SOMA Collection
Australia
Sydney’s premium wellness club needed performance marketing that protected its brand position while scaling qualified demand. AIIMS connected Google Ads, Meta Ads and SEO into one growth system.
A premium brand in a competitive wellness market.
SOMA Collection is not a standard gym. It is a private wellness destination built for high performers, executives and people who want a premium training, recovery and longevity experience in Sydney CBD.
The campaign needed to generate more leads without damaging the brand. That meant no cheap gym messaging, no volume-only acquisition strategy and no generic fitness-market creative.
Premium positioning
The strategy needed to attract the right buyer, not just anyone searching for a cheap gym membership.
Multi-channel demand
Google captured intent, Meta created desire, and SEO built lasting organic authority.
Competitive search
SOMA had to compete with large gym chains, boutique studios and established personal trainers.
Booking quality
The key conversion action was not traffic. It was qualified Book a Tour enquiries.
The work behind the numbers.
AIIMS built a connected acquisition system across Google Ads, Meta Ads and SEO. Each channel had a distinct role, but all channels supported one commercial outcome: more qualified tour bookings for a premium wellness membership.
Google Ads Architecture
Performance Max, branded search, boutique class search and broad service campaigns were separated by intent and optimised continuously.
Meta Funnel Strategy
TOF lead magnet, MOF Book a Tour and BOF retargeting campaigns moved prospects through the full buyer journey.
SEO Authority Build
Service pages, trainer profiles, technical SEO and local Sydney CBD content helped SOMA win high-value rankings.
From 256 conversions to 932.
Google Ads delivered the strongest year-on-year lift, with conversions increasing by 264%, clicks increasing by 147%, and impressions increasing by 409%.
Building desire before the search happens.
Meta supported the top, middle and bottom of the funnel. It helped SOMA stay visible to the right audience before those prospects moved into active search or booking behaviour.
611 keywords. #1 for premium Sydney fitness searches.
SEO gave SOMA long-term search equity. The site moved from 385 organic keywords to 611, with estimated organic visits increasing from 2,078 to 3,514 per month.
Ranking where Sydney’s top performers search.
| Keyword | Position | Monthly Volume |
|---|---|---|
| personal trainer sydney australia | #1 | 480 |
| personal fitness trainer sydney | #1 | 590 |
| personal trainers sydney | #1 | 390 |
| personal training sydney | #1 | 320 |
| personal trainer sydney city | #1 | 480 |
| luxury gyms sydney | #1 | 110 |
| luxury wellness club sydney | #1 | 40 |
| personal trainer sydney | #2 | 720 |
Three channels. One growth system.
Google Ads Strategy
Performance Max, branded, boutique class and broad service campaigns.
Meta Ads Strategy
TOF lead magnets, MOF tour campaigns and BOF retargeting.
Search Engine Optimisation
Service pages, technical SEO, local SEO and high-intent content.
Content Strategy
Trainer profiles, longevity content and premium service page copy.
Social Media Management
Organic storytelling that supports paid demand generation.
Performance Reporting
Monthly reporting across channels with clear YoY benchmarking.
Common questions.
What was the main result for SOMA Collection?
Conversions increased by 264% year on year, from 256 to 932.
Which channels were used?
Google Ads, Meta Ads, SEO, content strategy, social media management and performance reporting.
What made the strategy different?
The campaign protected SOMA’s premium positioning while scaling demand, rather than chasing cheap low-quality fitness leads.
Want results like this?
Let’s build a premium acquisition system that brings in the right type of customer.
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