Josh Bridges Fitness Programming

Boosting Conversions and Reducing Acquisition Costs

Overview

Josh Bridges Programming (JB Programming) is a renowned provider of fitness programs, offering monthly subscriptions to their comprehensive training plans. Despite investing in Google Ads for 12 months, JB Programming experienced disappointing results and struggled to achieve their desired subscription performance.

Recognizing the need for a more effective approach, they sought the expertise of Disrupt Marketing to improve their paid media strategy and justify their advertising spend. JB Programming's primary goal was to enhance their subscription performance, increase conversions, and achieve a more favorable cost per acquisition (CPA) to ensure the long-term viability and profitability of their Google Ads campaigns.

The Challenge

JB Programming faced a significant hurdle in validating their Google Ads investment due to the lackluster results they had experienced over the previous 12 months. With a cost per acquisition (CPA) of $23 for programs starting at $30 per month, the economics of their campaigns were not sustainable in the long run. To justify their continued investment in paid media, JB Programming needed to see a substantial improvement in their campaign performance, including higher conversion rates, lower acquisition costs, and a more favorable return on ad spend (ROAS). Without addressing these challenges, JB Programming risked wasting their advertising budget and missing out on potential subscriber growth.

The Disrupt Solution 

Disrupt Marketing employed a data-driven approach to boost JB Programming's conversion rates and reduce their acquisition costs:

  1. Pareto Principle Application: Disrupt Marketing applied the Pareto Principle (80/20 analysis) to identify and focus on the metrics that matter most. By concentrating their efforts on the key drivers of campaign success, they were able to optimize performance and achieve better results with less wasted ad spend.

  2. Targeted Campaign Settings: Disrupt Marketing meticulously refined JB Programming's targeting and campaign settings to improve ad relevance and reach the most promising audience segments. By leveraging data insights and best practices, they ensured that JB Programming's ads were shown to users who were most likely to convert.

  3. Strategic Segmentation: To drive better results, Disrupt Marketing utilized advanced segmentation techniques to create targeted ad groups and tailor messaging to specific audience preferences and behaviors. By delivering more personalized and relevant ads, they increased engagement and conversion rates.

  4. Continuous Optimization: Disrupt Marketing adopted a proactive approach to campaign management, making frequent data-driven optimizations to enhance performance. By closely monitoring key metrics and making timely adjustments, they ensured that JB Programming's campaigns remained efficient and effective over time.

The Results

Disrupt Marketing's strategic optimizations and data-driven approach yielded remarkable results for JB Programming:

  • Two-thirds of the previous 12-month conversion volume achieved in just 70 days

  • CPA decreased from $23 to around $7.50

  • 21% increase in revenue with half the ad spend in the main campaign

  • 312% improvement in conversion rate

  • 15% growth in total conversions

By focusing on the metrics that matter, refining targeting and campaign settings, leveraging strategic segmentation, and continuously optimizing performance, Disrupt Marketing successfully boosted JB Programming's conversion rates while significantly reducing their acquisition costs. These results demonstrate the power of a data-driven approach to paid media optimization and highlight the value of partnering with an experienced agency like Disrupt Marketing to drive sustainable growth and improve campaign profitability.

"Disrupt Marketing's expertise in data-driven optimization has transformed our Google Ads performance, leading to a remarkable increase in conversions and a significant reduction in acquisition costs. Their strategic approach has been instrumental in driving the growth and profitability of our fitness programming business."

-Client