September 30, 2025 • 27 mins
Are Google Ads worth it for your studio or practice? If you’ve ever wondered why ads don’t seem to work for you—or why you’re spending thousands each month without seeing results—this episode is for you.
I’m walking you through the anatomy of a Google Ad and breaking down how to set up campaigns the right way so you can start generating consistent, high-quality leads.
Inside the episode, you’ll learn:
- The three types of Google Ad campaigns every brick-and-mortar business should run: non-brand, brand, and competitor.
- Why keywords and search intent matter more than anything else—and how to choose the right ones.
- How to structure campaigns, ad groups, and ads so your Pilates, yoga, or physical therapy clients land on the right page every time.
- The math behind cost per lead (CPL), conversion rates, and return on ad spend (ROAS)—and why even a $60/day budget can create thousands in revenue.
- The key difference between running ads on Google vs. Meta (Facebook/Instagram) and how to use them together for better results.
Google Ads aren’t about throwing money at the wall—they’re about strategy, structure, and tracking. When done right, they can be one of the fastest ways to get new clients in your door and grow your boutique fitness or wellness business.
✨ Want help learning and applying these strategies?
- Join the Inner Circle waitlist: christagurka.com/mentorship
- Or schedule a 1:1 coaching call with me to walk through your setup step-by-step.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Christa Gurka | Fit Biz Str (00:01):
Hey there everyone.
Welcome back to another episodeof the Female Empowered Podcast.
I'm your host, Christa Gurka,and today's episode is going to
be super, super visual.
Which is not great for apodcast, I understand.
You're listening.
So how can you understand what'sgoing on visually?
(00:21):
But I'm gonna su reallyencourage you to watch this on
my YouTube channel.
So go to YouTube.
if you're on my email, there isa link that comes with the email
that says, listen to the podcastor watch on YouTube.
And I'm gonna suggest that yougo to YouTube to watch this
video because.
(00:43):
I am gonna be doing avisualization where I talk about
the anatomy of a Google ad.
And it was very easy for me tounderstand the difference when I
wrote this out and I drew it ona piece of paper.
So I get a lot of questions, andthis is something that we're
actually doing.
(01:04):
I'm doing a full month oftraining on this for my inner
Circle members, so they aregetting it this exact month of
September.
Just like it's coming out on thepodcast, and we've been spending
the whole month literallyhelping these businesses build
out their Google ad strategy.
This is something that I've beenrecently learning and optimizing
for myself, and then I'm turningaround and teaching it to the
(01:26):
women in my membership and mymentorship group.
It is something that I think issuper valuable for businesses
looking to grow, and get moreleads in the door, and it does
work if you set it up properly.
So a lot of times the reasonpeople say it doesn't work for
them is because they haven't setit up properly.
This was my case.
(01:46):
This was lots of business ownerswhen I look at the backend of
how their ads were set up andit's just not set up the right
way.
it happened to me when I had anagency that was doing my ads.
I recognized after reallyabdicating that responsibility
because I didn't know what I waslooking at.
I recognized I was paying$3,500a month, not including ad spend,
so I was probably paying aboutfive grand a month and they had
(02:08):
the campaign set up the wrongway.
And so I was just not gettingthe right data and not getting
in front of the right people.
But they do work if you set themup the right way.
I'm gonna do this littletraining today to hopefully give
you an understanding of how youcan optimize Google ads.
One of the reasons I thinkGoogle Ads are good for.
(02:29):
Brick and mortar local servicebusinesses is because what
Google basically is, is likepeople searching in a phone
book.
these are people that areraising their hand that are
saying, I want pelvic healthservices.
they are looking online, typingin pelvic health services near
me.
Pilate Studio near me.
(02:50):
Best Pilates studio in Miami.
They are actually literallysaying, I'm looking for this
information, and so that iswhere you wanna be.
Versus in meta, Facebook,Instagram, social, those people
are not necessarily looking forsomething.
The analogy for them, it's kindof like.
(03:13):
Driving on the highway and yousee a billboard of like, oh,
that caught my attention.
That's like an ad.
They didn't know they werelooking for that, but maybe it
brings it to the front of theirawareness I like to do what we
call prospecting.
So prospecting is like lookingfor gold, right?
Looking for new people onGoogle, and then maybe retarget
(03:36):
on meta if you are a localservice business.
Alright.
If you're an online business, Ido think Meta is a really good
place to do it.
I've had a lot of really greatsuccess with my meta ads
recently in starting to grow myemail list and my podcast
listeners.
