Center 45 — Monthly Performance Report

Executive Summary

April was the launch month for Center 45's paid ads program. Total spend was $378.13 against a $500 monthly target, with 5 leads recorded by Meta — 3 qualified and 1 junk per the internal review through Apr 28. The month had two distinct phases: a traffic-objective campaign that ran Apr 7–21 and produced 2 leads via the landing-page form, then a pivot to a lead-gen objective with Meta instant forms (and 2%/5% lookalike audiences) that ran Apr 21–30 and produced 3 leads at a 56% lower CPL. The Beginners/Kids creative was the clean winner across both phases, accounting for all 5 of the leads. Frequency reached 2.45 by month-end — below the 3.0 fatigue threshold but climbing fast in the geo-bounded Boone market, so the May plan needs fresh creative.

Reporting scope — documenting what we already discussed. The numbers in this report end at “lead generated” because session bookings, group sizes, attendance, and in-store purchases happen on the gym's side and aren't visible from the ad account. We've talked about this; flagging it here so the scope of the metrics is clear in writing alongside the rest of the data.

Leads Generated

2 from the Traffic campaign (LP form, Apr 17), 3 from the Lead Gen campaign (instant form, Apr 21–28). Per internal quality review through Apr 28: 3 qualified, 1 junk.

$75.63

Cost / Lead (Blended)

Traffic phase: $113.66/lead. Lead Gen phase: $50.27/lead — 56% improvement after the pivot.

$378.13

Total Spend

75.6% of the $500 monthly target. Underspent because the campaign pivot mid-month interrupted delivery.

54,656

Impressions

22,304 unique users reached — a meaningful share of the Boone+30mi market.

888

Link Clicks

1.62% link CTR. 759 landing-page views (85% LP rate during the Traffic-campaign weeks).

2.45

Frequency

Climbing in a small geo-bounded market. Watch for the 3.0 fatigue threshold — fresh creative needed for May.

Strategic Context

Mid-month pivot from Traffic to Lead Gen. The Traffic campaign launched Apr 7 to drive landing-page views and validate creative. By Apr 21 we had enough data to switch objectives: paused the Traffic campaign and launched a new Lead Gen campaign using Meta instant forms with 2%/5% lookalike audiences (built off website purchasers, the Private Coaching webpage engagers, and 90-day Instagram engagers). Instant forms remove the LP-form friction, which is especially useful at a $500/mo budget where every lead matters. Funnel update Apr 28: the instant form was simplified to collect general contact info only, then routes leads to Center 45's existing Wix booking page. That matches how the gym actually handles leads — coaches book sessions directly through the Wix system, not through an external CRM — and any lead who fills the form but doesn't complete the booking is now retargetable.

Weekly Trend

Week	Spend	Impressions	Link Clicks	LP Views	Leads	CPL
Mar 30 – Apr 5	$0.00	0	0	0	0	—
Apr 6 – Apr 12	$92.09	16,540	298	276	0	—
Apr 13 – Apr 19	$113.92	21,926	433	400	2	$56.96
Apr 20 – Apr 26	$106.90	10,975	127	81	1	$106.90
Apr 27 – Apr 30 (4d)	$65.22	5,215	30	2	2	$32.61

Campaign launched Apr 7, so the first calendar week reads as zero. The drop in LP views from week 3 to week 4 reflects the campaign pivot — the new Lead Gen campaign uses instant forms instead of LP redirects, so most users now complete the funnel without ever hitting the LP. The strong Apr 27–30 read (2 leads at $32.61) is the first signal of the new instant-form structure performing.

Changes Made This Month

Apr 7 — Launched the first campaign. Traffic objective optimized for landing-page views to the dedicated coaching LPs at ads.center45.com. Five ad creatives in rotation (Beginners/Kids, Solo Climber, Crew/Duo Spotting, Crew/Group Coaching, Outdoor Performance).
Apr 21 — Pivoted to Lead Gen with lookalikes. Paused the Traffic campaign and launched a new lead-gen campaign using Meta instant forms. Layered in 2%/5% lookalike audiences (website purchasers, Private Coaching engagers, IG engagers). Cost-per-lead dropped from $113.66 to $50.27 in the new campaign's first 9 days.
Apr 28 — Funnel simplified. Removed qualifying questions from the instant form (group size, preferred date were redundant since coaches handle booking directly). Form now collects general contact info + phone verification, then routes to the Wix booking page. Leads who fill the form but don't complete the booking step are retargetable.

