Building a Search and Ads Engine for a Growing Melbourne Gym Network
How a 5+ year SEO partnership combined with end-to-end Google Ads management took Training Day from page 3 to page 1, drove 4.9M organic impressions, and generated 90,000+ paid clicks across Clayton, Burwood, and Scoresby.
Scaling Search Visibility Across a Multi-Location Gym Network
Training Day operates three group fitness and personal training gym facilities across Melbourne's south-east in Clayton, Burwood, and Scoresby. They compete against major chains in some of the most contested fitness catchments in the city, with each location facing a distinct demographic challenge.
- Competing against major gym chains for local search visibility across multiple suburbs
- Three locations with very different demographics, each needing a tailored search strategy
- Continuous membership churn from student and seasonal populations requires consistent lead flow
Integrated SEO and Google Ads Strategy
A continuous SEO program running since 2020, combined with end-to-end Google Ads management across Search, Performance Max, and Display. The two channels work together to build compounding organic visibility for the Training Day brand while driving consistent paid lead volume across all three locations.
- Monthly technical SEO covering site health, schema markup, and on-page optimisation across all location pages
- Location-specific Search campaigns targeting general, suburb, and near-me intent for each gym
- Performance Max campaigns generating leads across Search, Display, YouTube, and Maps inventory
- Schema markup rollout across 15+ location and service pages, driving the single biggest ranking lift
- Data-led GSC page optimisation, with up to 5 underperforming pages improved per month
- Always-on Display and remarketing campaigns to keep the brand front of mind through the membership journey
- Partner backlink outreach to build long-term domain authority
- Full SEO support for a major website rebuild, with zero ranking loss through the migration
Significant Growth Across Organic and Paid Search
The combined organic and paid strategy delivered consistent year-on-year growth across rankings, traffic, and lead volume. The Q4 2025 schema rollout produced the single biggest ranking improvement in the engagement, with average Google position nearly halving in one quarter. Ongoing Google Ads optimisation kept paid lead costs well below industry benchmarks across all three locations.
- Average Google position improved from 24.8 to 12.4 (page 3 to page 1) over 16 months
- 4.9M total organic impressions and 78,375 organic clicks across the last 16 months
- January 2026 was the strongest single month on record, with 394,723 impressions and 5,774 clicks
- 90,000+ paid ad clicks and 24M+ impressions delivered across all three locations
- $200K+ in Google Ads spend managed across Search, Performance Max, Display, and Remarketing
- Page 1 rankings across key location terms including gym clayton (6.0), gym burwood (8.2), and gym scoresby (7.1)
- Brand-intent searches converting at 48-71% CTR (e.g. training day membership at 67.7% CTR)
“Working with Integral Media is like driving a reliable, trusted car. The engine works hard, it's receptive, and it adapts when you need it to. Five years in, and we're still in good hands.”
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