But today we're gonna talk aboutGoogle.
The I Other important thing whenyou talk about Google is
(04:00):
keywords.
the way that you set up yourGoogle ads are you input
different keywords of like whatyou think people are gonna
search for.
The most important thing interms of ads is the intent of
the searcher.
We as business owners, if we'reputting money.
(04:21):
Behind an ad, right?
So that's paid advertising.
We wanna make sure that theintent of these people is to
work with us and pay us for ourservice.
it's really important to use theright key words.
so for example, someone who'styping in prenatal exercise,
(04:45):
maybe they're looking for.
A online video, or maybe they'relooking, is it safe to exercise
when I'm pregnant?
We, as the providers want to belooking, want to be using
keywords where they're looking,so like prenatal Pilates classes
(05:05):
near me.
Best physical therapist near me.
So we wanna make sure that we'reusing words that are the intent
of the searcher, not just peoplelooking for information.
So I get a lot of people thatwill ask well, what if people
are looking for, is Pilates safeduring pregnancy?
(05:31):
And they're just looking forthat information.
But then we convince them tocome to our studio now.
Those are great, but I still dothink what's important is we do
that with like organic researchor organic search, like SEO
blogs, but let's not pay forthat because the choice the,
those are people that areproblem unaware, right?
(05:51):
They don't know that they wantyour services and to pay to try
to convince.
Them is just a little bitharder.
So what I would say is you cando like a blog and they can get
access to your website, which isalways good for SEO, and then
you can maybe retarget them withan ad later or on your blog.
The call to action is likeinterested in seeing if this is
right for you.
(06:11):
Schedule a session with ustoday, but I just wouldn't put
paid money behind it.
let me get to what I'm gonnateach you on my handy dandy
whiteboard.
I'm so excited.
You can tell how old I am.
I've been using this incessantlyand I love the fact that I got a
whiteboard and it's kind ofcrazy and sad that I'm super
excited about a whiteboardpurchase nowadays.
this is where you should reallygo to YouTube and watch this, In
(06:32):
Google, the highest point.
The, the start of the pyramid iswhat we call the campaign level.
So you are gonna decide what youwant that campaign to be.
And now under the campaign, youhave different.
(06:58):
Ad groups.
In meta, they call them ad sets.
In Google, they call them adgroups.
so ad groups is the next leveldown, and then within each ad
group.
You have your ads, Same in meta.
So in meta you have campaign,you have ad sets, and then you
have ads in Google, you havecampaign ad groups, and then ad,
(07:21):
so the ad groups are where wecan separate our keywords for
very specific things.
All right?
At the campaign level is we'regonna decide like the top tier
of the campaign.
(07:42):
There's three different campaigntypes that I am recommending to
business owners currently, andthis is something that I
recently learned, which I'msuper excited about.
so the three types of campaignsthat you can build are standby.
you can have your non-brand.
(08:05):
So non-brand are key words likepelvic health, near me, best
reform or studio near me.
Private concierge, physicaltherapist near me.
so that's your non-brandcampaign.
(08:25):
Then you have your brandcampaign, Your brand campaign.
So your brand campaign is whereyou are protecting your brand.
Now, some people might be well.
Why do I have to pay for mybrand?
You wanna protect your brand sothat other people, your
competitors can't pay to show upfor your brand name.
(08:50):
So for example, and you can dothis, if you go to Google and
you type in Airbnb, the top.
Result will be Airbnb, andusually the very next one will
be VRBO.
Why?
Because VRBO has bid on thekeyword Airbnb so they can show
(09:14):
up next to it, all right?
And if Airbnb is not protectingtheir brand name, what happens
is VRBO would show up above themin the search query.
So if I didn't protect, and thishappened to us, if I didn't
protect Pilates in the Grove asa brand name and run an ad so
(09:35):
that if anyone typed in Pilatesin the Grove, I would show up
first.
My competitors were doing that,and they were showing up first.
So this was happening to us.
So what was happening was.
Even it said in the ad title,Pilates in the Grove, and so
sometimes people were bookingthere, right?
And they were going to anotherlocation thinking they were
(09:57):
still coming to Pilates andGrove, but it was another
location.
So we want to, protect ourbrand.
Then the next campaign type is acompetitor campaign.
Okay.
Your competitor campaign, thisis where you are going to bid on
your competitor's names.
(10:18):
Okay?
So like for Pilates in theGrove, we could run a campaign
for Club Pilates.
So if people typed in ClubPilates, we would show up.
Now,, if Club Pilates wasrunning a brand campaign, we
wouldn't show up above them.