What We Expected vs What We Saw

Target / Action	Expected	Actual	Assessment
Cost per lead	Strategy target < $25 (with caveat that small markets run higher)	$75.63 blended; $50.27 on the Lead Gen campaign in its first 9 days. Apr 27–30 came in at $32.61.	Month 1 / Learning
Leads per month	Strategy target 20+; Month 1 expected to be lower as the launch settles	5 leads in 24 days of delivery. Run-rate is improving in the final week.	Below
Pivot to Lead Gen + lookalikes	Lower CPL via instant forms + tighter audience targeting	$113.66 → $50.27 CPL in the new campaign — 56% improvement on a small sample.	Met
Frequency management	Stay under 3.0 in a geo-bounded market; refresh creative if rising	2.45 by month-end. Below threshold but trending up.	Watch

Campaign Performance

Campaign	Phase	Spend	Impressions	Link Clicks	Leads	CPL
PVM \| Traffic Campaign \| Private Coaching	Apr 7–21	$227.32	42,717	805	2	$113.66
PVM \| Group Training Leads \| CBO	Apr 21–30	$150.81	11,939	83	3	$50.27

Sequential campaigns — Traffic was paused when Lead Gen launched, not run in parallel. The Traffic campaign drove much higher link clicks because users clicked through to the LP; the Lead Gen campaign uses instant forms, so most users complete the funnel without leaving Meta and link clicks drop accordingly.

Ad-Level Performance

Ad	Phase	Spend	Impressions	Link Clicks	Leads	CPL
Beginners/Kids Top Performer	Traffic	$134.83	25,666	507	2	$67.41
Beginners/Kids \| Lead Gen Top Performer	Lead Gen	$102.01	7,319	54	3	$34.00
Beginners/Solo Climber	Traffic	$46.74	8,798	138	0	—
Beginners/Solo Climber \| Lead Gen	Lead Gen	$28.84	2,689	17	0	—
Crew/Duo Spotting \| Lead Gen	Lead Gen	$19.96	1,931	12	0	—
Crew/Duo Spotting	Traffic	$13.02	2,419	44	0	—
Outdoor Performance (2 variants)	Traffic	$20.28	3,466	66	0	—
Crew/Group Coaching	Traffic	$10.56	2,031	41	0	—
Beginners/Kids 2	Traffic	$1.89	337	9	0	—

Key finding: the Beginners/Kids creative drove every single lead this month — both phases, both campaigns. The Lead Gen variant in particular did $34/lead, which is right at the strategy doc's small-market expectation. The other creative angles (Solo Climber, Crew/Duo, Crew/Group Coaching, Outdoor Performance) all received delivery but produced zero leads. Meta has a strong signal on what's working, and May should lean hard into the Beginners/Kids angle — ideally with 2–3 fresh variants in that lane to keep frequency in check.

Audience Insights

Audience	Spend	Impressions	Leads	CPL
Traffic \| Boone +25mi (broad) Age 18–65, no lookalikes — let Meta find the audience	$227.32	42,717	2	$113.66
Lead Gen \| Boone +30mi + Lookalikes Age 18–65, with 2% LAL website purchasers + 2% LAL Private Coaching engagers + 5% LAL 90-day IG engagers	$150.81	11,939	3	$50.27

Both audiences are tightly bound to the Boone area (the gym's natural service area). The lookalike-layered audience on the Lead Gen campaign converted ~2x better per dollar than the broad Traffic-campaign audience — expected, since the lookalikes are built off people who've already engaged with Center 45's website and Instagram. The trade-off: lookalike pools are smaller in a small market, which is part of why frequency is climbing. Mixing in a fresh-creative refresh next month will help expand the effective audience without abandoning the lookalike signal.

Recommendations for May

Lean into Beginners/Kids with 2–3 fresh variants. Every lead in April came from this angle. Build new variants (different photos, copy hooks, headline angles) that stay in the Beginners/Kids lane — not new angles entirely. Goal: keep what's working, refresh the visual to stay ahead of frequency.
Refresh creative before frequency hits 3.0. April ended at 2.45 frequency. In a Boone-bounded market, that climbs fast. The 7 reserved photos from Chris give us material to swap in for May without needing a new shoot.
Watch the funnel completion rate after the Apr 28 change. The instant-form-to-Wix-booking flow added a step. In May, monitor how many leads complete the booking after submitting the instant form. If completion drops materially, consider simplifying. If it holds, the retargeting opportunity (people who fill the form but don't book) is real upside.
Hold the $500 monthly budget; defer the daily → lifetime budget switch. April under-spent at $378 due to the mid-month pivot, so May should be the first true test of the $500 spend at the new lead-gen structure. The lifetime-budget switch can wait until we have a clean 30-day window of the new setup.
Plan the first lead-quality conversation with Chris. 5 leads is a small base, but quality conversations are worth starting now — especially since downstream attribution isn't visible from this side. Once May leads start coming in, a quick check-in (which leads booked? what group sizes? any obvious patterns?) will sharpen targeting and copy faster than the data alone.

Budget Summary

$378.13

Total Spend (April)

75.6% of the $500 monthly target. Underspent because the Apr 21 campaign pivot interrupted delivery for ~24 hours and the new Lead Gen campaign needed a few days to ramp.

$15.76

Daily Average

Across 24 days of delivery (Apr 7–30). Daily budget set at $16.50 on both campaigns — pacing is consistent.

$500

Monthly Plan

Per the strategy. Considering switching from daily to lifetime budget for cleaner pacing — deferred until May data is in.