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Mesa Rim North City is a vibrant climbing, yoga, and fitness center in San Marcos, California. They aim to enhance the community’s quality of life by providing thoughtfully designed climbing routes, yoga classes, and fitness experiences. Known for its inclusive and growth-oriented environment, it’s a place where people of all skill levels can connect, challenge themselves, and thrive.
increase in conversions
increase in CTR
improvement in Avg. CPC
Mesa Rim North City is a vibrant climbing, yoga, and fitness center in San Marcos, California. They aim to enhance the community’s quality of life by providing thoughtfully designed climbing routes, yoga classes, and fitness experiences. Known for its inclusive and growth-oriented environment, it’s a place where people of all skill levels can connect, challenge themselves, and thrive.
increase in conversions
increase in CTR
improvement in Avg. CPC
The Integrated Paid Marketing strategy for Mesa Rim North City is designed to align with the business’s core objectives, which include driving membership sign-ups, increasing revenue, and fostering brand awareness. The strategy focuses on enhancing Mesa Rim’s visibility in the North City, San Marcos, and surrounding regions. By integrating paid social media marketing and Google Ads channels, the strategy aims to create a comprehensive marketing funnel that moves prospective customers from awareness to conversion.
Strategy
The marketing strategy begins by building awareness at the top of the funnel initially through Meta Ad campaigns. This initial awareness focus is then nurtured further down the funnel using conversion optimisation on Meta and Google Performance Max and Search campaigns, which focus on engaging potential customers. Warm audiences, or those who have already shown interest, are ultimately converted through effective remarketing campaigns.
For Meta Ads, the strategy is to drive traffic by emphasising Mesa Rim’s unique selling propositions, alongside the “7-Day Pass” incentive promotion to generate conversions. Meta was selected as the initial platform to reach the desired audience interested in bouldering, gym amenities, and fitness. The focus was on driving quality traffic while optimising ads for 7-Day Pass conversions whilst Google Ads learnt and optimised in the background.
Google Ads are structured with Performance Max campaigns that target audiences at various stages of the funnel using Affinity and In-Market audiences. Search campaigns focus on specific climbing-related keywords like “Bouldering,” “Rock Climbing,” and “Near Me,” ensuring Mesa Rim reaches potential customers who are actively looking for related services.
Challenges
Conversion Tracking Limitations:
Accurately tracking conversions proved challenging due to the use of unverified domains. The “7-Day Pass” landing pages and membership sign-up forms were hosted on external platforms like Mailchimp and Rock Gym Pro, complicating conversion tracking and campaign optimisation. This limited the ability to measure the full impact of ad campaigns and accurately attribute conversions.
To overcome this, we implemented pass landing pages with confirmation/thank you pages to accurately track conversions.
By implementing these strategies, we built initial awareness, engaged potential customers, and effectively converted warm audiences, all while overcoming significant conversion tracking challenges.
Integrated Paid Marketing (IPM) Case Study: Mesa Rim North City
From December 1, 2023, to April 30, 2024, the integrated marketing strategy for Mesa Rim North City delivered remarkable results compared to the period from July 1, 2023, to November 30, 2023.
As our IPM strategy initially focused on driving traffic and conversions from social, in the first five months, Meta Ads contributed 75% of the total conversions on the website (with Google Ads at 25%). As Google Ads optimised and the promotion matured, the second five months saw social ads account for 64% of conversions, while Google Ads increased to 36%.
Google Ads Results:
Conversions for key metrics like “7-Day Pass” submissions, “Family Pass” submissions, and contact form completions increased by 59.04%, demonstrating significant growth in high-quality leads during this period.
Click-through rates (CTR) improved dramatically, rising from 1.93% to 4.19%, representing a 116.68% increase. This substantial growth indicates a more engaged audience that responds positively to the campaign messaging across both platforms. Social ads played a crucial role in creating initial engagement and awareness, which was then reinforced and capitalised upon by the search and display campaigns in Google Ads. However, this improvement is also influenced by the campaign type. Search campaigns typically have higher CTRs compared to display campaigns, and depending on how Google Ads uses different placements, Performance Max campaigns can have varying CTRs.
Cost efficiency improved as well. The average cost per click (CPC) dropped from $0.34 to $0.24, reflecting a 29.95% improvement. This enhanced cost-efficiency showcases the campaign’s success in optimising ad spending while reaching the right audience through both social ads and Google Ads.
Meta Ads Results:
Looking at the above timeframe, after the initial push on Meta, Meta Ads maintained a strong performance with a 7% increase in CTR, while CPC remained stable. Conversions saw a minor 3.8% decrease as the promotion matured. However, Meta Ads still contributed significantly to the overall strategy, driving initial engagement and setting the stage for Google Ads to optimise, while still contributing to at least 64% of the total website conversions in the latest months.
Overall IPM Results:
Our aggregated IPM results are calculated by combining the outcomes from Google Ads and Meta Ads from December 1, 2023, to April 30, 2024, compared to the period from July 1, 2023, to November 30, 2023.
Overall, these results highlight the integrated marketing strategy’s success in increasing conversions, effectively engaging audiences, and reducing costs for Mesa Rim North City through a coordinated use of both social ads and Google Ads.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
