Case Study: Paid Ads Marketing for WhichMat.com
WhichMat.com is a SaaS platform built for Brazilian Jiu-Jitsu competitors and coaches, helping them track match times and mat locations across tournaments. With a solid user base of 20,000+ and a growing reputation in the grappling community, WhichMat needed marketing support to raise awareness, increase usage, and build deeper loyalty among athletes and coaches—without alienating its grassroots vibe. WhichMat.com had a loyal but niche user base, and organic growth was steady but limited.
The challenge was to rapidly reach new competitors and coaches, increase registrations, and cement WhichMat.com as the go-to resource for tournament day logistics — without massive marketing spend.
The Challenge
Limited Organic Growth in a Niche Market: Despite a loyal user base, WhichMat struggled to expand beyond early adopters in the BJJ scene without dedicated marketing.
Low Visibility Among New Competitors and Coaches: Many potential users were unaware of WhichMat’s value during tournaments, especially first-timers or those outside IBJJF circles.
Budget Constraints for Traditional Marketing: With no massive ad budget, the team needed to make every dollar count—forcing a highly strategic, ROI-driven approach.
Platform Perception as a Utility, Not a Brand: WhichMat needed to evolve from being just a helpful tool into a recognizable, community-driven presence in the sport.
Our Solution
Targeted Facebook and Instagram Ad Campaigns: Ran event-timed, mobile-optimized ads aimed at BJJ competitors, coaches, and parents using interest and lookalike targeting.
Community-Centric Instagram Content Strategy: Posted user-generated content, celebrated real mat moments, and highlighted upcoming events to build brand affinity.
Launched “The WhichMat Podcast”: Created a podcast featuring BJJ athletes and coaches to humanize the brand and deepen its roots in the community.
Clear CTAs and Urgency-Driven Messaging: Used direct calls to action like “Track Your Matches Now” with bold visuals to capture mobile users at peak decision moments.
Tech Stack:
Results
Growth in Signups During Tournaments literally from maybe 100 to ~20,000 users (insane yes): Ads timed around events like IBJJF and NAGA led to major weekend spikes in new users and saved mat activity.
$2.22 Avg Cost Per Lead and 50% CPA Reduction: After campaign optimization, the cost of acquiring new users dropped significantly, boosting overall ad efficiency.
2,000+ New Active Users in 3 Months: Consistent ad efforts and podcast content directly fueled user growth and app engagement across competition weekends.
Brand Visibility + Sponsor Leverage Improved: Higher traffic and user activity made it easier to attract and retain sponsors, reinforcing WhichMat’s position in the BJJ ecosystem.