But if they're not running abrand campaign, which they do,
(10:39):
we would show up above them.
'cause you know how thesponsored ads come at the top
and then organic search?
so we have, generally a goodstrategy is to run all three
different campaigns.
Okay.
And I'm gonna show you how youcan set that up now.
if we go back to this campaignstructure.
(11:00):
All right.
And I'm gonna do an example ofa, excuse me, a boutique fitness
studio that offers a variety ofservices.
Okay.
And we are gonna do, first weare gonna be non-brand search.
Okay?
That's gonna be our campaignlevel.
(11:20):
Then I'm gonna have threedifferent ad groups, One ad
group is gonna be Pilates.
Okay?
Another ad group is gonna beyoga, and another ad group is
gonna be personal training.
Okay?
So in this ad group.
(11:43):
Pilates, I'm gonna decide, I'mgonna have all of the keywords
be related to Pilates reformerclasses near me, and I'm gonna
use phrase match, okay?
Which goes in the littlequotation marks.
I'm gonna use small group.
(12:09):
Reformer classes.
Okay.
I might use one-on-one Pilates.
Okay.
Now, in my yoga, my key wordsmight be the same, but just with
yoga.
Yoga near me.
maybe, if I have, if that's myspecialty.
Yoga in Miami.
(12:33):
Okay.
Maybe I'll have best yogaclasses, Miami.
Okay.
And then for personal training,I'll have a bunch of keywords in
here.
But so what happens then is Ican pay for these words and then
this ad will send themspecifically to a page that's
(12:55):
all about Pilates.
So it'll be way more specific.
And Google will show it to morepeople that are searching these
terms.
And then same with yoga.
I could have the yoga ad.
Group go specifically to a yogapage, and I could have the
personal training ad group gospecifically to a personal
training page so we cancustomize the experience for
(13:19):
each person, right?
So.
Because if you send them to ageneralized homepage, which is
what a lot of people do, youmight lose them.
Because if they're searchingPilates and they go to a
generalized homepage, they mightbe like, well, I don't, I just
want Pilates.
so you want to customize thisexperience for them.
(13:39):
Customize this experience forthe person searching so you can
really optimize why you're thebest person for this.
Making sure that on this lastpage or wherever you're sending
them, they can take an action,right?
So ideally we're, we are using,in this campaign, we're going
(14:01):
for leads.
And we're measuring.
A conversion, you can havedifferent conversion, what's the
word I'm looking for?
Actions.
A conversion could be, theysubmitted a lead form that could
be a conversion.
And then Google will tell you,this person clicked on your ad.
This person scheduled a, a leada submitted a lead form.
(14:23):
It can be a phone call to yourstudio.
It can be a.
They actually schedule.
Now, if they schedule, then usea third party scheduler.
There's a bit of a workaroundyou have to do, but you wanna
know are they taking the actionthat you want them to take?
So are they not just landing onyour website, but are they
(14:47):
taking an actual action?
Whether it's book a call, submita lead form.
Add to cart, like all thisdifferent kinds of stuff.
So this would be your non-brandsearch campaign, and you can
have all these different bucketsif you want.
(15:07):
Now the next thing we can do iscreate a brand campaign.
so we can call this brand searchcampaign.
And again, we'll set up forleads and we'll decide what
conversion we want to take.
(15:31):
Now the ad group here would be.
Your business name.
So it would be like Pilates inthe Grove.
Okay.
And I'm protecting this, so I'mpaying, so if people search
Pilates in the Grove, I makesure that I come up very first,
(15:51):
not one of my competitors.
Okay.
And then lastly.
We would have your competitorcampaign.
Okay, so competitor search.
Okay, I want leads.
(16:11):
All right.
And then we can measure whateverconversion we want.
Okay.
Now I would have maybe differentad groups for this, or I could
have one ad group.
But I would have different,keywords.
So I would have like clubPilates.
(16:32):
Okay.
I would have, Pilates one.
Okay.
I could have, you know, Pandora.
Pilates.
So basically what I'm tellingGoogle is I'm willing to pay
that if somebody click, issearching one of these, that
(16:53):
they see my ad, okay.
And then I get the lead or theconversion from there.
And especially this works ifthese people are not protecting
their brand name and I'm gettingsome of the traffic by people
looking for this.
Okay.
So.
To review.
In a perfect world, when you'rehaving everything optimized and
(17:17):
you are doing Google searchcampaigns, okay, which is what
we recommend for local searchads, you would have three
different types, right?
