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Infiniti Metrix
Case Study : SMB
From Flying Blind to 68% More Qualified Leads
Key Metrics
- $1,800/month recovered from wasted ad spend
- 68% increase in qualified leads
- 34% reduction in cost-per-lead
- 10 days from audit start to clarity
Client Snapshot
- Company: Comfort Zone HVAC
- Location: Houston, TX
- Industry: Home Services (HVAC)
- Monthly Marketing Spend: $4,500
- Channels Used: Google Ads, Facebook Ads, Website
- Team Size: 12 employees (3 technicians, office staff)
- Time in Business: 8 years
The Challenge
Spending $4,500/Month With No Proof It Was Working
The Situation
Comfort Zone HVAC had been in business for 8 years and built a solid reputation through word-of-mouth referrals. But as competition increased in the Houston market, owner Alex R. knew he needed to invest in digital marketing to keep growing.
The Goal
He had no idea if the investment was paying off.
What Alex Told Us
"I was spending $4,500 every month on Google Ads and Facebook. My marketing guy showed me reports with lots of numbers—impressions, clicks, reach. But when I asked him which ads were actually bringing me booked appointments, he couldn't tell me. I had a gut feeling I was wasting money, but I couldn't prove it."
The Specific Pain Points
- ✗ Google Ads and Facebook both claimed credit for the same leads
- ✗ No way to track which channel drove actual booked appointments (not just clicks)
- ✗ Website contact form submissions weren't being tracked properly
- ✗ Phone calls came in, but no one knew which ad triggered them
- ✗ Previous marketing consultant delivered 47-page reports that sat unread
The Real Cost
Alex estimated he'd spent over $150,000 on digital marketing over the past 3 years with no clear understanding of ROI. He was considering cutting his marketing budget entirely—which would have hurt his business long-term.
THE AUDIT PROCESS
What We Did: 10-Day Complete Channel Audit
Day 1: Access & Setup
Alex shared read-only credentials for:
- Google Ads account
- Facebook Business Manager
- Google Analytics 4
- Website backend (WordPress)
- CRM system (Service Titan)
His time investment: 12 minutes
Days 2-5: Deep Dive Analysis
We audited every aspect of his marketing ecosystem:
Google Ads Analysis:
- Reviewed 847 keywords across 12 campaigns
- Analyzed 18 months of historical performance data
- Mapped conversion paths from click to booked appointment
- Identified search term reports to find irrelevant queries
Facebook Ads Analysis:
- Audited 6 active campaigns and 23 ad sets
- Analyzed audience targeting parameters
- Reviewed creative performance and fatigue patterns
- Cross-referenced with actual customer demographics
Website & Tracking Analysis:
- Audited GA4 implementation and event tracking
- Tested contact form submission flow
- Analyzed page-level conversion rates
- Identified technical tracking gaps
Attribution Mapping:
- Connected ad platform data to CRM closed jobs
- Built customer journey analysis from first touch to booked appointment
- Identified true cost-per-acquisition by channel
Days 6-8: Findings & Strategy Development
We synthesized findings into prioritized recommendations ranked by ROI impact.
Days 9-10: Delivery
Alex received:
- Comprehensive audit report (PDF)
- 90-day implementation roadmap
- 1-hour strategy call to walk through findings
What We Saw (In The Data):
The Hidden Power Ad Dollars We Uncovered
Finding #1: $1,800/Month Wasted on Wrong Keywords
The Goal:
Google Ads was spending $1,800/month (40% of Google budget) on keywords that attracted DIYers, not buyers.
Specific Examples:
Why This Happened:
The previous marketing manager set up broad match keywords without negative keyword lists. Google was showing ads to anyone searching for HVAC-related terms—regardless of whether they wanted to hire a professional.
The Math:
- $1,800/month × 12 months = $21,600/year wasted
- Zero conversions from these keywords over 18 months
- Total historical waste: $32,400
Finding #2: Facebook Targeting 18 Months Outdated
The Goal:
Facebook audience targeting hadn't been updated since the campaigns launched. The audiences no longer matched Comfort Zone's actual customer base.
