Western Wellness is a yoga studio and yoga teacher training studio based in Werribee and Point Cook, in Melbourne, Victoria. They came to Four Dots Australia with two clear goals: reduce their cost per conversion, and increase the number of leads for their yoga teacher training courses and yoga classes.
The problem wasn't demand — it was the account. Google Ads had been set up and run by a previous agency, and the structure and bid settings it left behind were quietly working against the studio: spend was going to the wrong places, the ads weren't earning the clicks they should have, and every enquiry was costing far more than it needed to.
We didn't add budget — we made the existing budget work. The result was achieved by restructuring the Google Ads account and modifying the bid settings that had been set up by the previous agency.
Account restructure. The campaigns, ad groups and keywords were reorganised so that each part of the offer — yoga classes, and yoga teacher training — was targeted deliberately, rather than competing with itself for the same spend.
Bid settings. With the structure sound, we modified the bidding so the account paid what each click was actually worth to the studio, instead of overbidding on terms that were never going to convert.
Within one month of working with Four Dots Australia, Western Wellness's cost per conversion reduced by 50%, from $40 per conversion to $20 per conversion. The click-through rate on the ads increased from 11% to 17% within the first month — the same searches, but ads people actually wanted to click.
Most importantly for the studio, the volume followed the efficiency: the number of conversions increased from 10 to 47 in the first month. Nearly five times the enquiries, at half the cost each.
