Australia's largest fitness equipment retailer, 15 stores, one strategy
Dynamo Fitness had grown from a single Perth store to 15 locations nationally, but the Google Ads operation hadn't scaled with it. Seven accounts, $115k/month in spend, and no unified strategy. Store visit campaigns looked terrible on paper (ROAS 0.03) because Google was recording $1 Get Directions clicks as the only conversion - not the $846 average in-store sale at a 75% close rate. Campaigns in the same state were bidding against each other. Competitors were running ads on Dynamo's own brand terms. The commercial account spent $23k in Q1 with near-zero trackable return because the conversion tracking was structurally broken. Budget was allocated by habit, not performance. The weekly process was reactive - a problem was spotted, a task was created, a fix was made, the same problem came back six weeks later.
Stop optimising for what Google could see and start building the infrastructure to show Google what was actually happening in-store.
Mapped all 7 Google Ads accounts across 6 states against actual store footprint. Identified geo cannibalisation between stores (Truganina serving Keysborough, Seven Hills bleeding into Yagoona), brand term hijacking by competitors, and campaign naming inconsistencies that made automated reporting impossible.
Store visit PMax and Search campaigns were being evaluated on ROAS - a metric that will always show 0.03 when Google records a $1 Get Directions click as the conversion. Rebuilt the evaluation framework around cost per footfall conversion. Benchmarks set per state. GCO went from $158 per footfall to $39 in six weeks.
Built a weekly budget governance model across $115k/month. Shifted spend from store visit campaigns into confirmed budget-limited revenue campaigns. VIC Multi-Station Gym Packages at ROAS 10.51 was capped at $47/day while store visit campaigns ran uncapped. Corrected across all 6 accounts with a floor rule: no store gets starved below $30/day regardless of performance.
With client confirming $846 AOV and 70-80% in-store close rate, Google was missing the vast majority of revenue its campaigns were generating. Built full implementation guide and initiated Cin7 integration to feed weekly in-store sales back into Google Ads. Expected to reframe true account ROAS from 3.10x to significantly higher once live.
Replaced reactive task management with a structured weekly operating system. Dan runs 10-section weekly reviews every Monday covering budget pacing, zero conversion scans, ROAS watch lists, geo cannibalisation checks and brand protection. Every Friday a single findings task surfaces decisions that need escalation. Dynamo Pulse module scoped for automated data pulls via Google Ads API.
Twelve months later:
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