What We Saw (In The Data):
The Impact:
- Ads were reaching renters who can't authorize HVAC work
- Younger demographics were clicking but not converting (curiosity clicks)
- Budget was spreading across a 30-mile radius when 95% of actual jobs came from 15 miles
- Cost-per-lead on Facebook: $127 (should be $45-60 for this market)
Why This Happened:
The original targeting was a "best guess" when campaigns launched. No one revisited it as actual customer data accumulated in the CRM.
Finding #3: Website Contact Form Losing 40% of Leads
The Goal:
The website contact form had a technical issue causing 40% of submissions to fail silently. Users thought they submitted, but the form never sent.
How We Found It:
- GA4 showed 47 form submission attempts per month
- CRM showed only 28 form leads per month
- 19 leads/month were disappearing (40%)
The Technical Issue:
A WordPress plugin conflict caused form submissions to fail when users had ad blockers enabled. No error message appeared—the form simply didn't send. Those 19 people thought they'd requested service and never heard back.
The Math:
- 19 lost leads/month × 35% close rate = 6-7 lost jobs/month
- Average job value: $450
- Monthly revenue loss: $2,700-$3,150
- Annual revenue loss: $32,400-$37,800
Finding #4: No Call Tracking = No Attribution
The Goal:
Phone calls (their #1 lead source) weren't being tracked at all. Alex had no idea which marketing channel drove phone calls.
What We Saw (In The Data):
- 67% of leads came via phone call
- 0% of phone calls were attributed to marketing source
- Google Ads and Facebook both took credit for "conversions" that were actually phone calls driven by organic search or referrals
Why This Matters:
Without call tracking, Alex was making budget decisions based on incomplete (and misleading) data. He was actually overspending on Facebook because it appeared to drive more "conversions"—but those conversions were double-counted phone calls.
OUR RECOMMENDATIONS
The 5 Prioritized Strategies We Delivered
Strategy #1: Cut Non-Converting Keywords (Immediate)
ROI Impact: HIGH | Effort: LOW
Action:
- Pause all DIY-intent keywords immediately
- Add 127 negative keywords to prevent future waste
- Reallocate $1,800/month to high-intent local service searches
Specific Keywords to Add:
- "emergency AC repair Houston"
- "HVAC company near me"
- "air conditioning service same day"
- "heating repair Houston TX"
Projected Impact:
- $1,800/month recovered immediately
- Estimated 12-15 additional qualified leads/month from reallocated budget
Strategy #2: Rebuild Facebook Audiences (Week 1)
ROI Impact: HIGH
Effort: MEDIUM
Action:
- Export actual customer data
- Build lookalike audience based on best customers (jobs over $500, repeat customers)
- Narrow geographic targeting to 15-mile radius
- Add homeowner and household income filters
New Audience Parameters:
- Age: 35-65
- Homeowners only
- Household income: $75K+
- 15-mile radius from shop location
- Lookalike based on top 20% of customers
Projected Impact:
- Cost-per-lead reduction from $127 to $55-65
- 2x improvement in lead quality (actual homeowners who can authorize work)
Strategy #3: Fix Contact Form (Immediate)
ROI Impact: HIGH
Effort: LOW
Action:
- Replace current contact form plugin with reliable alternative
- Implement form submission confirmation page
- Add backup email notification system
- Test across browsers and with ad blockers enabled
Technical Recommendation:
Switch from Contact Form 7 to Gravity Forms with email backup. 15-minute implementation.
