Birmingham Martial Arts Centre Case Study
Client Overview
Birmingham Martial Arts Centre (BMAC) has been a cornerstone of the South Birmingham and Solihull community for over 30 years, offering karate and kickboxing classes to adults and children of all ages and backgrounds. With a strong local reputation and steady growth from our website design and SEO services, BMAC wanted to take their online marketing further with a focused Google Ads strategy aimed at generating high-quality leads and broadening their audience base.
The Challenge
While BMAC had an established presence in their local area, attracting new students in a competitive market required precise targeting. Competitor and keyword research revealed that many high-intent search terms in the Birmingham area had a substantial cost per click (CPC), making it essential to maximise results within a modest daily budget.
The challenge lay in striking the right balance between driving a high volume of traffic and ensuring that traffic was qualified and likely to convert into paying members.
Our Strategy
We developed a dual-campaign structure to maximise the budget’s impact:
High-Intent Campaign (60% of budget) — Focused on phrase and exact match keywords to capture users actively searching for martial arts classes. Although CPCs were higher, this campaign targeted the most relevant and conversion-ready traffic.
Broad Campaign (40% of budget) — Targeted general, lower-cost keywords to maintain a steady flow of website visitors and raise brand visibility.
Weekly optimisations included refining the negative keyword list to minimise irrelevant clicks, adjusting bids, and optimising ad copy to improve engagement. This structure ensured a consistent flow of both high-intent and broader traffic, balancing lead quality with overall reach.
The Results (in 2024)
140%Ongoing Growth & Optimisation
BMAC continues to benefit from a balanced Google Ads strategy that delivers excellent results in a competitive market, even on a modest budget. Ongoing optimisations ensure that both campaigns remain cost-effective, targeted, and conversion-focused.
Building on this success, we recently expanded our collaboration by launching a Meta Ads campaign to reach new audiences on Facebook and Instagram. This additional channel helps strengthen brand awareness and capture interest from users who may not be actively searching on Google.
Impact
Our work with BMAC demonstrates how a carefully structured, data-led Google Ads strategy can deliver measurable growth without requiring a large budget. By combining high-intent targeting with broader audience reach, we’ve helped BMAC secure a steady flow of new leads while maintaining strong conversion rates.
BMAC’s continued growth and willingness to expand into new advertising platforms reflect our commitment to long-term client relationships and our ability to adapt strategies for sustained success.
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