Matrix Home Fitness Reverses Declining Sales with a 132% Revenue Increase in Three Months
Matrix Home Fitness is the residential division of Matrix Fitness, a sub-brand of Johnson Fitness & Wellness, offering premium commercial-grade fitness equipment directly to consumers. Headquartered in Cottage Grove, Wisconsin, Matrix Home Fitness sells through its eCommerce store and Johnson Fitness retail locations. Granular began managing the account in May 2025. When Matrix Home Fitness partnered with Granular, online revenue had been declining year over year, even during traditionally strong sales periods. The objective was clear: reverse the downward trend, improve advertising efficiency, and return the business to profitable growth. 
The Opportunity
Despite offering premium fitness equipment backed by a trusted brand, Matrix Home Fitness faced declining eCommerce performance and inefficient advertising.
To drive sustainable growth, the business needed to:
•Reverse declining year-over-year online revenue
•Improve return on advertising spend across Google and Meta
•Better align campaigns with high-intent, premium shoppers
•Increase qualified traffic while maintaining profitability
Rather than increasing ad spend indiscriminately, the opportunity was to build a more intentional acquisition strategy focused on revenue growth.
Granular’s Solution
Granular restructured Matrix Home Fitness’s paid media strategy around purchase intent, revenue optimization, and audience quality. The measurement team also improved the analytics setup to focus on signal engineering in order to drive more valuable conversions for the business.
- Refined Conversion Tracking
Updated Google Ads conversion tracking to optimize campaigns exclusively for purchases and revenue rather than lower-value website actions like page views, add-to-cart events, or store directions. - Rebuilt Search Campaign Structure
Reorganized Google Ads into dedicated brand and non-brand campaigns, allowing for greater control over budget allocation, bidding strategy, and keyword intent. - Focused on High-Intent Search Demand
Narrowed non-brand targeting around premium fitness equipment categories, including treadmills and ellipticals and prioritized search terms that reflected Matrix Home Fitness’s premium positioning. - Optimized Creative and Messaging
Tested new ad copy designed to resonate with the brand’s highest-converting demographic while strengthening the value proposition for premium fitness equipment. - Expanded Meta Investment
Increased Meta investment to introduce the brand to new audiences, improve awareness, and generate additional branded search demand that supported overall performance.
Together, these changes created a more efficient acquisition strategy built around attracting higher-quality customers and maximizing return on ad spend.
The Results:
Within three months of launching the new strategy, Matrix Home Fitness reversed months of declining performance and delivered substantial revenue growth.
- 132% average increase in revenue during Granular’s first three months (May–July) compared to the previous three-month period
- 257% year-over-year revenue growth in July
- 173% increase in Google Ads ROAS
- 70% increase in Meta ROAS
- 113% increase in Meta investment while significantly improving efficiency
The combination of more intentional campaign structure, improved conversion optimization, and stronger audience targeting transformed paid media into a significantly more profitable growth channel.
Client Feedback:
“The only change we’ve made to the business is bringing Granular on in May.”
— Matrix Home Fitness
Questions?
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