Projected Impact:
- Recover 19 lost leads/month
- Estimated $2,700-$3,150/month in recovered revenue
Strategy #4: Implement Call Tracking (Week 1-2)
ROI Impact: HIGH
Effort: MEDIUM
Action:
- Implement dynamic call tracking numbers
- Assign unique numbers to Google Ads, Facebook, organic search, and direct traffic
- Connect call tracking to Service Titan for closed-loop attribution
Recommended Tool:
CallRail ($45/month) or CallTrackingMetrics ($39/month)
Projected Impact:
- True attribution visibility within 30 days
- Ability to optimize budget based on actual booked jobs, not just clicks
Strategy #5: Simplify Campaign Structure (Month 2)
ROI Impact: MEDIUM
Effort: MEDIUM
Action:
- Consolidate 12 Google Ads campaigns into 4 focused campaigns
- Implement proper conversion tracking for booked appointments (not just form submissions)
- Set up automated rules to pause underperforming ads
- Create monthly review rhythm
New Campaign Structure:
1. Emergency Services (high intent, high bid)
2. General HVAC Services (service intent)
3. Maintenance & Tune-Ups (preventive, lower cost)
4. Brand Terms (defensive, low cost)
Projected Impact:
- Easier ongoing management
- Better data for optimization decisions
- 15-20% improvement in overall campaign efficiency
THE WIN
90-Day Transformation
Wins Summary:
What Changed:
Month 1:
- Cut $1,800 in wasted Google Ads keywords
- Fixed contact form (recovered 19 leads in first month)
- Implemented call tracking
- Rebuilt Facebook audiences
Month 2:
- Reallocated recovered budget to high-intent keywords
- First full month of accurate attribution data
- Identified that Google Ads drove 3x more booked jobs than Facebook
- Began shifting budget toward Google Ads
Month 3:
- Optimized campaign structure
- Reduced Facebook budget by 40%, increased Google Ads by 40%
- Achieved 68% increase in qualified leads on same budget
- Full visibility into which channels drive actual revenue
The Financials:
Savings & Gains (First 90 Days):
- Recovered ad spend: $5,400 ($1,800 × 3 months)
- Recovered revenue from form fix: $8,100+ ($2,700 × 3 months)
- Additional revenue from improved leads: $4,050+
90-Day ROI: 8.8x return on audit investment
Annualized Impact:
- $21,600/year in recovered ad spend
- $32,400/year in recovered revenue from form fix
- $16,200/year in additional revenue from improved lead quality
- Total Annual Impact: $70,200+
CLIENT TESTIMONIAL
In Alex's Words
"I was flying blind before Infiniti Metrix. I knew something was wrong with my marketing, but I couldn't put my finger on it. In 10 days, Boshra and her team showed me exactly where my money was going—and where it was disappearing.
The form issue alone was costing me almost $3,000 a month in lost jobs. I had no idea. And those Google Ads keywords targeting DIYers? I'd been wasting that money for over two years.
The best part is I didn't have to become a data expert. They gave me a simple roadmap: do this first, then this, then this. My office manager implemented most of it in a week.
Now I know exactly where every marketing dollar goes and what it's doing. When someone asks me if my marketing is working, I can actually answer.
Best money I've spent on my business in years."
Alex R., Owner, Comfort Zone HVAC
Houston, TX
KEY TAKEAWAYS
What Other SMBs Can Learn From This
1. "Gut feelings" about wasted budget are usually right.
Alex suspected waste for years. The audit quantified exactly how much and where.
2. Technical issues hide in plain sight.
A simple form plugin conflict was costing $32K/year. No one noticed because no error message appeared.
3. Outdated targeting compounds over time.
18-month-old Facebook audiences were reaching the wrong people. Regular audits prevent this drift.
4. Attribution gaps lead to bad decisions.
Without call tracking, Alex was making budget decisions based on incomplete data—and accidentally overspending on underperforming channels.
5. Same budget, better wins.
Alex didn't increase his marketing spend. He just stopped wasting 40% of it.
Is Your Marketing Budget Leaking?
The average SMB wastes 26% of marketing budget on channels that don't convert. Most don't know where—until they audit.
