Generated 356% ROI for a Novi, MI-Based Training Facility (MECA)

Overview

When I began working with MECA, a training center for both athletes and non-athletes, they were struggling with digital performance:

1. Google Ads were underperforming: High spend with low conversions
2. SEO traffic was stagnant: No growth in organic visibility

Fixing Google Ads Inefficiencies

The top priority was to stop the excessive and ineffective ad spend. MECA was running two separate Google Ads accounts, one targeting Chicago, the other focused on Novi, Grand Rapids, and Royal Oak. This setup led to conflicting tracking codes, making conversion tracking unreliable.

Solution

1. Consolidated campaigns into a single Google Ads account
2. Performed a full audit and restructured the ad campaigns
3. Optimized ad copy and regularly updated the negative keyword list

Results

1. Cut ad spend by over 50%
2. Increased monthly leads from 80 to 120+
3. Over 12 months (Jan–Dec 2023), helped generate $900K+ in revenue on a $153K ad budget, achieving an average ROI of 356%

Google Ads Performance Summary

Reviving Organic Growth Through SEO

Alongside PPC improvements, I launched a comprehensive SEO strategy involving:

1. Technical SEO enhancements
2. On-page content optimization
3. Targeted backlink acquisition through industry-relevant guest posting
4. Creation of detailed content outlines to guide content production

Results

1. Increased organic traffic from 800 to over 2,800 monthly clicks by December 2023
2. Drove a total of 43,000+ organic visits throughout the year.

Reviving Organic Growth Through SEO

SEO Performance Summary

Improving Lead Tracking Accuracy

To better understand where leads were coming from and optimize future campaigns, I implemented a site-wide UTM tracking system. This enabled:

1. Accurate attribution of leads from Google Ads, keywords, and campaign sources
2. Better allocation of ad budget toward top-performing search terms

Performance Summary