SEO + Content Case Study

Paid ads yield 88% increase in race registrations

Paid media campaign dramatically increased registrations for a series of races, while dramatically decreasing the cost-per-acquisition.

Highlights

  • 53%

    decrease in
    cost per aquisition

  • 2,436%

    return on ad spend (ROAS)

  • 88%

    increase in race
    registrations

The Client

Life Time Events provides premium race experiences for athletes around the world.

The Objective

Life Time Fitness’s biggest challenge was promoting a series of races in Miami: the Miami Marathon, the Tropical 5k and the Miami Half Marathon. Our goal was to increase race registrations and match — if not lower — overall cost per acquisition from previous years.


PPC Strategy

Use data to better target potential racers with qualified ads

  •  

    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.

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Digital Third Coast was the perfect partner to help achieve our digital advertising goals. Their strategies and general expertise were key to saving time and money, generating high-quality traffic and leads, and most of all, increasing overall conversion rates.

Nicole Bostick, Life Time Events

Results

The result of these paid media strategies was an 88% increase in race registrations, with a 53% decrease in the cost to acquire those new registrants, year-over-year.

Not only did we strategically target the ideal audience for the paid advertisements on Facebook, Google, and Instagram, but we used a wealth of historic data on the registration base and prior ads that allowed us to eliminate unnecessary ad testing, remove under-performing keywords, and better segment the audience to optimize conversions.

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Lyndsey Maddox

Chief Executive Officer
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