What You'll Discover:
- Exact channels, campaigns, or keywords bleeding budget
- Technical issues silently losing leads
- Your true cost-per-acquisition by channel
- 5 prioritized strategies to fix it
Case Study : MARKETING AGENCY
From Drowning in Reports to 3x Client Capacity
Key Metrics
- 18 → 6 hours/week reporting time reduced
- 65% → 89% client retention improvement
- $3,500 → $5,200 average retainer increase
- $78K new annual revenue from audit sale
Client Snapshot
- Company: Elevate Digital Co.
- Location: Dallas, TX
- Industry: Digital Marketing Agency
- Client Portfolio: 12 Active Retainer Clients
- Average Retainer: $3,500/month (before)
- Team Size: 8 employees
- Services Offered: Social Media, Paid Ads, Content Marketing
The Challenge
Great at Execution. Struggling to Prove ROI.
The Situation
Elevate Digital Co. had built a solid reputation for executing social media campaigns and paid advertising. Their creative work was strong. Client feedback on deliverables was positive.
The Goal
But they had a retention problem—and a positioning problem.
What Elevate Told Us
"We were losing clients not because our work was bad, but because we couldn't prove it was working. Every month, my lead strategist spent 18+ hours compiling reports across Google Ads, Facebook, Instagram, and Google Analytics. By the time she finished, she had spreadsheets and charts—but when clients asked 'Is this working?' she couldn't give a confident answer.
We were seen as execution vendors, not strategic partners. Clients treated us as replaceable. Our churn rate was 35% annually. We knew we needed to level up our data game, but we couldn't afford to hire a full-time analyst."
The Specific Pain Points
✗ Lead strategist spending 18 hours/week on manual reporting
✗ Reports showed activity metrics (impressions, clicks) but not business impact
✗ Clients asked "What should we do next?" and agency couldn't answer with confidence
✗ Competitors were positioning as "data-driven" while Elevate stayed execution-focused
✗ 35% annual client churn rate
✗ Couldn't justify retainer increases because value wasn't clearly demonstrated
The Math Problem
- 18 hours/week on reporting × $50/hour (strategist cost) = $900/week
- $900/week × 52 weeks = $46,800/year on reporting labor alone
- 35% churn × 12 clients = 4 clients lost/year
- 4 clients × $3,500/month × 12 months = $168,000/year in lost revenue
Sarah needed to solve two problems: reduce reporting time AND improve client retention. Hiring wasn't the answer—she'd already calculated that a full-time data analyst would cost $80K+ with benefits.
THE SOLUTION
White-Label Partnership: Invisible Backend, Visible Wins
What We Proposed:
Infiniti Metrix would become Elevate Digital's behind-the-scenes data and strategy partner. We would:
1. Audit 3 of their clients' complete marketing ecosystems
2. Deliver white-labeled reports under Elevate's branding
3. Provide strategic recommendations Elevate could present as their own expertise
4. Train Elevate's team on how to sell, present, and upsell audit services
How It Worked:
Step 1: Elevate identified 3 existing clients who had asked ROI questions they couldn't answer.
Step 2: Elevate positioned audits as "Comprehensive Marketing Performance Audit + Strategic Roadmap"—a premium service they were now offering.
Step 3: Elevate shared client credentials with us. We handled everything.
Step 4: We delivered fully white-labeled reports with Elevate's logo, branding, and contact information.
Step 5: Elevate presented findings to clients as their own analysis. Clients never knew Infiniti Metrix existed.
THE AUDIT PROCESS
Behind the Scenes: What We Delivered for Elevate's Clients
For Each of Elevate's 3 Clients, We Produced:
Deliverable 1: Full Channel Audit Report (10-50 Pages)
White-labeled with Elevate Digital branding
Contents:
- Executive summary (2 pages)
- Channel-by-channel performance breakdown
- Budget allocation analysis
- Conversion path mapping
- Attribution clarity across touchpoints
- Competitive benchmarking
- Audience analysis and recommendations
Sample Finding from Client A (E-commerce):
"Facebook Ads are consuming 45% of budget but driving only 12% of attributed revenue. Google Shopping drives 52% of revenue on 30% of budget. Recommendation: Shift 25% of Facebook budget to Google Shopping. Projected revenue increase: 34%."
