Trial bookings more than doubled and cost per new member halved over the New Year season, on a budget of about ₹48,000 a month.
Ironleaf Fitness is a neighbourhood gym in Sector 62, Noida. I worked on the account from January to April 2025, across Google Search, local Performance Max, the Google Business Profile and Meta lead ads.
Trial bookings a month, up from 34.
New memberships a month from ads, up from 12.
Lower cost per new member, from ₹3,750 to ₹1,846.
More direction requests on Maps, from 210 to 520 a month.
What wasn’t working.
Ironleaf relied on flyers and boosted Instagram posts. The Business Profile had old photos and the wrong hours, trial requests arrived in DMs and were often missed, and nobody could tell which ad had brought a member in.
- Invisible on Maps. An incomplete Business Profile meant the gym rarely showed up for “gym near me” two streets away.
- Missed trials. Trial requests came through Instagram DMs and phone calls, with no list and no follow-up.
- No attribution. Joins were recorded on paper at the front desk, so ads were judged on likes.
Five changes, in the order they mattered.
Business Profile rebuild
New photos, correct hours, categories, services and answered questions, with weekly posts and location assets on every ad.
Search and Maps within 5 km
Search for “gym near me”, “gym in Sector 62” and “personal trainer Noida”, plus Performance Max with store goals for calls and directions.
A trial pass on Meta
Lead ads for a three-day trial pass, with AI-assisted copy variants and short videos shot on a phone at the gym.
WhatsApp follow-up on autopilot
Every trial booking gets a confirmation, a reminder the evening before and a check-in after day three. The front desk marks joins in a shared sheet.
Joins fed back to Google
Joins are uploaded weekly as offline conversions, and the owner gets an automated summary every Monday.
What changed, month by month.
More trials, cheaper members
Trial bookings a month (bars) against cost per new member (line). December is the baseline.
Actions on the Business Profile
Monthly calls, direction requests and website clicks from the Google Business Profile, December against April.
Where April’s new members came from
New memberships in April by the channel that brought them in, matched from the front-desk sheet.
Still running today
- Every trial booking gets a WhatsApp confirmation and a reminder.
- New joins are uploaded to Google every week.
- The owner gets an automated summary every Monday.
Tell me what you’re working on.
What you want to achieve, and where you need help. We can talk it through and decide on a practical next step. I’m based in New Delhi and work with businesses across India.