Are non-brand, brand.
Search your brand.
Search and your competitorsearch.
(17:41):
Alright, these are the threedifferent ones, and then each
one, you know, you have yourcampaign budget, so maybe you're
like, I wanna spend$20 a day onthis one.
$20 a day on this one, and$20 aday on this one.
So that's$60 a day.
Okay, let's actually do the mathon this.
Let's actually do the math,okay?
(18:04):
'cause the numbers don't lie.
So if you've got all of thoserunning, okay, and you're
spending$60 a day, okay, whichis$1,800 per month.
$60 a day is$1,800 per month.
Now if you are getting with allthree of those, if you're
(18:27):
actually getting, and, and thisis where it could take a while
to get these metrics, like maybea month or two months, but once
you get them, they're reallygood.
Let's say your cost per lead, Sothe cost per someone submitting
a form or the cost per someonemaking a phone call, let's say.
You get that down to like$5.
(18:50):
You get it down to$5.
CPL is cost per lead.
Cost per lead.
And you have a conversion rateof, let's even say on the low
end, 30%.
30% is.
(19:11):
Costs.
30% conversion rate.
So if you get, so you'respending$60 a day, And it's,
you're getting a$5 cost perlead.
that's, let me see if I do mymath right.
So I think it's 12, but let'ssee, 60 divided by five equals
12.
Yeah.
So you're getting 12 leads perday.
(19:37):
so now you say, well, that's 12leads per day, but not all of
those people schedule.
But you get a 30% conversionrate, so that means three of, so
like let's say, so that's four.
so four.
So of these 12 leads, fourbecome clients.
(19:57):
So you have four.
You spent.
$60 a day and you got fourclients, right?
So if each of these four clientssigns up for a private physical
therapy session, that costs$200,Four times two, that's$800, even
(20:21):
if they only come one time.
So you spent$60 to get$800.
That's what we call our ROASroas Return on ad spend.
I would do that all day long.
Would you give me$60 if I gaveyou$800 back?
Yeah.
Even if you only had a 1%, let'sjust say you had 1%, so you got
(20:46):
12 people to come in and onlyone person became a client.
That's still.
$200.
You spend$60 and you got 200.
That's awesome.
That's good.
where you get your, this iswhere you, this is where the
magic happens.
When you learn these numbershere, I don't know, drawings a
(21:09):
little bit messed up now.
So this is where it becomes amath problem.
So if you're like, oh, Iactually want to get, I wanna
get.
10 new paying customers eachweek.
It just becomes math.
How much do you have to spend toget there?
So now if you are, if you'recharging$200 a visit, you might
(21:29):
be willing to spend$20 CPL.
Now, just recognize if you'regetting a$20 cost per lead and
you're only spending$20 a day onthat ad, you're only probably
gonna get one lead a day.
Maybe that's okay for you.
Maybe you don't have thecapacity to service that many
clients.
But this again, is how you canleverage the power of ads to get
(21:55):
in front of the right people foryour business.
And at each and every phase,each and every touchpoint, each
and every next step, we canoptimize to be better.
So we can see.
Are people not clicking on thead.
That means there's somethingwrong with the ad.
Are people clicking on the adbut not taking the following
(22:16):
action?
So there's no converting?
Then there's some disconnectwith the ad and the call to
action on the conversion page,right?
So like let's say, maybe again,let's say you're talking about
the person that searching wassearching for something for
menopause, but you sent them toa prenatal page.
Well, they'll be like, well.
I typed in menopause.
Now I'm on a prenatal page.
(22:37):
This is totally not different.
They're not gonna take the rightaction.
So you need to optimize thelanding page.
Has to meet the ad, And then ifthey're not actually coming in,
right, they're not actuallyshowing up.
What does that funnel look like,right?
Or if they do come in, but theydon't reschedule, you have to
look at your operations and yourservice delivery.
(22:59):
Maybe you have a sales problem.
But you, we can look at each andevery touchpoint and figure out
where the kink in the chain is.
Now, if your brain is losingoutta your ears, because ads is
a lot and it's a big, it's a bigundertaking and it feels like a
(23:19):
very, very heavy lift for us asbusiness owners.
I will tell you, this is totallysomething we can learn how to
do.
We can totally learn how to dothis ourselves, and this is
something that possibly in theinner circle, I will be adding
this as a resource for the innercircle starting in January of
(23:44):
2026.
So if this is something you'reinterested in being like, I
don't wanna do this by myself, Iwant someone to hold my hand as
I do it.
