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TNT Group Training Boosted Leads, Cut CPL, and Grew Memberships

New campaigns boosted membership, buffering against attrition.

Consistent split testing reduced lead costs.

Improved overall ad performance through strategic adjustments.

Tailored videos and Lookalike Audiences drove engagement.

Case Study

The
Company

TNT Group Training (now LIFT Gym), located in Wangara, offers high-quality fitness programs aimed at helping individuals achieve their health and wellness goals in a supportive environment.

Goals &
Challenges

TNT Group Training had been running its own Facebook ads but noticed they were no longer performing as well as before. The gym, like many in the industry, faced the challenge of member attrition due to cancellations from clients moving away, illness, or other commitments. 

If this trend continued, it would affect the gym’s ability to replace lost members, and the owner was concerned about wasting money on ineffective ads.

The
Solution

After auditing their previous campaigns, it was clear that the ads had produced great results initially but had since become stale. The ad copy hadn’t been updated in a while, and the campaigns were relying on just one image or video.

We took several steps to revamp their approach:

  • New Membership Program: We created a fresh offering and a new membership program to capture attention and drive engagement.
  • Targeted Videos: We filmed new videos with separate messaging for men and women, allowing us to tailor the content to specific audiences.
  • Retargeting Campaigns: Retargeting was set up to capture interested users who had already interacted with the gym’s ads or content, ensuring we stayed top of mind.
  • Simplified Lead Capture: We removed the old, clunky landing page system and introduced Lead Forms for easier sign-ups. Later, we added a personalized Messenger bot to further streamline the process.
  • Split Testing: Constant split testing of videos, images, and ad copy allowed us to find the best-performing content, lowering the cost per lead.
  • Lookalike Audiences: Using a list of current and past members, we built Lookalike Audiences to reach new prospects who closely matched the gym’s ideal members.

The Results

As a result of the revamped campaigns, membership numbers increased, giving the gym a healthy buffer zone. The owner is now at ease, focusing on helping clients rather than managing underperforming Facebook ads.

Client Success
Feedback

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