genesis
health club
paid media
awareness
traffic
conversion
transformed black friday & cyber monday into a record-breaking acquisition moment
When Genesis Health Clubs partnered with Inhouse Agency, they needed more than just better ads — they needed a performance engine. One that could scale aggressively during their highest-intent week of the year without driving CPL into the ground.
In our first BF/CM together, we rebuilt their media system from the inside out. The results weren’t incremental — they were explosive.
the challenge
Genesis had historically leaned heavily on Meta, under-leveraged Search, and lacked full visibility into true lead-intent behaviors. With rising competition and holiday CPM pressure, performance had plateaued.
The ask:
-
- Scale volume
- increase efficiency
- capture more membership-ready intent during the busiest week of the year.
the approach
we implemented a full-funnel, performance-first strategy designed to accelerate acquisition:
our approach focused on:
precision targeting
& geo segmention
We rebuilt audiences to prioritize real membership-intent signals and sharpened targeting by club radius to eliminate waste.
creative built
for conversion
Urgency-forward BF/CM creative, motion-first Meta assets, and high-contrast offer storytelling pushed CTRs and lead flow up across the board.
search as a true
growth engine
We restructured Search to focus on membership-ready keywords, scaled budget into high-yield geos, and optimized landing flow to convert intent instantly.
clean, confident
attribution
We fixed Meta underreporting and built a more complete lead-intent picture across forms, directions, and store visits.
the impact
We didn’t just improve performance — we reset the benchmark for what Genesis can achieve during their biggest acquisition moment.
year-over-year wins
-
-
- 4.5× more leads (2,166 → 11,869)
- Blended CPL cut by half (~$19 → $9.61)
- Meta leads up 142% with stronger efficiency
- Search leads up 1,767% at less than half the 2024 CPL
- Get Directions actions up 2,139% — an unmistakable membership-intent signal
- CTR improved across channels despite massive scale increases
- 4.5× more leads (2,166 → 11,869)
-
This wasn’t lucky timing. It was a smarter structure, cleaner attribution, and intelligent budget deployment — all working together.
topline performance
$114k
TOTAL MEDIA SPEND
%
impressions
%
clicks
%
meta leads
%
search leads
%
total lead forms
%
get directions clicked
%
grand total leads
%
blended cpl
why it worked
better structure. better signals. better creative. better use of budget.
We didn’t push Genesis harder — we made their media work smarter. And that unlocked growth that had been sitting on the table for years.
2025 BF/CM set a new standard.
2026 is where we scale it even further.
work that delivers
texas state technical college
pigeon forge snow
chef bobo
american nurses association
texas golf association
cape may
spring creek
texas state technical college
pigeon forge snow
chef bobo
american nurses association
texas golf association
cape may
spring creek
take your media InHouse
Our case studies show what’s possible when insight, creativity, and performance align. If you’re ready to build a smarter, more intentional approach to media, social, and creative, we’d love to talk.