Instagram Marketing Case Study: Growing TOPSTRETCHING Dubai with Paid Social Ads

So, there's this stretching studio called TOPSTRETCHING, right? Everyone in Dubai knows them. They've got these fancy studios and really good trainers. Business is booming in person, but they had a problem a lot of places face: How do they get more people through online ads without spending a fortune?

Basically, they wanted more folks to know about them on social media and then turn that attention into actual leads—people who are seriously thinking about booking a session, but without breaking the bank to get them. That's where WGG Agency came in. We focused on making Instagram a really solid marketing tool for TOPSTRETCHING. And we did this by creating good content and running targeted ads on Facebook, TikTok, and Snapchat - trying to reach the people most likely to be interested.

Instead of just posting a random ad here and there, the plan was to build a system that keeps bringing in the right kind of customers. The goal? To get those people interested and get them to actually book a stretching session consistently over time.

We wanted to see which way worked best to get people to sign up. So, we tried two different ad paths on social media.

One way sent people straight to a landing page made to be quick and easy to sign up on its own. The other way focused on talking to people directly through Instagram Messages.

We used Instagram marketing and ads on Facebook, TikTok, and Snapchat to see what would happen. We wanted to know if it was better to grab leads right away with a form or chat with them on Instagram.

This helped us figure out where we could get leads for less money. Plus, we learned if people in Dubai who are into fitness would rather fill out a quick form or talk to a real person.

To get past just getting leads and to really focus on making money, WGG Agency tried out two quick campaigns that had different goals.

The first one pushed a cheap trial class. The purpose was to get new folks interested and get quick sign-ups. This was how they got people in the door, backed by Insta marketing and paid ads on FB, TikTok, and Snapchat, all saying how great it would be.

At the same time, they tested a deal that focused on memberships. This was aimed at folks who were already pretty interested and could be long-term customers. Through content and retargeted ads, this campaign stressed sticking around for the long haul instead of just dropping in once.

By running both campaigns at once, they could tell which one brought in steady cash, not just clicks or names. Then they changed things up based on what they saw.

Instead of generic ads, we treated each TOPSTRETCHING studio as its own market such as Downtown, Dubai Marina, and Palm Jumeirah while also running a general Dubai campaign. We used location targeting to customize the ads for each area, and kept the brand consistent with our Instagram and content efforts.

Over four weeks, we tested two approaches such as landing pages designed for conversions and Instagram Messages. We drove traffic to both with Facebook, TikTok, and Snapchat ads. This let us see how automated lead capture stacked up against actual conversations, and how Dubai audiences liked to interact.

The results were clear: the general Dubai campaign generated leads for about AED 20 each, but Palm Jumeirah's Instagram Messages got messaging conversations going for around AED 29 each.

Basically, location-specific ads combined with a mix of paid social media reduced costs and made for better leads.

We got rid of what wasn't working and put more effort into what did.
After checking out the costs per lead in each area, we stopped running ads for Dubai Marina and Downtown. Instead, we put our money into ads for Palm Jumeirah and a general Dubai campaign.

The numbers told us a simple story: ads in Marina and Downtown cost too much, while ads in Palm Jumeirah and the city as a whole gave us better value and more serious potential members.

This change helped our Instagram marketing team work better. They moved money to Facebook, TikTok, and Snapchat ads that got results and boosted what was already working with focused content. This gave us a simpler ad plan with lower average costs per lead and clearer ways to get people to sign up.

We didn't just stop at Facebook. To find the best way to get people into TOPSTRETCHING, we tried out TikTok and Snapchat, along with our Facebook ads and Instagram stuff. Short, relatable content and local messages on TikTok got people more interested and made it easier for them to sign up for trial classes.

Using the same setup, TikTok's sign-up rate was roughly 10% better than Facebook's, and the cost per potential customer stayed around AED 20. Snapchat helped us reach more younger folks nearby, which worked well with our Facebook ads and content to keep things affordable.

To reach more of Dubai's diverse population, we tried ads in English, Russian, and Arabic. We used the same sales process for each. Local language and visuals made the brand feel local to each community we aimed for.

Putting these ads on Instagram and other paid channels like Facebook, TikTok, and Snapchat made our ads more relevant. This way, we didn't waste as many views. The Arabic and Russian ads really grabbed attention from people who usually skip English ads. This got us more interaction and chats with potential customers.

