Getting started with Google Ads

As a small business gym owner with plenty on your plate, outranking your competitors on search can be a long and time-consuming process, especially if you’ve got a newer website. Moving up in organic rankings can take time! One of the most effective ways to get immediate visibility at the top of Google Search results by getting started with Google Ads.

While a digital ads strategy doesn’t necessarily make a major, direct influence on your organic search placement (since these are paid clicks), it will keep your gym showing up alongside your competitors, right at the top of search results – if they’re done right.

Google Ads is a paid search tool that lets you strategically place your site at the top of search results with full control over your headlines, keywords, location radius, and even custom audiences. You choose where you want to show up, when you want to be seen, and what kind of results you’re aiming for!

Start with a custom landing page

The first step before getting started with Google Ads is making sure you’ve got a clear and focused landing page that’s directly linked to your ad. Instead of sending people to your main website, having a dedicated page just for your Google Ads helps you do two things:

1. Track exactly where your leads are coming from
   
2. Give users a smoother, more focused experience tied to the specific promotion or offer you’re running
   

This landing page can still live on your main site, it just shouldn’t be searchable organically. It should match the look and feel of your brand: same colors, logos, fonts, and overall vibe. Think of it as a more streamlined version of your site, with multiple Call to Action buttons throughout to drive results. 

It’s also important to make sure that the content of the landing page matches the content of your ads. Google will evaluate the landing pages that ads link to in order to determine how relevant they are. In turn, they then decide if your ads are a proper result to show to people searching the keywords you’ve built out (more on that later).

So what should your landing page include?

• Header with strong CTAs
  (Pull your prospects in right away—think “Try a Free Class Today” or “Claim Your Offer Now”)
  
• Your Programs
  (What do you offer? What ages and skill levels do you serve?)
  
• A Special Offer for Leads
  (Use a martial arts software like Kicksite integrated into your landing page to collect and track leads and tie it directly to the promotion you’re running)
  
• Your Schedule
  (Let prospects see class times and availability at a glance)
  
• Testimonials
  (Highlight real reviews from current members to build trust and provide social proof)
  
• Footer with Contact Info + Main Site Links
  (Include phone number, email, address, and a link back to your main site)

Build out your keywords and headlines

So, what’s a Google Ads keyword?

A keyword is basically a word or phrase you plug into your campaign that helps your ads show up when someone searches for those terms. Think: “martial arts gyms near me” or “self defense programs.” These are the terms your potential clients are already searching for, and your ad needs to be right there when they do.

To get started, you’ll need a wide variety of keywords. Of course, you’ll want to include the obvious ones related to martial arts and fitness. But don’t stop there! Think bigger, what else might your target audience be searching for? Things like “after school activities” or “programs for homeschooled kids” can bring in leads who aren’t directly searching for martial arts but still fit into your core audience.

Remember, keywords can, and should, change based on the season, the campaign, and the landing page the ads are driving to. If you’re running a summer camp promo, make sure to include terms like “summer camps near me” or “kids summer activities.” Tailor your keyword list to match whatever offer you’re pushing.

And don’t forget about location-based terms. Including your city or neighborhood in your keywords (like “Brazilian Jiu Jitsu in Anderson, SC”) helps make sure you’re reaching people in your area who are actually ready to take action.

Now let’s build out some headlines!

You’ve got your search keywords locked in, now it’s time to build out your custom headlines. These headlines should align closely with your keywords, meaning they need to be relevant to what your potential prospects are actually searching for, and the content that is on the landing page you built out.

Make sure to include your location, any current promotions, and attention-grabbing phrases that speak directly to your audience. Think of your headlines as mini billboards, they need to stand out and make someone want to click.

Here are a few examples:

• “Your First Class is Free”
  
• “Women’s Self Defense in Anderson”
  
• “Voted #1 Gym in Anderson”
  
• “Fitness Programs for All Ages and Levels”
  

The goal is to create headlines that match the search intent and immediately show users that you have what they’re looking for, right in their area.

Location + conversion tracking 

Having a designated radius around your location ensures you’re targeting the immediate area that your gym actually serves. In more populated areas, be mindful of how far your ads should really extend (how far are people actually willing to drive to train at your gym?). If there are spots within that radius you’d rather not target, consider using zip codes instead. You don’t want your ad budget going toward areas that aren’t relevant to your school.

When it comes to tracking, make sure your Google Ads account has a process in place to track conversions properly. Lead submission forms and phone calls are two of the main ways to do this. Use a tool like Google Tag Manager to implement your Google Tag code on your site and set up a trigger for tracking.

Get started with Kicksite Marketing Services

These are just a few tips and tricks for getting started with Google Ads campaigns. Keep in mind this is an ongoing process, and you’ll need to constantly optimize based on performance, including building negative keyword lists, monitoring quality scores, checking ad extensions and updating landing pages. Not sure where to start? Our team can help! Schedule a call with us today and learn about how our marketing professionals can curate and manage all your paid campaigns through Kicksite Marketing Services!