Martial Arts Nation
Outcomes
42,270
Reach
161,969
Impressions
293
Leads Generated
$14.57
Cost Per Lead
$4,339.48
Total Amount Spent
About Martial Arts Nation
Martial Arts Nation Lake Nona, co-founded by Ricardo Liborio, is dedicated to sharing the life-changing benefits of martial arts. Born in Rio de Janeiro, Brazil, Liborio began training in judo at four and later excelled in various disciplines, including Brazilian jiu-jitsu, where he earned his black belt under Carlson Gracie. With a competitive spirit, he won gold at the first IBJJF World Championship and went on to establish respected schools like Brazilian Top Team and American Top Team. In 2017, Liborio shifted his focus to making martial arts accessible to everyone, founding Martial Arts Nation and introducing Brazilian jiu-jitsu to the University of Central Florida. Today, he leads a thriving community that welcomes everyone from beginners to advanced practitioners, all united by a passion for martial arts.
Challenges
Martial Arts Nation is dedicated to promoting the benefits of martial arts, but like many schools, it faces the challenge of attracting new students to sustain growth and community engagement. With increasing competition in the fitness and martial arts industries, standing out and reaching potential students can be a daunting task.
What I Did
I helped Martial Arts Nation attract new students and boost enrollment in their programs by creating a targeted Google ad strategy that showcased their unique martial arts offerings and community atmosphere.
Here’s how I approached it:
Google Ads Strategy
I began by researching Martial Arts Nation’s target audience—parents seeking kids’ classes, fitness enthusiasts, and those interested in self-defense training. Using this data, I developed targeted ad groups to capture searches related to martial arts training, self-defense, and fitness in the local area, ensuring the ads reached the right audience.
Audience Targeting
To maximize relevance, I segmented the ads based on search intent, demographics, and location. This allowed me to tailor ad content specifically for each audience segment, increasing engagement and conversion rates by addressing their unique motivations.
Engaging YouTube Ads
In addition to Google Ads, I implemented video ads on YouTube to reach potential students visually. These video ads featured class highlights, instructor profiles, and student testimonials, offering an immersive look into the Martial Arts Nation experience. With targeted placements on videos related to fitness and self-defense, the ads attracted individuals actively interested in similar activities.
Compelling Ad Copy & Extensions
For both Google and YouTube ads, I crafted engaging copy that emphasized the benefits of martial arts, such as discipline, fitness, and confidence. I used ad extensions like site links, callouts, and location details to guide prospects to specific classes and highlight the school’s reputation.
Ongoing Testing & Optimization
I closely monitored the ads, testing variations in headlines, descriptions, and video formats to find the most effective combinations. By analyzing click-through rates, cost per conversion, and video view completion rates, I continuously optimized both Google and YouTube campaigns.
Seasonal Campaigns
To keep the campaigns timely, I created seasonal promotions for back-to-school enrollments, New Year fitness goals, and other key times. These seasonal ads encouraged prospects to take action, increasing enrollment interest.