Virgin Active is the UK’s preferred gym and health club provider, with 118 health clubs in operation and around 500,000 live members

How to GROW webleads

The challenge was simple – get more leads through the Virgin Active website.

The implementation however was a journey from understanding changes in consumer engagement, identifying core opportunities across offers & promotions, leveraging the latest Google beta’s and drilling down on maintaining relevancy throughout the funnel – all against the backdrop of best-practice AdWords optimisation, structure & account management processes.

TMI have helped drive our PPC to new heights!
Matt McDonald, Sales Manager - UK
Click Through Rate
Dynamic Retargeting
The Mobile Opportunity
Click Through Rate

Ensure maximum relevancy between query, ad copy and landing page to drive increased clickthrough – and conversion rate and better and ensure consistency in the user experience.

2.1 Full account restructure for Google Enhanced Campaign
2.2 Custom adcopy for each gym, region & class across 118 clubs
2.3 Leveraging Google Beta’s for industry leading insights & best practice
2.4 Google Places extensions

Dynamic Retargeting

We bought media in real time via a Demand Side Platform and utilised dynamic retargeting banners to ensure a highly targeted and relevant user experience.

Using flexible filters based on URL-structures, we controlled our retargeting segments based on category, user interactions, funnel drop-off etc. & effectively managed messages across new prospects and existing members

The Mobile Opportunity

With visits from mobile devices skyrocketing, we had to adjust the way we looked at tracking enquiries and leads. Using sophisticated click-to-call tracking and marrying this up with search data via DoubleClick allowed us to get a much better picture of conversion funnel and show the full impact of paid search investment on overall call enquiries!

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