01The challenge
Off The Pine was competing with established Canberra gyms and personal trainers while trying to reach busy professionals who had struggled to maintain training. Its website did not sufficiently communicate the person-centred approach, and broad advertising keywords brought low-intent traffic. The growth challenge was to build local recognition and attract people who were a good fit for ongoing personal training.
In fitness, people compare local options carefully before committing. Broad advertising and a generic website attract the wrong enquiries and waste the budget.
02Work delivered
The local SEO strategy combined suburb-specific landing pages, Google Business Profile optimisation and content designed to build trust. This connected Canberra search demand with the business’s personal-training offer rather than treating all fitness searches as equally valuable.
Social activity included client testimonial videos, targeted advertising and community engagement. These assets helped explain the coaching approach through actual client experiences rather than relying on generic gym messaging.
Google Ads campaigns were restructured with refined keywords and conversion tracking. SEO, paid search and social were managed as a repeatable marketing programme, with qualified enquiries used to judge whether the audience and message were working together.
The work rolled out in four stages — built, launched, optimised, ongoing — starting with tracking and site structure, then campaigns, then ongoing optimisation. The full sequence is shown in the execution timeline below.
03The outcome
450% increase in leads. Hyper-local SEO and client-centric paid campaigns for a Canberra fitness business.
The published introduction reports 450% growth in qualified leads, while a separate panel reports 520% growth in leads. Those measures are not treated as equivalent. A consistent baseline and measurement period for the headline result are not supplied.
See the full breakdown in the outcomes section below.
