Client Background:
In early 2024, we began working with a small fitness studio located in a mid-sized town in North Carolina. The studio offered group classes like HIIT, yoga, and strength training, with a core focus on community-based workouts for women aged 25–45.
The owner had run the business successfully for about three years but had hit a plateau. Most new customers came via word-of-mouth or random Google searches. Social media was being used, but sporadically and with no clear direction.
- The business had two goals:
- Increase new member sign-ups for the 6-week transformation challenge.
- Reduce last-minute cancellations for group classes.
The owner was willing to try ads but had a modest budget of $1600/month and needed results within the next 60–90 days to stabilize revenue.
Objective:
- The campaign was centered around two specific outcomes:
- Boost bookings for the transformation challenge
- Fill up under-booked group classes during weekdays
We wanted to do this using only Instagram and Facebook ads, with simple content and minimal input from the owner, who had limited time to create new material.
Strategy
1. Audience Research and Segmentation
The studio’s current clients were 90% female, mostly working professionals, moms, and students within a 10-mile radius.
- We created three target segments for the campaigns:
- Women aged 25–45 who follow fitness or wellness accounts
- Local residents who had visited competing gyms or bootcamps
- Website visitors and Instagram engagers from the past 90 days (for retargeting)
We used a combination of interest-based and lookalike audiences, with tight location targeting.
2. Content Creation: Real, Raw, and Relatable
- We took short video clips that the owner had already posted organically, nothing fancy, just phone-shot Reels of:
- Trainers guiding clients through workouts
- Class members high-fiving after a session
- A simple 10-second clip showing the studio and upbeat music
We edited the Reels to include bold captions and a call to action like:
6 Weeks. Stronger. Fitter. More Confident. Join the Challenge Now.
No actors, no gimmicks, just real moments that local women could see themselves in.
3. Launching Paid Campaigns
- We launched two types of ads:
- Lead generation ads for the 6-week challenge, directing users to a short signup form
- Engagement-focused Reels ads aimed at boosting interest and keeping the brand top-of-mind
Both ad sets were optimized for mobile and shown primarily in Instagram Stories, Reels, and Facebook feeds.
We also set up automated follow-up emails for anyone who submitted the form but didn’t book right away.
4. Mid-Campaign Adjustments
- Within the first 2 weeks, the Reels with class scenes were performing better than the more “salesy” ones. We adjusted by:
- Pausing two low-performing ads
- Reposting top Reels from the studio’s account as “dark posts” for fresh engagement
- Updating the lead form to only ask for Name + Email (shorter form = more completions)
We also added testimonials from past challenge participants as part of the ad copy.
Results After 6 Weeks
- Class bookings increased by 92%, especially during mid-morning and evening hours
- The 6-week challenge sold out, with 28 new participants (the previous challenge had 14)
- Instagram followers grew by 38%, mostly local women
- Email list grew by 240+ contacts via the lead form
- The studio saw a reduction in no-shows by 30% due to follow-up reminders and stronger engagement
Key Takeaways
1. Raw content works best.
Phone-shot Reels with real clients performed better than polished graphics.
2. Retargeting boosted ROI.
Showing ads to people who had engaged before significantly increased sign-ups.
3. Simple, bold CTAs matter.
“Join the challenge” outperformed all other phrasing we tested.
4. Shorter forms = more leads.
The fewer steps, the higher the conversion.
What’s Next
After the campaign, the studio began using monthly Reels ads to promote ongoing offers, and the owner committed to filming 1–2 clips per week to keep content flowing.