Scaling Success: How We Helped Kettlebell Kings Dominate the Fitness Market

  • Conversion Optimization, PPC Management, Paid Social
  • Ad Design

The Challenge

Kettlebell Kings sells a premium product to the true fitness enthusiast. They had struggled to see a favorable return on their previous advertising efforts before engaging with the WebMechanix team.

The Process

Like many of our clients, we started by addressing tracking and analytics issues to increase visibility. While we were improving tracking, we also audited the existing accounts and identified key areas of opportunity. Within the first few months of our relationship, we;

  • Used  the insights from the improved reporting to identify the products with the best ROAS and refined the existing campaigns to focus on where the biggest impacts were.
  • Targeted geos closest to fulfillment centers to cut shipping costs.
  • Found relevant audiences that were more likely to invest in high-end fitness equipment (e.g., interest in Joe Rogan).
  • Developed two remarketing audiences based on browsing and cart behavior.
  • Optimized conversion by testing multiple hypotheses and ensuring that there was a consistent “scent trail” between our ads and our landing pages.

The Results

We may have done our jobs a little too well

— they ran out of inventory on Black Friday weekend! But for Kettlebell Kings, the results speak for themselves – a significant increase in ROAS and sales volume. Kettlebell Kings’ success despite the outbreak of COVID-19 was so significant, it was cited publicly by Google’s CEO Sundar Pichai as a case study in growing a business during the pandemic.

The proof is in the numbers

Decrease in cost per purchase
Return on ad spend
Cost per purchase