Context
3-club gym chain with €1,800/month Google Ads, but underperforming: €13 CPL, only 18 new sign-ups/month. Site had a single 'contact us' form with 8% trial-conversion rate.
Fitness / WellnessTunis, Tunisia (3 clubs)Q2 2025
Multi-club Gym Chain
+244% new sign-ups per month
+244%
New memberships / month
-60%
CPL
+238%
Free trial CVR
At a glance
SectorFitness / Wellness
MarketTunis, Tunisia (3 clubs)
PeriodQ2 2025
The problem
Per-club segmentation + CRO audit of the free-trial form + targeted Google review campaign with satisfied members.
Tools & technologies
The exact stack used to deliver these results — no secrets, everything documented.
Google Ads · SearchMeta Ads RetargetingWhatsApp BusinessGA4A/B testing framework
Actions taken
- 3 per-club Search campaigns with 5km geo-targeting around each gym
- Free-trial form rebuilt: 7 fields → 3 fields + direct WhatsApp CTA
- Per-club landing pages with real photos, equipment, class schedule
- Review campaign: €5 credit for each member leaving an authentic Google review
- Meta Ads retargeting on unconverted free trials (exclusive welcome offer)
Results
| Metric | Before | After | Change |
|---|---|---|---|
| New memberships / month | 18 | 62 | +244% |
| CPL | 13€ | 5.2€ | -60% |
| Cost per signup | 47€ | 21€ | -55% |
| Free trial CVR | 8% | 27% | +238% |
Key takeaways
4 transferable lessons, applicable to your business regardless of sector.
- / 01
For fitness, WhatsApp beats email on response rate by a wide margin — don't fight it.
- / 02
Geo-segmenting by club rather than running a single global campaign is the local trick most miss.
- / 03
7 fields → 3 fields on a free-trial form = 3× more sign-ups with zero other changes.
- / 04
Meta retargeting on unconverted trials yields 3–5× higher ROI than cold Search in fitness.
Services involved
Every case combines multiple systems. Here are the ones that made the difference here:
Read next
Three more case studies from the same sector or with similar challenges.