Get yourself possibly on thewait list for.
The inner circle.
So you can go to ChristaGurka.com/mentorship.
There should be a wait listalready open.
we open up enrollment again endof December, January.
(24:06):
So if this is something you'reinterested in learning or maybe
schedule a one-on-one call withme, you know, I'm happy to walk
you through step-by-step how Ido it, and show you screen
shares and all this kind ofstuff and walk you through this
process to give you a little bitof guidance.
I hope this was helpful.
I'm sure it wasn't super helpfulif you're just listening to it,
(24:26):
but if you do get the chance togo on YouTube and watch the
video, I think it will be alittle bit more clear.
ladies, I hope this was good.
Until next time, bye for now.
Hey there everyone.
Welcome back to another episodeof the Female Empowered Podcast.
I'm your host, Christa Gurka,and today's episode is going to
be super, super visual.
Which is not great for apodcast, I understand.
You're listening.
So how can you understand what'sgoing on visually?
(00:21):
But I'm gonna su reallyencourage you to watch this on
my YouTube channel.
So go to YouTube.
if you're on my email, there isa link that comes with the email
that says, listen to the podcastor watch on YouTube.
And I'm gonna suggest that yougo to YouTube to watch this
video because.
(00:43):
I am gonna be doing avisualization where I talk about
the anatomy of a Google ad.
And it was very easy for me tounderstand the difference when I
wrote this out and I drew it ona piece of paper.
So I get a lot of questions, andthis is something that we're
actually doing.
(01:04):
I'm doing a full month oftraining on this for my inner
Circle members, so they aregetting it this exact month of
September.
Just like it's coming out on thepodcast, and we've been spending
the whole month literallyhelping these businesses build
out their Google ad strategy.
This is something that I've beenrecently learning and optimizing
for myself, and then I'm turningaround and teaching it to the
(01:26):
women in my membership and mymentorship group.
It is something that I think issuper valuable for businesses
looking to grow, and get moreleads in the door, and it does
work if you set it up properly.
So a lot of times the reasonpeople say it doesn't work for
them is because they haven't setit up properly.
This was my case.
(01:46):
This was lots of business ownerswhen I look at the backend of
how their ads were set up andit's just not set up the right
way.
it happened to me when I had anagency that was doing my ads.
I recognized after reallyabdicating that responsibility
because I didn't know what I waslooking at.
I recognized I was paying$3,500a month, not including ad spend,
so I was probably paying aboutfive grand a month and they had
(02:08):
the campaign set up the wrongway.
And so I was just not gettingthe right data and not getting
in front of the right people.
But they do work if you set themup the right way.
I'm gonna do this littletraining today to hopefully give
you an understanding of how youcan optimize Google ads.
One of the reasons I thinkGoogle Ads are good for.
(02:29):
Brick and mortar local servicebusinesses is because what
Google basically is, is likepeople searching in a phone
book.
these are people that areraising their hand that are
saying, I want pelvic healthservices.
they are looking online, typingin pelvic health services near
me.
Pilate Studio near me.
(02:50):
Best Pilates studio in Miami.
They are actually literallysaying, I'm looking for this
information, and so that iswhere you wanna be.
Versus in meta, Facebook,Instagram, social, those people
are not necessarily looking forsomething.
The analogy for them, it's kindof like.
(03:13):
Driving on the highway and yousee a billboard of like, oh,
that caught my attention.
That's like an ad.
They didn't know they werelooking for that, but maybe it
brings it to the front of theirawareness I like to do what we
call prospecting.
So prospecting is like lookingfor gold, right?
Looking for new people onGoogle, and then maybe retarget
(03:36):
on meta if you are a localservice business.
Alright.
If you're an online business, Ido think Meta is a really good
place to do it.
I've had a lot of really greatsuccess with my meta ads
recently in starting to grow myemail list and my podcast
listeners.
But today we're gonna talk aboutGoogle.
The I Other important thing whenyou talk about Google is
(04:00):
keywords.
the way that you set up yourGoogle ads are you input
different keywords of like whatyou think people are gonna
search for.
The most important thing interms of ads is the intent of
the searcher.
We as business owners, if we'reputting money.
(04:21):
Behind an ad, right?
So that's paid advertising.
We wanna make sure that theintent of these people is to
work with us and pay us for ourservice.
it's really important to use theright key words.
so for example, someone who'styping in prenatal exercise,
(04:45):
maybe they're looking for.
A online video, or maybe they'relooking, is it safe to exercise
when I'm pregnant?
