The Client
Yoga By Degrees is a yoga studio group with locations in Downers Grove, Western Springs and Wheaton, in the western suburbs of Chicago. We run their Google Ads, which cut the cost of a new-student lead from $46 to about $10 and have produced 5,472 intro-offer sign-ups and calls since 2019.
New students start with an intro-week offer. The owners hired us in August 2019 after months of trying to fix the account with help from Google's own reps.
318 leads from January to July 2019. 701 in the same months of 2026, on less than half the budget.
The Challenge
- Free yoga everywhere. YouTube classes and apps soak up a huge share of "yoga" searches that never become a studio visit.
- Mixed intent. Yoga searches include mat shoppers, teacher-training seekers and at-home practitioners alongside people ready to come to class.
- A membership business. A studio lives on a steady flow of new students, not on occasional spikes.
- Three locations, one budget. Each studio needs its own share of local searches without the campaigns competing with each other.
What We Built
1. Search Around the Intro Offer
Every campaign points to the studio's intro-week offer, and every sign-up is tracked as a conversion. Bidding optimizes toward new students, not clicks.
2. One Consolidated Campaign
The early account ran separate search, discovery-keyword and display campaigns. Today one consolidated Search campaign carries the account. Since May 2022 it has produced 4,055 leads.
3. A Pandemic Pivot
When the studios closed in spring 2020, we launched a virtual-classes campaign, then paused the account while the studios were shut. We relaunched in May 2022, and by the second month the account was back to 99 leads.
4. Calls Count Too
Phone calls from the ads are tracked alongside online sign-ups: 831 calls since September 2019.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining against free-class, equipment and teacher-training searches, budget split across the three studio areas, and continuous ad testing.
The Results
- Same months, half the budget: 318 leads on $14,480 from January to July 2019, before us. 701 leads on $6,377 in the same months of 2026.
- First full month: 108 leads in July 2019, before us. 200 in September 2019, our first full month.
- 2026 so far: 805 leads from January to September, up from 672 in the same months of 2025 on the same budget. January 2026 brought 183, the best month since July 2020.
A Lead for About $10
Before we took over, a new-student lead cost $46. Since September 2019 it has averaged $10.54, and from January to September 2026 it was $10.16. That is what Google Ads for yoga studios should cost when every dollar goes to people ready to come to class.
Every Lead Since We Took Over
5,472 intro-offer sign-ups and calls since September 2019: 4,641 sign-ups and 831 phone calls, on $57,657 in spend.
Key Takeaways
- Bid on students, not clicks. Tracking the intro-offer sign-up is what cut the cost per lead from $46 to about $10.
- Less can be more. One consolidated campaign now does more than the old multi-campaign setup did on twice the budget.
- Adapt when the business changes. The account pivoted to virtual classes, paused through the closures and came back strong.
- Consistency compounds. Seven years of steady optimization turned a small monthly budget into thousands of new students.
Frequently Asked Questions
How much should a yoga studio spend on Google Ads?
Yoga By Degrees spends about $900 a month across its studios. From January to September 2026 that budget produced 805 intro-offer sign-ups and calls, at about $10 each.
What does a new yoga student lead cost on Google Ads?
Before we took over, from January to July 2019, a lead cost the studio $46. Since September 2019 the average has been $10.54, across 5,472 leads.
Do intro offers work for yoga studio ads?
Yes. The account is built around the studio's intro-week offer. Since September 2019 the ads have produced 4,641 intro-offer sign-ups plus 831 phone calls.
How fast can a yoga studio see results from better Google Ads management?
In July 2019, the last full month before we took over, the account produced 108 leads. In September 2019, our first full month, it produced 200, at $7.79 each.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for lead generation.
Industry: Fitness: Yoga Studios Platforms: Google Ads (Search) Location: Downers Grove, Western Springs & Wheaton, IL Account Duration: August 2019 to present (ongoing), paused September 2020 to April 2022 while the studios were closed
Leads are intro-offer sign-ups and calls from ads as tracked in Google Ads. Page views and clicks are excluded. Amounts in US dollars.