Australia's largest fitness equipment retailer. 14 stores, one strategy.
$804k spend, $2.72M tracked revenue, last 6 months
I have been working with Dynamo since day one. One Google Ads account, $1,000 a month, no shopping feed, GA4 not tracking. One store. The whole digital stack needed to be built from scratch before performance was even a conversation.
Stop optimising for what Google could see. Start building the infrastructure to show Google what was actually happening in store.
Mapped 7 accounts across 6 states. Found geo cannibalisation between stores (Truganina serving Keysborough, Seven Hills bleeding into Yagoona), competitors hijacking brand terms, and naming chaos that broke reporting. Fixed all three before touching budgets.
Store visit PMax and Search campaigns were being judged on ROAS. Always 0.03x because Google was logging $1 directions clicks as the conversion. Rebuilt the framework around cost per footfall instead. GCO dropped from $158 to $39 per walk in.
Built a weekly budget governance model across $130k a month. Pulled spend out of capped revenue campaigns running at 10x+ ROAS (VIC Multi-Station Gym Packages was hitting 10.51x at $470 a day) and cut from uncapped store visit campaigns that never hit their footfall benchmark. Same spend, better return.
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