We, as the providers want to belooking, want to be using
keywords where they're looking,so like prenatal Pilates classes
(05:05):
near me.
Best physical therapist near me.
So we wanna make sure that we'reusing words that are the intent
of the searcher, not just peoplelooking for information.
So I get a lot of people thatwill ask well, what if people
are looking for, is Pilates safeduring pregnancy?
(05:31):
And they're just looking forthat information.
But then we convince them tocome to our studio now.
Those are great, but I still dothink what's important is we do
that with like organic researchor organic search, like SEO
blogs, but let's not pay forthat because the choice the,
those are people that areproblem unaware, right?
(05:51):
They don't know that they wantyour services and to pay to try
to convince.
Them is just a little bitharder.
So what I would say is you cando like a blog and they can get
access to your website, which isalways good for SEO, and then
you can maybe retarget them withan ad later or on your blog.
The call to action is likeinterested in seeing if this is
right for you.
(06:11):
Schedule a session with ustoday, but I just wouldn't put
paid money behind it.
let me get to what I'm gonnateach you on my handy dandy
whiteboard.
I'm so excited.
You can tell how old I am.
I've been using this incessantlyand I love the fact that I got a
whiteboard and it's kind ofcrazy and sad that I'm super
excited about a whiteboardpurchase nowadays.
this is where you should reallygo to YouTube and watch this, In
(06:32):
Google, the highest point.
The, the start of the pyramid iswhat we call the campaign level.
So you are gonna decide what youwant that campaign to be.
And now under the campaign, youhave different.
(06:58):
Ad groups.
In meta, they call them ad sets.
In Google, they call them adgroups.
so ad groups is the next leveldown, and then within each ad
group.
You have your ads, Same in meta.
So in meta you have campaign,you have ad sets, and then you
have ads in Google, you havecampaign ad groups, and then ad,
(07:21):
so the ad groups are where wecan separate our keywords for
very specific things.
All right?
At the campaign level is we'regonna decide like the top tier
of the campaign.
(07:42):
There's three different campaigntypes that I am recommending to
business owners currently, andthis is something that I
recently learned, which I'msuper excited about.
so the three types of campaignsthat you can build are standby.
you can have your non-brand.
(08:05):
So non-brand are key words likepelvic health, near me, best
reform or studio near me.
Private concierge, physicaltherapist near me.
so that's your non-brandcampaign.
(08:25):
Then you have your brandcampaign, Your brand campaign.
So your brand campaign is whereyou are protecting your brand.
Now, some people might be well.
Why do I have to pay for mybrand?
You wanna protect your brand sothat other people, your
competitors can't pay to show upfor your brand name.
(08:50):
So for example, and you can dothis, if you go to Google and
you type in Airbnb, the top.
Result will be Airbnb, andusually the very next one will
be VRBO.
Why?
Because VRBO has bid on thekeyword Airbnb so they can show
(09:14):
up next to it, all right?
And if Airbnb is not protectingtheir brand name, what happens
is VRBO would show up above themin the search query.
So if I didn't protect, and thishappened to us, if I didn't
protect Pilates in the Grove asa brand name and run an ad so
(09:35):
that if anyone typed in Pilatesin the Grove, I would show up
first.
My competitors were doing that,and they were showing up first.
So this was happening to us.
So what was happening was.
Even it said in the ad title,Pilates in the Grove, and so
sometimes people were bookingthere, right?
And they were going to anotherlocation thinking they were
(09:57):
still coming to Pilates andGrove, but it was another
location.
So we want to, protect ourbrand.
Then the next campaign type is acompetitor campaign.
Okay.
Your competitor campaign, thisis where you are going to bid on
your competitor's names.
(10:18):
Okay?
So like for Pilates in theGrove, we could run a campaign
for Club Pilates.
So if people typed in ClubPilates, we would show up.
Now,, if Club Pilates wasrunning a brand campaign, we
wouldn't show up above them.
But if they're not running abrand campaign, which they do,
(10:39):
we would show up above them.
'cause you know how thesponsored ads come at the top
and then organic search?
so we have, generally a goodstrategy is to run all three
different campaigns.
Okay.
And I'm gonna show you how youcan set that up now.
if we go back to this campaignstructure.
(11:00):
All right.
And I'm gonna do an example ofa, excuse me, a boutique fitness
studio that offers a variety ofservices.
Okay.
And we are gonna do, first weare gonna be non-brand search.
Okay?
That's gonna be our campaignlevel.
(11:20):
Then I'm gonna have threedifferent ad groups, One ad
group is gonna be Pilates.
