Fitprime sells gym access across Italy, over 2,000 passes at partner gyms that Google Shopping won't carry because they are services. Midsummer Agency built its Google Ads search campaigns straight from the gym database in 2021, and wired up the tracking to measure them.
PPCAnalyticsFeed Management
Fitprime is an Italian startup running an online marketplace for gym memberships. Instead of signing a year-long contract with one gym, members buy a single entry, a pack of entries or an unlimited pass at whichever partner gym suits them, through the website or the app.
Behind that simple idea sits a catalog that never stands still.
Fitprime came to us in spring 2021 with a new Google Ads account, no history to learn from, and a website and app in the middle of a rebuild.
Italian gyms were reopening after lockdown, and Fitprime wanted to grow fast. The client set us 3 objectives.
Any retailer with 2,000 products would reach for Google Shopping. Fitprime can’t. Shopping exists for physical goods, and Google does not let businesses advertise services there, so a catalog of gym passes has to win on search alone.
The account was brand new, too. With no historical data we had nothing telling us which gyms, cities or queries would convert, and the client wanted a structure granular enough to report gym by gym and scalable enough to keep up as the network grew.
The ground kept shifting under the campaigns. A new website and app went live in summer 2021, followed by a rebrand in early 2022, and a lot of members bought through the app, where the website analytics couldn’t see them. Measuring what the ads actually sold was a problem to solve in its own right.
We ran Pay Per Click on Google Ads across all 3 Fitprime businesses, and Web Analytics alongside it from day one, because a new account bidding on bad data learns the wrong lessons fast.
ServicesGoogle Ads · Feed Management
We asked the client for a database of every gym on the platform: name, URL, city, province, activities, and the price of a single entry, a 10-entry pack and an unlimited pass. We mapped it in DataFeedWatch and used its feed-driven text ads to turn each row into its own ad group.
We filtered out rows with outdated URLs and launched on the gyms the client flagged as top performers first. Every new gym in the feed gets an ad group and keywords automatically, and when a gym leaves, its ad group pauses on its own. The account grew to more than 1,500 product-level ad groups without anyone building one by hand.
Building a whole search account out of a gym database was unusual enough that we presented it as a case study at AdWorld Experience, where it won first place in the international case study category.
The same database fed 2 more layers. City campaigns caught people searching “palestra” (gym) plus a city, and neighborhood campaigns went further, built on more than 800 neighborhoods across the big cities, for someone in Rome looking for a gym in Centocelle and nowhere else.
Search terms shaped the copy. Plenty of people in Milan were searching for an “ingresso singolo”, a single entry, so we wrote it into the ad descriptions. When Fitprime built new city landing pages, we ran them against the old ones as a Google Ads experiment. The new pages won on conversions and we kept them.
A gym that has left the network is a wasted click. We set up a script that alerts us the moment a gym page stops being available, alongside scripts for budget monitoring and disapproved extensions. N-gram analysis of search terms kept the negative keyword lists sharp.
The gym data wasn’t always live. While the client worked on a dynamic feed, we documented how their team could add, edit, pause or remove gyms, cities and neighborhoods directly in the shared sheets, with every change flowing through to the campaigns without a manual step on our side.
The other 2 businesses got campaigns of their own. Fitprime TV ran brand and category search, and its name changed to Fitprime Smart in the 2022 rebrand. The corporate offer ran search on employee wellbeing queries and Display prospecting aimed at audiences built from competitor websites.
Around them we added the rest of the funnel: remarketing lists that excluded people already registered, Display, YouTube and Discovery remarketing, and app install campaigns on Android and iOS, run only in cities where Fitprime had gyms.
ServicesGoogle Analytics · Google Tag Manager · Data Studio Dashboards
We started with a tracking plan for fitprime.com and Fitprime TV, listing every event worth measuring and why, in 3 tiers from essential to full. It covered the basics, like 404 errors, outbound links and forms, and the actions that matter to a membership business:
We implemented it in Google Tag Manager across the main site and the Unbounce landing pages, with custom events and goals in Google Analytics. Early on we found events firing on both sites at once, Fitprime TV registrations counting as marketplace ones, and fixed them.
When the new site went live, we moved the main conversion from reaching the payment page to completing registration. Later we moved it again, from starting the sign-up form to finishing it, so cost per lead counted real sign-ups. The site changed constantly, so a thank-you page would have broken with every release. We tracked completed sign-ups with virtual pageviews instead.
A Data Studio dashboard brought Google Ads and Google Analytics together, with cost per lead and conversions for the marketplace, Fitprime TV and the corporate offer side by side, plus purchase data from Analytics. The client also wanted to see which cities and gyms performed best and worst, and the single-gym structure made that report possible.
The single-gym structure did what the client asked of it. It gave Fitprime reporting by location and by product, and it let us push traffic and conversions toward the top-performing gyms and cities during peak season, without hand-picking them.
We took the Fitprime structure to AdWorld Experience in 2021 as a case study on using product feeds beyond Google Shopping, and the talk won first place among the international case studies.
Micky
Pay Per Click · Web Analytics
Designed the feed-driven structure and the tracking behind it, and presented the account at AdWorld Experience.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
