’s effectiveness.

All in all, to run a successful paid ad campaign, start with a clear goal and target the right keywords. Ensure your landing page is relevant, incorporate negative keywords to refine your audience, and use ad extensions to enhance visibility. Finally, continually analyze and fine-tune your campaigns for optimal performance.  

BFS Studio Members can watch the  FULL TRAINING HERE >>

Do you have a dedicated marketing person on your team?
The BFS Peer Network team for Marketing & Sales Executives is the perfect resource to
help them refine their strategies and optimize results.

This membership offers monthly live meetings,
customized resources, and peer support focused on all aspects of marketing—
from campaign creation and execution to ongoing analysis and refinement.

By joining our peer network, your marketing team will gain the tools and insights
needed to enhance lead generation, drive conversions, and ultimately, grow your business.

Want to learn more?
BOOK A CALL HERE >>

*The 2024 State of the Industry Report focuses on identifying the  most common characteristics and business metrics for profitable studios.
* Coming soon * 

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Fitness Studio Operators
Others >>