Deliverable 2: Strategic Roadmap (90 Days)
White-labeled with Elevate Digital branding
Contents:
- Month 1: Quick wins and immediate fixes
- Month 2: Optimization strategies
- Month 3: Growth initiatives
- KPIs and success metrics for each phase
- Specific action items with owners and deadlines
Sample Roadmap Item from Client B (Local Services):
Month 1, Week 2: Implement call tracking across all campaigns. Assign unique numbers to Google Ads, Facebook, and organic. Connect to CRM for closed-loop attribution.
Owner: Elevate Digital team
Success Metric: 100% of phone leads attributed to source within 30 days
Projected Impact: Enable data-driven budget decisions; estimated 20% efficiency improvement
Deliverable 3: Executive Summary Deck (10 Slides)
White-labeled with Elevate Digital branding
Contents:
- Slide 1: Current State Overview
- Slide 2: Key Findings Summary
- Slide 3: Budget Waste Identified (with dollar amounts)
- Slide 4: Revenue Opportunities Identified
- Slide 5-7: Top 3 Strategic Priorities
- Slide 8: 90-Day Roadmap Overview
- Slide 9: Expected Outcomes
- Slide 10: Next Steps
Why This Matters:
The executive summary gave Elevate's clients something they could present to their own leadership. This elevated Elevate from "vendor" to "strategic partner"—their clients were now relying on Elevate for board-level insights.
THE WINS
Transformation: From Execution Agency to Strategic Partner
Immediate Wins (First 30 Days):
6-Month Wins:
How Elevate Used the Audits:
Revenue Stream 1: Direct Audit Sales
After the initial 3 audits, Elevate rolled out the service to their entire client base.
- 6 existing clients purchased audits at $4,500 each = $27,000
- 4 new clients came specifically for audit capabilities = $18,000
Revenue Stream 2: Retainer Increases
Audits gave Elevate ammunition to justify retainer increases:
"Based on our analysis, here are 5 strategic priorities for the next 90 days. To execute this roadmap properly, we recommend increasing your retainer from $3,500 to $5,200/month. Here's exactly what that investment delivers..."
8 of 12 clients accepted retainer increases. Average increase: $1,700/month.
- 8 clients × $1,700/month × 12 months = $163,200 additional annual revenue
Revenue Stream 3: Retained Clients Who Would Have Churned
Three clients who were considering leaving stayed after receiving audit insights.
- 3 clients × $3,500/month × 12 months = $126,000 in retained revenue
Operational Improvements:
Before: Lead strategist spent 18 hours/week compiling reports manually.
After: Reports are audit-based and strategic. Monthly check-ins take 2 hours per client because the roadmap is already defined.
Time Savings:
- 18 hours → 6 hours/week = 12 hours saved weekly
- 12 hours × 52 weeks = 624 hours/year saved
- 624 hours × $50/hour = $31,200/year in labor savings
CLIENT TESTIMONIAL
In Sarah's Words
"Before Infiniti Metrix, we were drowning. My best strategist was spending half her week on reports instead of strategy. Clients kept asking 'Is this working?' and we'd show them dashboards that didn't really answer the question. The white-label partnership changed everything. Now we deliver insights our clients can't get anywhere else. We went from being seen as a vendor to being seen as a strategic partner. That shift is worth more than any revenue number I can give you. But since you asked about revenue: We added $78K in audit sales, increased retainers by an average of $1,700/month across 8 clients, and kept 3 clients who were about to leave. That's over $350K in annual impact. The best part? Our clients have no idea Infiniti Metrix exists. The reports have our logo. The insights come from our team. We get all the credit, and we deserve it—because we're the ones managing the relationship and executing the strategy. If you're an agency struggling to prove ROI, this is the answer. Stop trying to hire your way out of it. Partner with someone who does this better than you ever could."
— Sarah M., Founder, Elevate Digital Co.
