Total Fitness
Multi-channel campaign restructuring that slashed cost-per-lead and turned organic traffic into the primary growth driver.
The Challenge
Total Fitness was spending over £4,000 per month on PPC with a cost-per-lead of £68. Their campaigns were broad and untargeted, bleeding budget on irrelevant clicks. Meanwhile, their organic presence was virtually non-existent, leaving them dependent on expensive paid acquisition.
Our Solution
We completely restructured their Google Ads account with granular SKAG campaigns, negative keyword refinement, and geo-targeting down to postcode level. Simultaneously, we launched an aggressive SEO campaign targeting gym-related keywords, competitor comparison pages, and local fitness content. Custom analytics dashboards were built to track true lead attribution.
Project Timeline
PPC Audit
Identified £1,200/month wasted spend. Restructured campaigns into SKAG format with 200+ negative keywords.
SEO Foundation
Technical fixes, schema markup, and optimised 40+ service and location pages.
Content Machine
Published 16 articles targeting fitness keywords. Backlink outreach began.
Optimise & Scale
A/B tested ad copy. Doubled down on top-performing organic pages. CPA dropped to £29.
Before & After
The numbers that tell the story.
Key Results
“Outline Creative did not just improve our marketing — they transformed our entire acquisition model. Our PPC cost per lead dropped by more than half and organic is now our biggest growth channel.”