Gym Campaign - MC-Fit | Audience Testing with Paid Ads + Organic
Helping a local gym get more sign ups through the most effective audience via A/B testing.
Project Overview
Niche
Gym/Fitness
Objective
Get new male sign ups for a 7 day free trial, sell them on the status upgrade
Audience
Men aged 18-34 that feel invisible, but deeply desire respect and power
Women aged 25-40 who want to be toned and healthy
Budget
$15-25/day for Meta Ads
Project Goals
Create Meta ads catered towards an 18-34 male audience, and separate ads for 25-40 female audience
Use an intro offer of a 7 day free trial to reduce sign up friction
See which audience gives a lower CPC (cost per conversion)
Integrate Google ads + IG content for full funnel exposure
Design a fast, clean booking flow
Lock in the best audience for the campaign
Funnel Outline
Step-by-step funnel, as well as a metaphor to aid in your understanding.
Funnel Steps (the nerdy marketing)
Step 1: Ads
Create varying Meta ads catered towards the two audiences which we are testing. This will help us find the best audience for our service.
Step 2: IG organic posts
Instagram and Facebook posts to keep clients updated, as well as give the sales funnel more exposure.
Step 3: Landing pages
A/B tested alongside the audiences, pull on emotional desires of each, and lead them to sign up for the 7 day trial offer.
Step 4: Booking confirmation
Interested lead can book their appointment online with ease.
Step 5: Compare audiences
Now we can run the numbers and see which audience gives us a lower CPC over time. Focusing on that audience, we can start to grow the customer base and hone in on our branding.
Metaphor (for regular human beings)
Girl notices a guy’s haircut at the bar
She doesn’t know his name. But she knows his fade’s fresh and she likes it. That’s step one. That’s the ad doing its job.
She checks out his Instagram
She checks if he’s legit. Style, confidence, maybe a pic with his dog. That’s brand trust being built.
The first real conversation
This is where he either fumbles or flirts. He shows who he is. She decides if he’s date-worthy. That’s the landing page doing its job.
She gives him her number and says yes to a date
Now he’s got commitment. She’s showing up. That’s a lead turning into a booking.
The texts start flowing
Now he keeps it alive. A flirty DM here, a funny TikTok there. That’s the follow-up sequence keeping her engaged until she shows.