Dallas, TX
KEY TAKEAWAYS
What Other Agencies Can Learn From This
1. You don't need to hire to scale data capabilities.
A full-time data analyst costs $80K+/year. White-label partnership delivers the same (or better) output at a fraction of the cost.
2. Audits are a profit center, not a cost center.
Elevate turned a much smaller investment into $78K in direct audit revenue—plus retainer increases and retained clients.
3. Strategic insights create stickier clients.
Clients don't leave agencies who show them things they can't see themselves. Elevate's retention jumped from 65% to 89%.
4. Positioning matters as much as execution.
Same team, same services—but repositioned as "data-driven strategic partner." That positioning justified premium retainers.
5. Your clients never need to know.
100% white-labeled. Elevate's clients think Elevate did the analysis. That's the point.
THE AGENCY PRO PACKAGE
What Elevate Digital Purchased
Included:
✓ 3 complete client audits (fully white-labeled)
✓ White-label report templates (editable, your branding)
✓ 3 months email/Slack support for client questions
✓ 2-hour agency training workshop
✓ Resale rights—charge whatever you want
✓ Sample pitch deck for selling audits to clients
Add-Ons Elevate Purchased:
- 7 additional client audits
ROI about 20x
Ready to Scale Without Hiring?
Stop spending 15+ hours per client on reporting. Start charging premium retainers backed by enterprise-grade insights.
What You Get:
- 3 fully white-labeled client audits
- Report templates with YOUR branding
- 3 months of backend support
- Training on how to sell and present audits
- 100% of the credit with your clients
Case Study : FRANCHISE
From Location Blindness to $18K/Month Recovered
Key Metrics
- $18,000/month in recovered/reallocated budget
- 34% increase in new memberships network-wide
- 210% conversion improvement at worst-performing location
- 12 locations unified into one dashboard
Client Snapshot
- Company: Peak Performance Fitness
- Location: Texas (12 locations across DFW, Houston, Austin)
- Industry: Fitness Centers / Gyms
- Monthly Marketing Spend: $48,000 ($4,000/location average)
- Channels Used: Facebook Ads, Google Ads, Google My Business, Local SEO
- Corporate Team: 6 people (marketing, operations, finance)
- Location Managers: 12 (one per location)
The Challenge
12 Locations. 12 Different Playbooks. Zero Visibility.
The Situation
Peak Performance Fitness had grown from 3 locations to 12 over 5 years. Growth was exciting—but it created a data nightmare.
The Goal
Each location had its own Facebook page, its own Google Ads campaigns (some managed by corporate, some by local agencies), and its own way of tracking "success." Corporate allocated the same $4,000/month marketing budget to every location, regardless of performance.
What Franchise Owner Marcus T. Told Us
"I knew something was wrong, but I couldn't see it. Location 3 was struggling while Location 7 was crushing it—but they both got the same marketing budget. When I asked my marketing director why, she couldn't tell me. The data was everywhere. We had 12 Facebook pages, 8 different Google Ads accounts, and 3 different agencies managing different locations. I'd get monthly reports that were just... noise. Charts and graphs that didn't help me make decisions. I needed someone to tell me: which locations deserve more budget? Which ones are wasting money? What's actually driving memberships?"
The Specific Pain Points
✗ Equal budget allocation despite wildly unequal performance
✗ No unified view across all locations
✗ Corporate marketing and local marketing results were mixed together
✗ Location managers ran campaigns without strategic guidance
✗ Three different agencies, three different reporting formats
✗ No way to compare Location 3's performance to Location 7
✗ Leadership couldn't explain WHY some locations outperformed others
The Hidden Cost
Marcus later discovered he'd been misallocating over $200,000/year for at least 3 years—spending heavily on underperforming locations while underfunding his best markets.