Okay?
Another ad group is gonna beyoga, and another ad group is
gonna be personal training.
Okay?
So in this ad group.
(11:43):
Pilates, I'm gonna decide, I'mgonna have all of the keywords
be related to Pilates reformerclasses near me, and I'm gonna
use phrase match, okay?
Which goes in the littlequotation marks.
I'm gonna use small group.
(12:09):
Reformer classes.
Okay.
I might use one-on-one Pilates.
Okay.
Now, in my yoga, my key wordsmight be the same, but just with
yoga.
Yoga near me.
maybe, if I have, if that's myspecialty.
Yoga in Miami.
(12:33):
Okay.
Maybe I'll have best yogaclasses, Miami.
Okay.
And then for personal training,I'll have a bunch of keywords in
here.
But so what happens then is Ican pay for these words and then
this ad will send themspecifically to a page that's
(12:55):
all about Pilates.
So it'll be way more specific.
And Google will show it to morepeople that are searching these
terms.
And then same with yoga.
I could have the yoga ad.
Group go specifically to a yogapage, and I could have the
personal training ad group gospecifically to a personal
training page so we cancustomize the experience for
(13:19):
each person, right?
So.
Because if you send them to ageneralized homepage, which is
what a lot of people do, youmight lose them.
Because if they're searchingPilates and they go to a
generalized homepage, they mightbe like, well, I don't, I just
want Pilates.
so you want to customize thisexperience for them.
(13:39):
Customize this experience forthe person searching so you can
really optimize why you're thebest person for this.
Making sure that on this lastpage or wherever you're sending
them, they can take an action,right?
So ideally we're, we are using,in this campaign, we're going
(14:01):
for leads.
And we're measuring.
A conversion, you can havedifferent conversion, what's the
word I'm looking for?
Actions.
A conversion could be, theysubmitted a lead form that could
be a conversion.
And then Google will tell you,this person clicked on your ad.
This person scheduled a, a leada submitted a lead form.
(14:23):
It can be a phone call to yourstudio.
It can be a.
They actually schedule.
Now, if they schedule, then usea third party scheduler.
There's a bit of a workaroundyou have to do, but you wanna
know are they taking the actionthat you want them to take?
So are they not just landing onyour website, but are they
(14:47):
taking an actual action?
Whether it's book a call, submita lead form.
Add to cart, like all thisdifferent kinds of stuff.
So this would be your non-brandsearch campaign, and you can
have all these different bucketsif you want.
(15:07):
Now the next thing we can do iscreate a brand campaign.
so we can call this brand searchcampaign.
And again, we'll set up forleads and we'll decide what
conversion we want to take.
(15:31):
Now the ad group here would be.
Your business name.
So it would be like Pilates inthe Grove.
Okay.
And I'm protecting this, so I'mpaying, so if people search
Pilates in the Grove, I makesure that I come up very first,
(15:51):
not one of my competitors.
Okay.
And then lastly.
We would have your competitorcampaign.
Okay, so competitor search.
Okay, I want leads.
(16:11):
All right.
And then we can measure whateverconversion we want.
Okay.
Now I would have maybe differentad groups for this, or I could
have one ad group.
But I would have different,keywords.
So I would have like clubPilates.
(16:32):
Okay.
I would have, Pilates one.
Okay.
I could have, you know, Pandora.
Pilates.
So basically what I'm tellingGoogle is I'm willing to pay
that if somebody click, issearching one of these, that
(16:53):
they see my ad, okay.
And then I get the lead or theconversion from there.
And especially this works ifthese people are not protecting
their brand name and I'm gettingsome of the traffic by people
looking for this.
Okay.
So.
To review.
In a perfect world, when you'rehaving everything optimized and
(17:17):
you are doing Google searchcampaigns, okay, which is what
we recommend for local searchads, you would have three
different types, right?
Are non-brand, brand.
Search your brand.
Search and your competitorsearch.
(17:41):
Alright, these are the threedifferent ones, and then each
one, you know, you have yourcampaign budget, so maybe you're
like, I wanna spend$20 a day onthis one.
$20 a day on this one, and$20 aday on this one.
So that's$60 a day.
Okay, let's actually do the mathon this.
Let's actually do the math,okay?
(18:04):
'cause the numbers don't lie.
So if you've got all of thoserunning, okay, and you're
spending$60 a day, okay, whichis$1,800 per month.
$60 a day is$1,800 per month.