By mixing content with targeted ads in specific languages, we made a more inclusive system. This lowered our cost per lead and brought in more qualified leads. We didn't even have to change our total ad budget.

We did an Arabic ad thing, and things moved fast in week one. It got us 9 leads, and 5 turned into bookings to try out the service. That's like, 55% which means speaking their language really did it for TOPSTRETCHING's people.

Each lead looked like it cost about AED 67, but each actual booking cost around AED 132. So, getting good bookings matters more than just tons of leads. Our Instagram ad plan (with some blog posts, Facebook, TikTok and Snapchat ads too) helped us talk to Arabic people with stuff they cared about and get them interested fast.

Basically: ads in their language can really get you more bookings, even if leads seem pricier at first. Those leads turn into real money way faster.

We stopped the test that wasn't working, focused on Arabic, and bookings went up every week.

After putting our Russian plans on hold and putting money into Arabic ads that did well, weekly bookings began to grow steadily. This change wasn't just a shot in the dark - it came from conversion info from our Instagram marketing and ads on Facebook, TikTok, and Snapchat.

With content helping move things along (localized text, short videos, and ads that put messaging first), we got more leads who were really interested. Bookings went up week after week, which shows that focusing on the right audience and language works better than spending money everywhere.

So, we noticed that AeroStretching ads were doing well, so we went all in and made more teaser ads. These ads showed how cool and visually interesting aerial stretching is. Our Instagram marketing team used these ads with short reels, local wording, and content that made it seem easy for newbies and fun for fitness fans.

We put these ads on Facebook, TikTok, and Snapchat, testing different hooks and calls to action. We focused on the ads and spots that got us the best sign-ups. It paid off right away: we got 110 leads for around AED 26 each. This shows that a good ad, plus smart social media spending, can get you lots of customers without costing a fortune.

It wasn’t just about the amount of people, either. The AeroStretching teasers got us better leads and more people trying it out. This gave us a good plan to grow across different sites and places.

Once we started targeting people who'd already checked out TOPSTRETCHING's website or Instagram instead of just going after anyone, things changed fast.

We built retargeting groups and lookalikes using data from their website and Instagram. Then, our marketing team showed them ads on Facebook, TikTok, and Snapchat that were made just for them, with calls to action focused on trials. This got us 88 leads to the landing page for around AED 22 each, which is better than the AED 30 when targeting everyone.

It wasn't just cheaper; it was smarter. Content kept the ads fresh and relevant, and lookalikes helped us find more people like those already interested. The result?

Cheaper leads, better sign-up forms, and a reliable flow of bookings, proving that putting retargeting first really works. But that doesn’t mean we abandoned other activities!

In short, we made a lead-generating machine that increases bookings and income using real data.

WGG's Instagram marketing plan helped TOPSTRETCHING turn their popular classes into online sales. We tested different ads based on location, used creatives in specific languages, tried ads on various platforms (Facebook, TikTok, Snapchat), and made retargeting/lookalike campaigns. This got us 1,629 leads at about AED 33 each. We then turned those leads into 199 trial bookings and 26 memberships. These campaigns brought in AED 42,290, proving the plan worked for both quantity and quality.

What really matters is that Arabic and AeroStretching ads got better responses, TikTok did better than Facebook at getting conversions, and retargeting lowered the cost per lead from around AED 30 to about AED 22. Basically, testing out different creative ideas, advertising on many platforms, and using retargeting got us leads that were cheaper and better.

So, what's next? We're going to focus on the ads and audiences that did well such as AeroStretching, Arabic ads, and targeting Palm Jumeirah and all of Dubai. We will also try to find similar audiences based on the best customers, and keep experimenting with new ad ideas and placements. We'll also add content marketing such as local short videos, trainer spotlights, and Instagram messaging to keep costs low and get more people to become members after their trials.

Basically, we developed a system that works: test a lot of things, find what works, quickly change your focus, and use retargeting and lookalike audiences to boost results. For TOPSTRETCHING, this resulted in more trial bookings and a clear way to get profitable memberships.

Want to see such results for your business too? Feel free to check out our SMM Services, you won't be disappointed!