THE AUDIT PROCESS
What We Did: Network-Wide Geo-Audit
Week 1: Access & Setup
We requested access to:
- All 12 Facebook Business pages and ad accounts
- 8 Google Ads accounts (some locations shared accounts)
- 12 Google My Business profiles
- Corporate CRM system (Mindbody)
- Historical membership data by location (24 months)
Complexity We Handled:
- 3 different agencies with different reporting formats
- Some locations on Facebook only, others on Google only, some on both
- Inconsistent conversion tracking across locations
- No standardized campaign naming conventions
- Mixed corporate vs. local campaign ownership
Weeks 2-3: Network-Wide Audit
We audited every location in parallel:
For Each Location:
- Facebook Ads performance (spend, reach, leads, cost-per-lead)
- Google Ads performance (keywords, conversions, cost-per-acquisition)
- Google My Business insights (searches, actions, calls)
- Membership data correlation (which marketing drove actual sign-ups)
- Local market analysis (demographics, competition, addressable audience)
Network-Wide Analysis:
- Cross-location performance comparison
- Budget allocation efficiency scoring
- Demographic match analysis (targeting vs. actual member demographics)
- Competitive landscape by location
Week 4: Dashboard & Strategy Development
We built:
- Unified franchise dashboard (all 12 locations in one view)
- Individual location scorecards
- Budget reallocation recommendations
- 90-day rollout plan for implementation
What We Saw (In The Data):
The Location-by-Location Reality
Finding #1: Location 3 Was Targeting the Wrong Demographics
The Goal:
Location 3 was spending $4,000/month on Facebook ads targeting 18-35 year olds interested in "fitness" and "working out
The Reality:
Location 3 was in a 55+ retirement community. 78% of their actual members were 50-70 years old.
The Impact:
- Cost-per-lead at Location 3: $127 (network average: $45)
- Lead-to-member conversion: 8% (network average: 22%)
- Facebook was showing ads to college students who clicked out of curiosity but never joined
Why This Happened:
When the location launched, corporate used the same targeting template they used for Location 1 (which was near a university). No one updated it when they realized the demographics were completely different.
The Math:
- $4,000/month × 18 months = $72,000 spent
- Leads generated: ~567 (at $127/lead)
- Members from those leads: ~45 (at 8% conversion)
- Cost per acquired member: $1,600 (should be $200-300)
Our Recommendation:
- Rebuild Location 3's Facebook targeting for 50-70 year olds
- Focus on health, wellness, low-impact fitness, social community
- Reduce budget by 70% until targeting is proven
- Reallocate saved budget to Location 7
Finding #2: Location 7 Was Underfunded Despite Crushing It
The Goal:
Location 7 received the same $4,000/month as every other location—despite dramatically outperforming the network.
The Reality:
Location 7 was in a high-growth suburban area with young families. The market was undersaturated (only 12% of addressable audience reached), meaning there was massive room to scale.
Why This Was a Problem:
Location 7 could have handled 2-3x the budget and maintained efficiency. Instead, corporate was spending the same amount on Location 3 (which was burning money) and Location 7 (which was leaving money on the table).
The Math:
- Current spend: $4,000/month
- Current new members: 47/month
- If budget increased to $10,000/month (at same efficiency): 117 new members/month
- Potential additional members: 70/month
- Potential additional revenue: $70 × $50/month membership = $3,500/month in new MRR
Our Recommendation:
- Increase Location 7's budget by 150% (from $4,000 to $10,000/month)
- Fund the increase from Location 3's reduced budget
- Monitor efficiency—scale back if cost-per-acquisition rises above $120
Finding #3: Location 9 Was Copying Location 2's Strategy (Wrong Market)
The Goal:
Location 9's marketing manager had copied Location 2's entire campaign structure—same keywords, same ad copy, same targeting—because "it was working for them."
The Reality:
Location 2 was in downtown Austin (young professionals, competitive market, high search volume).
Location 9 was in a suburban Houston family neighborhood (families with kids, less competitive, different search intent).