Now if you are getting with allthree of those, if you're
(18:27):
actually getting, and, and thisis where it could take a while
to get these metrics, like maybea month or two months, but once
you get them, they're reallygood.
Let's say your cost per lead, Sothe cost per someone submitting
a form or the cost per someonemaking a phone call, let's say.
You get that down to like$5.
(18:50):
You get it down to$5.
CPL is cost per lead.
Cost per lead.
And you have a conversion rateof, let's even say on the low
end, 30%.
30% is.
(19:11):
Costs.
30% conversion rate.
So if you get, so you'respending$60 a day, And it's,
you're getting a$5 cost perlead.
that's, let me see if I do mymath right.
So I think it's 12, but let'ssee, 60 divided by five equals
12.
Yeah.
So you're getting 12 leads perday.
(19:37):
so now you say, well, that's 12leads per day, but not all of
those people schedule.
But you get a 30% conversionrate, so that means three of, so
like let's say, so that's four.
so four.
So of these 12 leads, fourbecome clients.
(19:57):
So you have four.
You spent.
$60 a day and you got fourclients, right?
So if each of these four clientssigns up for a private physical
therapy session, that costs$200,Four times two, that's$800, even
(20:21):
if they only come one time.
So you spent$60 to get$800.
That's what we call our ROASroas Return on ad spend.
I would do that all day long.
Would you give me$60 if I gaveyou$800 back?
Yeah.
Even if you only had a 1%, let'sjust say you had 1%, so you got
(20:46):
12 people to come in and onlyone person became a client.
That's still.
$200.
You spend$60 and you got 200.
That's awesome.
That's good.
where you get your, this iswhere you, this is where the
magic happens.
When you learn these numbershere, I don't know, drawings a
(21:09):
little bit messed up now.
So this is where it becomes amath problem.
So if you're like, oh, Iactually want to get, I wanna
get.
10 new paying customers eachweek.
It just becomes math.
How much do you have to spend toget there?
So now if you are, if you'recharging$200 a visit, you might
(21:29):
be willing to spend$20 CPL.
Now, just recognize if you'regetting a$20 cost per lead and
you're only spending$20 a day onthat ad, you're only probably
gonna get one lead a day.
Maybe that's okay for you.
Maybe you don't have thecapacity to service that many
clients.
But this again, is how you canleverage the power of ads to get
(21:55):
in front of the right people foryour business.
And at each and every phase,each and every touchpoint, each
and every next step, we canoptimize to be better.
So we can see.
Are people not clicking on thead.
That means there's somethingwrong with the ad.
Are people clicking on the adbut not taking the following
(22:16):
action?
So there's no converting?
Then there's some disconnectwith the ad and the call to
action on the conversion page,right?
So like let's say, maybe again,let's say you're talking about
the person that searching wassearching for something for
menopause, but you sent them toa prenatal page.
Well, they'll be like, well.
I typed in menopause.
Now I'm on a prenatal page.
(22:37):
This is totally not different.
They're not gonna take the rightaction.
So you need to optimize thelanding page.
Has to meet the ad, And then ifthey're not actually coming in,
right, they're not actuallyshowing up.
What does that funnel look like,right?
Or if they do come in, but theydon't reschedule, you have to
look at your operations and yourservice delivery.
(22:59):
Maybe you have a sales problem.
But you, we can look at each andevery touchpoint and figure out
where the kink in the chain is.
Now, if your brain is losingoutta your ears, because ads is
a lot and it's a big, it's a bigundertaking and it feels like a
(23:19):
very, very heavy lift for us asbusiness owners.
I will tell you, this is totallysomething we can learn how to
do.
We can totally learn how to dothis ourselves, and this is
something that possibly in theinner circle, I will be adding
this as a resource for the innercircle starting in January of
(23:44):
2026.
So if this is something you'reinterested in being like, I
don't wanna do this by myself, Iwant someone to hold my hand as
I do it.
Get yourself possibly on thewait list for.
The inner circle.
So you can go to ChristaGurka.com/mentorship.
There should be a wait listalready open.
we open up enrollment again endof December, January.
(24:06):
So if this is something you'reinterested in learning or maybe
schedule a one-on-one call withme, you know, I'm happy to walk
you through step-by-step how Ido it, and show you screen
shares and all this kind ofstuff and walk you through this
process to give you a little bitof guidance.
I hope this was helpful.
I'm sure it wasn't super helpfulif you're just listening to it,
(24:26):
but if you do get the chance togo on YouTube and watch the
video, I think it will be alittle bit more clear.
ladies, I hope this was good.
Until next time, bye for now.
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