Why BJJ Gyms Should Be Running Google Ads (And Not Just Relying on Social)

If you run a BJJ gym, you're probably already posting on Instagram, maybe running paid ads on Meta too.

But if you're not running Google Ads, you're missing out on your highest-intent audience — the people actively searching for what you offer.

Here’s why Google Ads should be in every BJJ gym’s marketing playbook — and how it stacks up against social platforms like Facebook and Instagram.

Google Ads: Your Front Line for Ready-to-Enroll Leads

Google Ads capture people who are already looking for what you offer. That means you're not interrupting their scroll — you're answering their question.

Some gyms I've worked with have questioned the use of Google Ads, but they are actually the highest converting and most qualified traffic you can invest ad spend on.

Example searches your future students are typing:

• "BJJ gym near me"

• "kids jiu jitsu classes"

• "jiu jitsu for beginners"

• "no gi jiu jitsu in [your city]"

When you run search ads targeting these keywords, you're showing up exactly when people are in decision-making mode — not just browsing. That makes them more qualified and more likely to convert.

Which is why you should be willing to spend more than your competitor to get in front of these leads.

Top Benefits of Google Ads for BJJ Gyms

1. High-Intent Traffic - People clicking Google Ads are already looking for training. They’re not just curious — they’re likely ready to try a class.

2. Location-Based Targeting - You can target by zip code, radius, or specific neighborhoods. Perfect for getting in front of people within 5–10 miles of your gym.

3. Trackable ROI - Google Ads lets you track leads, calls, form submissions, and sign-ups — so you can measure exactly what’s working.

4. Fast Results - Unlike SEO or organic content, which takes time and strategy to earn, Google Ads can get you on page 1 today.

5. Perfect for Class Schedules + Promotions - Promote your free trial class, 6-week challenge, or kids program right when people are searching for it.

Google Ads vs. Facebook/Instagram Ads

Feature	Google Ads	Facebook / Instagram Ads
User Intent	High (people are searching)	Low to Medium (scrolling)
Targeting	Based on keywords + location	Based on interests + behavior
Speed of Results	Immediate	Fast, but needs creative setup
Best Use Case	Lead generation, trial offers	Branding, retargeting, awareness
Ad Format	Text + Local Map Pack	Visual/photo/video-based

Both platforms have their place — but Google Ads is your sniper, while Facebook and Instagram are more like shotguns: wider spread, but less precise.

Final Thoughts

Use Google Ads for capturing leads, then retarget on Facebook/Instagram with social proof, testimonials, and videos of your gym in action. That one-two punch can fill your mats fast.

If you're serious about growing your BJJ gym, Google Ads isn't optional — it's essential.

It puts your gym in front of people who are already raising their hands and saying, "I want to learn BJJ" 

Combine that with strong follow-up systems, and you’ll turn clicks into trial sign-ups and loyal students.

If you need help running Google Ads, contact us.