About the Project
A boutique fitness studio focused on bodyweight exercises, incorporating elements of boxing and jiu-jitsu. Located in Miami Beach, in an area where the entire atmosphere is saturated with sports, a healthy lifestyle, and a culture of physical activity.
Membership cost — $149. The project team was simply outstanding: trainers, administrators, and the manager worked as a cohesive unit. Everyone was engaged in the process as if it were their own business.
Tasks
- Create a new Business Manager, Fan Page, advertising account, and custom audiences. Implement Facebook Conversion API.
- Set up website events and integrate lead transmission into Kommo CRM.
- Develop the architecture of advertising campaigns in Ads Manager.
- Prepare video creatives, texts, and offers.
- Launch campaigns and scale successful combinations.
- Achieve a stable return on advertising investment.
Execution of Work
First month of work (August 29 — September 30)
At the outset, the lead cost was relatively high, reaching up to $75. We tested various creative formats: static images, carousels, GIFs, TikTok-style videos, reviews, and more.
We experimented with directing traffic to the website and Instagram messages, but there was no significant difference; costs rarely fell below $70. It was clear that Facebook lacked sufficient data from the pixel about incoming clients.
However, after reconfiguring campaigns to use lead forms, integrating the Conversion API (CAPI), and connecting Kommo CRM, we managed to reduce the lead cost to $23.
Clients who attended a free session or purchased a membership were tracked in the CRM, and this data was fed back to Meta, enabling the algorithms to better identify high-value clients.
During this period, 550 leads were generated with $12,767 spent.
Second month of work (October 1 — October 29)
With the goal of further reducing lead and client acquisition costs, we shifted our focus to video content, incorporating more footage of one-on-one training sessions.
We hired a video editor to produce new videos daily, and fortunately, we were consistently supplied with content.
At this stage, the lead cost dropped to $16.64, allowing us to secure 440 leads with $7,322 spent.
Results
- Revenue: $64,434
- ROAS: 346%
- Total number of leads: 990
- Average lead cost: $20.29
- Total expenses: $20,089
Conclusions
- The use of lead forms significantly reduced the cost per lead.
- Static and less interactive formats demonstrated low effectiveness.
- Videos featuring one-on-one training sessions generated the strongest response and contributed to lowering lead costs.
- Integration of Kommo CRM with Meta enhanced lead quality and optimized advertising campaigns.