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Motion Fitness · Personal training · Online coaching Live
Lead-form ads that paid back 3.4×, and the lesson when they stopped
A personal-training business running Meta ads into a GoHighLevel pipeline. When it worked, it worked well. When leads dropped, the data showed exactly why.
Paid mediaReporting
47–52
Leads a week at peak (mid-June to early July 2026)
$5–6
Cost per lead on lead-form ads
3.4×
Return on ad spend across the campaign
The challenge
- —Get a steady flow of qualified leads at a cost the business could carry.
- —Later: leads fell from about 50 a week to under 10, and nobody could say why.
What we did
- ✓Meta lead-form campaigns on a flat NZ$40 a day, tracked into the sales pipeline.
- ✓Return on ad spend calculated per creative from the lead tracker, not from Meta’s estimate.
- ✓When leads dropped, we pulled ad-level history through the API instead of guessing.
What we learned
Three things changed in one move: lead forms became DM ads, the audience changed, and Australia was dropped. Cost per lead roughly tripled. Change one variable at a time, or you can’t tell which one hurt.
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