The Impact:
- Location 9 was bidding on keywords like "downtown gym" and "24 hour fitness near me"
- Their actual members searched for "family gym" and "gym with childcare"
- 60% of Google Ads budget was wasted on irrelevant keyword
The Math:
- $2,400/month wasted on wrong keywords (60% of $4,000 budget)
- $28,800/year in misallocated spend
Our Recommendation:
- Rebuild Location 9's keyword strategy for family-focused searches
- Add "childcare," "kids programs," "family membership" keywords
- Create location-specific ad copy highlighting family amenities
- Stop copying Location 2's urban-focused strategy
Finding #4: $18K/Month Network-Wide Waste Identified
Summary of All Findings:
OUR RECOMMENDATIONS
The Franchise Reallocation Strategy
Strategy #1: Budget Reallocation Matrix
We provided specific dollar amounts for every location:
Key Insight:
Same total budget. Completely different allocation. Projected network-wide membership increase: 34%.
Strategy #2: Unified Playbook with Local Customization
We created a standardized framework that allowed for local market differences:
Network-Wide Standards:
- Campaign naming conventions (so corporate can read all reports)
- Conversion tracking setup (consistent across all locations)
- Reporting cadence (weekly location reports, monthly network report)
- Budget guardrails (minimum/maximum per location based on market size)
Local Customization Guidelines:
- Demographic targeting must match actual member demographics (audited quarterly)
- Keywords must reflect local search behavior (not copied from other locations)
- Ad creative can reflect local community and amenities
- Location managers have discretion within defined parameters
Strategy #3: Location Manager Training
We delivered a 2-hour virtual workshop covering:
1. How to read the unified dashboard
2. What metrics matter (and what's vanity)
3. When to alert corporate about performance changes
4. How to make local optimizations within guidelines
5. Red flags that require immediate attention
Win:
All 12 location managers now operate from the same playbook. They understand their role in the network-wide strategy. They can identify problems early and escalate appropriately.
THE WINS
90-Day Network Transformation
Network-Wide Wins:
Financial Impact:
ROI about 40x return in first year
CLIENT TESTIMONIAL
In Marcus's Words
"We were flying blind across 12 locations. I knew Location 3 was struggling and Location 7 was killing it, but I couldn't explain why. When I asked my marketing director, she'd give me charts that didn't answer the question. Infiniti Metrix came in and showed us exactly what was happening—in dollars. Location 3 was targeting college students in a retirement community. Location 7 was underfunded despite being our most efficient market. We were wasting $18,000 every month and had no idea.
The reallocation strategy was brilliant: same total budget, completely different allocation. We increased new memberships by 34% without spending an extra dollar. But the real win is the unified dashboard. For the first time, I can see all 12 locations in one view. I can compare performance instantly. I can make decisions based on data, not politics.
And the location manager training was huge. My managers now understand what they're looking at. They can identify problems early. They feel ownership over their numbers.
If you're running a multi-location business and you're allocating budget equally across locations, you're almost certainly wasting money. Infiniti Metrix will show you exactly where—and tell you how to fix it."
Marcus T., Franchise Owner, Peak Performance Fitness
Texas (12 Locations)
KEY TAKEAWAYS
What Other Franchise Owners Can Learn
1. Equal budget allocation is almost never optimal.
Different locations have different market sizes, competition levels, and efficiency rates. Budget should follow performance and opportunity.
2. Copying strategies between locations doesn't work.
What works in downtown Austin won't work in suburban Houston. Local market context matters.
3. Unified data is worth more than perfect data.
Even imperfect data in one dashboard beats perfect data in 12 different spreadsheets.
4. Location managers need training, not just reports.
Dashboards are useless if the people reading them don't understand what they're looking at.
5. The money is in reallocation, not addition.
Peak Performance didn't increase their budget. They just stopped wasting 38% of it.
Stop Guessing Which Locations Need Budget
Your locations aren't created equal. Your budget allocation shouldn't be either.
What You'll Discover:
- Which locations are your stars (and deserve more budget)
- Which locations are bleeding money (and why)
- Exactly how to reallocate budget for maximum ROI
- A unified view of your entire network
