In the health, wellness, and fitness coaching industry, nurturing potential clients through each stage of their journey is essential. People rarely sign up for coaching services after just one interaction. They often need time to become aware of your brand, explore their options, and feel confident that your coaching program can meet their needs.
This is why building a full-funnel strategy with Google Ads is so important. A full-funnel approach ensures that you reach potential clients at every stage—from first becoming aware of your coaching services to eventually converting into paying clients. By utilizing different Google Ads campaign types—YouTube for awareness, Demand Generation and Performance Max (PMax) for mid-funnel engagement, and Search and Dynamic Search Ads (DSA) for bottom-funnel conversions—you can effectively guide prospects through the decision-making process.
Let’s explore how to build this full-funnel strategy, specifically tailored for health, wellness, and fitness coaching businesses.
Why a Full-Funnel Strategy Matters for Coaching
Health, wellness, and fitness coaching businesses deal with customers who are often in different stages of readiness. Some may not even realize they need a coach, while others are actively searching for solutions. Each of these audiences requires different messaging and a tailored approach.
A full-funnel strategy ensures that:
You’re visible to people when they’re researching health and wellness solutions (Top of Funnel).
You’re engaging with them as they compare options (Mid-Funnel).
You’re driving conversions when they’re ready to make a decision (Bottom of Funnel).
Step-by-Step Full-Funnel Strategy with Google Ads for Health and Wellness Coaching
1. Top of Funnel (TOFU): YouTube Ads for Awareness
At the top of the funnel, the focus is on building brand awareness and getting your health and wellness coaching business in front of potential clients. YouTube is the ideal platform for this because it allows you to share your brand story in a visually engaging way.
Why YouTube for TOFU?
Visual Storytelling: Video content helps communicate the value of your coaching program and build an emotional connection with the viewer.
Massive Reach: YouTube is the second largest search engine, with billions of users watching videos daily, making it a powerful platform for reaching new potential clients.
Interest-Based Targeting: You can target users based on interests relevant to health, fitness, mental well-being, or wellness, ensuring that your ads are seen by a highly relevant audience.
How to Set Up YouTube Ads for TOFU:
Campaign Objective: Choose objectives like Brand Awareness or Video Views to introduce your coaching services to new audiences.
Ad Type: Use TrueView in-stream ads to show your videos before related content, or YouTube Discovery ads to appear in search results and recommendations. Ensure that the videos are concise and engaging, ideally between 15-30 seconds.
Creative Approach: Create short, inspiring video content that tells your brand’s story. Show real testimonials or success stories from clients who have benefited from your coaching programs, highlighting how their lives have changed.
Example: A fitness coach could use a YouTube ad showing a client’s journey from struggling with fitness goals to achieving a healthier lifestyle through personalized coaching sessions. The ad could end with a call to action (CTA) inviting viewers to book a free consultation.
2. Mid-Funnel (MOFU): Demand Generation and Performance Max (PMax) for Engagement
The mid-funnel stage is where you nurture interest and encourage potential clients to explore your coaching programs further. These individuals are aware of their problem and are actively seeking solutions, but they may not yet be ready to make a purchase.
Why Demand Generation and PMax for MOFU?
Demand Generation Campaigns: These campaigns (formerly known as Discovery ads) help you engage users across Google’s expansive network, including YouTube, Gmail, and the Google Discover feed. You can serve visually compelling ads to people who have shown interest in health and wellness topics.
Performance Max (PMax): PMax campaigns are ideal for reaching users across all of Google’s channels, including Display, Search, YouTube, and Maps, with a single campaign. This allows you to target potential clients with dynamic, engaging content as they move through the funnel.
How to Set Up MOFU Campaigns:
Targeting: In Demand Generation campaigns, target users based on their behavior and interests. For example, you could target users who frequently engage with wellness content on YouTube or have searched for fitness tips.
Creative: Use eye-catching images and concise messaging that encourages users to explore your services. Include CTAs that direct them to a landing page with more details about your coaching programs or offer a free webinar to demonstrate your expertise.
PMax Campaigns: Exclude branded searches and focus on targeting broad, intent-based keywords to attract users in the consideration stage. Ensure that the creative assets used in PMax campaigns include a mix of images, videos, and headlines tailored to wellness and fitness.
Example: A wellness coach could use a PMax campaign to show dynamic ads featuring testimonials, before-and-after transformations, and content that educates potential clients on the benefits of a personalized wellness plan. This keeps your brand top-of-mind as prospects move closer to making a decision.
3. Bottom of Funnel (BOFU): Search Ads and Dynamic Search Ads (DSA) for Conversions
At the bottom of the funnel, your goal is to convert leads who are ready to take action. These prospects are actively looking for solutions and are likely comparing options. This is where Search Ads and Dynamic Search Ads (DSA) play a critical role.
Why Search and DSA for BOFU?
High Intent: Users at this stage are often performing searches with high commercial intent, such as “best health coach certification” or “online nutrition coaching.”
Dynamic Search Ads (DSA): DSAs are great for capturing long-tail keywords that you may not have included in your traditional search campaigns. Google dynamically generates ad headlines and final URLs based on the content of your website, matching them to relevant search queries.
How to Set Up BOFU Campaigns:
Targeting: Focus on high-intent keywords and phrases directly related to your coaching services. Use exclusions to ensure that you’re not bidding on top-of-funnel terms or users still in the research phase.
Ad Copy: Create compelling ad copy that highlights the benefits of your services, offering a clear value proposition such as “Get a Free Consultation” or “Sign Up for Personalized Wellness Coaching.”
Landing Pages: Ensure that your ads lead to optimized landing pages that provide all the necessary information for users to convert, such as program details, pricing, testimonials, and an easy-to-fill lead form.
Example: A fitness coaching business could use search ads targeting queries like “personal fitness coach in [location]” or “online nutrition coaching,” with a CTA to book a free consultation. Dynamic Search Ads would automatically adjust the ad headline and final URL based on the user’s specific search query, improving relevance.
How Each Campaign Type Works Together
For this strategy to be effective, each campaign type—YouTube, Demand Generation, PMax, Search, and DSA—needs to work in harmony. Here’s how they complement one another:
YouTube Ads generate awareness and introduce your coaching services to new audiences.
Demand Generation and PMax campaigns keep these audiences engaged, providing educational content, success stories, and offers as they move through the consideration phase.
Search and DSA campaigns target users with high intent, capturing leads who are ready to convert and become paying clients.
By ensuring that each part of the funnel is covered, you’ll create a seamless journey for potential clients—from their first interaction with your brand to the moment they sign up for your health and wellness coaching services.
Final Thoughts
Building a full-funnel Google Ads strategy for health, wellness, and fitness coaching is essential to maximizing your reach, engagement, and conversions. Each campaign type plays a unique role, guiding prospects through the awareness, consideration, and decision stages of their journey.
By using YouTube Ads for top-of-funnel awareness, Demand Generation and PMax for mid-funnel engagement, and Search and DSA for bottom-funnel conversions, you’ll create a cohesive strategy that ensures you’re capturing and nurturing leads at every stage. Implementing these tactics will not only drive immediate results but also build a foundation for long-term growth in the competitive wellness coaching industry.
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