02
The situation
Underserved,
not underspending.
You run the gym like operators who understand unit economics. You know a member is worth around $3,000 a year, that every new member is now profit, and that the right move is to spend more when the maths works. You have even run your own creative tests inside Meta.
The team currently managing your ads is built for budget-conscious gym owners. The relationship is report-only: quarterly walkthroughs, a brief to chase the cheapest cost per lead, and no real conversation about what to test, what to scale, or how hard to push.
"If we can target the right people and convert them into members at the right rate, we should want to spend more. Right now we have no confidence in how that is being managed."
- The Yard Prahran, discovery call, May 2026
03
At a glance
Strong back-end,
leaky front-end.
~$24
Cost per lead on video, your best performer
3×
Video out-pulls static, at roughly half the cost
$50/day
Current spend - too thin to test properly
~180
Member places still to fill
04
Account audit · 1 June 2026
What the audit
found.
We ran a read-only audit of your live account. It is not badly built - it is run on an outdated structure with no strategy behind it, exactly as you flagged. The data:
$44 - $125
Cost-per-lead spread across live ads - no consistency
82%
Of ad set budget on its worst-converting video
5.1
Ad frequency - a small audience already fatiguing
1 of 11
Ad sets live - no redundancy, 9 legacy sets off
Finding 01
Built the old way
- Legacy structure Meta has moved on from
- Manual audience splitting, not creative-led
- We rebuild to the current delivery model
Outdated setup
Finding 02
Your best ad was switched off
- A proven set at $57 cost per lead was paused
- Restarted from zero on a weaker one at $113
- We scale winners, never reset learning needlessly
Best lead: $44.49
Finding 03
Optimised for form-fills, not members
- Meta is taught to find leads, then stops
- We feed member sign-ups back from your CRM
- So spend chases members, not just form-fills
The difference that matters
Meta's own dashboard is also flagging tracking gaps - no phone number on lead events (~13% conversion lift left on the table) and incomplete CAPI coverage. Tracking and pixel/CAPI are live, so the foundation is there. All fixable, and proof we add value from day one.
05
Project scope
Three moves,
in order.
Stage 01
Tracking & CAPI setup
- Pixel audit & verification
- Conversions API (server-side events)
- UTM rebuild into your CRM
- Reconcile reported vs real leads
Included in month 1
Stage 02
Account restructure
- Consolidate to Andromeda architecture
- Broad, creative-led delivery
- Tight geo-fence on your territory
- Migrate proven video creative
Included in month 1
Stage 03
Ongoing management
- Rolling creative testing
- Daily optimisation & budget pacing
- Conversion-first, then cost
- Monthly reporting on members, not just CPL
Monthly retainer
Under Meta's current model, creative does the targeting - fewer, broader campaigns gather more data per campaign and learn faster, while server-side CAPI keeps attribution accurate. Optional ad creative production is available as a separate add-on when you want fresh volume beyond your approved library.
06
The economics
Why spending more
is the safe move.
At your member value, the cost of acquiring one is a rounding error against what they return. The job is to find what converts, then buy more of it.
Target cost per lead
$100
Member value, year one
$3,000
A lead bought at $100 pays itself back in roughly 22 weeks and returns over 30× within the year. A CPL well under $100 is comfortably profitable - so we optimise for the right conversions first, then drive cost down.
07
Break-even
Five members
covers the quarter.
Across three months, management plus the recommended media spend total $14,400 ex GST. At your ~$3,000 first-year member value, here is what it takes to pay it all back.
$14,400
3-month cost - fees + media, ex GST
5
New members to break even
1.6/mo
Members per month to cover costs
~2.7%
Of your ~180 open places
At a $100 cost per lead, $9,000 of media buys roughly 90 leads over the quarter. You convert completed trials at about 73% - so only around 6% of those leads need to become members to break even. Everything beyond five members is profit on the year.
08
Investment
Simple, transparent,
month to month.
| Item | What it covers | Monthly |
|---|
| Meta Ads management | Strategy, build, creative testing, optimisation & reporting | $1,800 + GST |
| Recommended media spend | Paid directly to Meta, around $100 per day | $3,000 |
| Month 1 setup | CAPI & pixel, tracking rebuild, account restructure | Included |
| Ad creative production | Optional add-on, quoted on volume & format mix | On request |
| Ven management fee | $1,800 + GST |
Media spend is paid directly to Meta and stays yours to adjust. Our fee is fixed. The recommended spend is a starting point - we step it up as the data justifies it, and never beyond what your class capacity can absorb.
09
Ven management fee
$1,800
per month · ex. GST
+ ~$3,000 media = $4,800 total working budget / mo