CLIENT CASE STUDIES: META AND GOOGLE ADS
80% lower cost per lead.
Built from zero in one quarter.
How we took Yoga Movement’s Hong Kong yoga and wellness studio from no paid presence on Google and an untested Meta account to a lead engine running under $2.20 per lead.
Services Offered:
- Google Ads Strategy
- Meta Ads Strategy
- Landing page optimization
- Lead Generation
Data Source
- Google Analytics
- Meta Ads Manager
THE BRIEF
A proven Meta account. No Google presence at all.
Yoga Movement’s Hong Kong yoga and wellness studio had a Meta account with real potential — strong creative, a resonant brand, and cost-per-lead already competitive against industry benchmarks (SGD $4–6). But testing was thin, campaigns were optimized for traffic rather than leads, and there was no dedicated Google presence in the market at all — only the Singapore studio was running Google Ads. The task was to bring that same discipline to Hong Kong, then tighten it week over week.
CLIENT
Yoga Movement’s Yoga & Wellness Studio
INDUSTRY
Yoga & Wellness Studio
LOCATION
Hong Kong
OBJECTIVE
Efficient, scalable class-trial leads
ISSUES FACED
A strong foundation, an untested account
TESTING
Limited testing scope
Only one or two campaigns running at a time, without exploring memberships, share packs, or solo packs.
OBJECTIVES
Traffic, not leads
Campaigns were optimized for clicks rather than purchases or leads, leaving strong creative underused.
MARKET GAP
No Google presence in HK
Google Ads was live in Singapore but had never launched for the Hong Kong studio — the market’s highest-intent channel sat empty.
THE AUDIT
What the account audit found
01
Meta cost per lead already sat in a healthy SGD $2–6 range, driven by offers like “$100 Off Starter Classes” and “Free Yoga Class.”
02
Creative and messaging were strong. The limiting factor was structure and testing scope, not the ads themselves.
03
Users clicking an ad were sent to a general page and had to search for the right offer, creating drop-off.
04
Hong Kong competitors were highly visible on Google (many with 70–200+ reviews) but had a real gap in Meta ad volume and creative quality.
Outcome of the review
- Shift Meta campaigns toward lead-generation objectives
- Launch a dedicated Google presence for Hong Kong
- Build a testing rhythm around targeting and creative format
THE STRATEGY
Five moves, one testing rhythm
01
Launch Google Ads for Hong Kong
Stood up Search and Performance Max campaigns from scratch, giving the studio its first Google presence in the market.
02
Shift Meta to lead objectives
Moved campaigns off traffic-based optimisation and onto lead generation, putting the existing strong creative to work.
03
Test open targeting vs. interest targeting
Ran both approaches side by side on Meta to see which found qualified students more efficiently and let the data pick the winner weekly.
04
Invest in video creative
Video ads consistently out-clicked static images, so production shifted toward more video testing to capture attention at a lower cost.
05
Reweight Google toward Performance Max
As PMax proved it could deliver far more volume at a fraction of Search’s cost-per-click, budget concentrated there.
Where We Landed
June 2026 — steady state
- Blended cost / lead – $2.27
- Best weekly cost / lead – $2.16
- Quarter cost / lead – $1.87
THE RESULTS
Where We Started
April 2026 — account build-out
- Meta leads – 106
- Combined spend – $1.5K
- Cost / Lead – $9.50
80% reduction in cost per lead, quarter over quarter
From a standing start in Hong Kong to a repeatable, efficient lead engine in three months.
WEEKLY COST PER LEAD
$1.78 lowest week
CPL held in a tight, efficient band across two months of active testing.
GOOGLE: PERFORMANCE MAX VS. SEARCH
97% of clicks from PMax
Performance Max delivered ~30× the volume at roughly 1/24th the cost per click.
WHAT’S NEXT?
Widening the testing surface
01
Creative diversity
Expand beyond current formats with more video variations: UGC-style ads and “meet the teachers” content to find fresh angles.
02
Dedicated landing pages
Build a focused conversion path for each offer: starter packs, memberships, class packs, instead of one general page.
03
Expanded keyword strategy
Layer in more high-intent Search keywords to capture Hong Kong users closer to booking a class.
Want results like Yoga Movement’s?
We’ll audit your current ad account, show you exactly where the budget is leaking, and build a campaign structure designed to turn clicks into booked patients.
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