Paid Ads Yield 88% Increase in Race Registrations for Athletic Events Brand

The Problem

Promoting multiple races simultaneously can prove difficult to manage. Each race type had a unique audience that needed to be appropriately identified and targeted to optimize ad spend.

The Solution

We started by creating paid campaigns in both Google Ads and Facebook. We duplicated every campaign in Spanish and Portuguese to reach Life Time’s target audience in Latin America and Brazil.

We used remarketing to target athletes in Florida who registered for any Life Time race in previous years such as The Miami Turkey Trot, 305 Half Marathon and Sarasota Half Marathon.

We promoted the Miami races in top US markets like Boston and Chicago immediately after major race events in the markets.

The Savings

To assure we weren’t wasting valuable ad dollars on individuals who’d already registered for the race, we routinely went back and excluded active triathlon registrations from our ad targeting. These strategic decisions helped accomplish our client’s primary object of maximizing their ad-spend by eliminating any and all opportunities for wasted ad-dollars. Our advertisements were segmented and targeted at specific audiences and the copy used was tested and demonstrated excellent performance, ultimately resulting in a higher number of total registrations for only a slightly higher CPA.