Arthur Murray

Arthur Murray dance studios form a franchise network across North America. We manage Google Ads for 108 individual studio accounts, each one running the same playbook tuned to its own local market. The only metric that matters is the introductory lesson request.

The Challenge

Each studio is a local business with its own budget and its own market, but a franchise cannot afford 108 different strategies. Left to run independently, every location would relearn the same expensive lessons on its own dime. The real challenge was operational: build one campaign playbook that fills a single studio’s calendar, then run it across an entire network without letting quality or cost slip as the account count grows.

The Solution

• One Google Ads account per studio, so every location has its own budget, its own geography, and its own reporting
• A single proven campaign playbook, replicated across the network and tuned to each studio’s market
• Centralized management: what works in one market rolls out to all of them, and no studio pays to relearn it
• Steady, deliberate scaling: network ad spend grew from about $15K a month in early 2022 to more than $120K a month in 2026

The Results

The playbook compounds. In the twelve months from September 2025 through August 2026, the network generated 42,115 introductory lesson requests at $30 each, 5.6x the annual volume the same network produced in 2022.