Center 45 — Monthly Performance Report

Executive Summary

• Launch month for Center 45's paid ads program.
• $378.13 spent of the $500 plan; 5 leads recorded (3 qualified, 1 junk).
• Mid-month pivot from Traffic to Lead Gen + instant forms cut CPL from $113.66 to $50.27.
• Beginners/Kids creative drove all 5 leads — clear signal for May.
• Frequency at 2.45 — fresh creative needed before it hits 3.0.

Reporting scope: numbers end at “lead generated.” Bookings, attendance, and in-store purchases happen on the gym's side and aren't visible from the ad account.

Leads Generated

2 LP form, 3 instant form. Internal review: 3 qualified, 1 junk.

$75.63

Cost / Lead (Blended)

Traffic: $113.66. Lead Gen: $50.27 (-56%).

$378.13

Total Spend

75.6% of $500 plan. Mid-month pivot interrupted delivery.

54,656

Impressions

22,304 unique users reached.

888

Link Clicks

1.62% link CTR. 759 LP views.

2.45

Frequency

Climbing toward 3.0 threshold. Fresh creative needed.

Strategic Context

Mid-month pivot.

• Apr 7: Traffic campaign launched to validate creative via LP views.
• Apr 21: Paused Traffic; launched Lead Gen with instant forms + 2%/5% lookalikes (website purchasers, Private Coaching engagers, 90-day IG engagers).
• Apr 28: Simplified instant form to general contact info only; routes leads to Wix booking page (matches how coaches handle bookings).

Funnel hypothesis. Capture contact info first via the low-friction instant form (Meta auto-fills name/email/phone), then route to the Wix booking page.

• Trade-off: the extra step costs some bookings vs sending traffic straight to the LP.
• Upside: we end up with a contact list we can call/email/follow-up on personally — LP-only traffic gives anonymous retargeting only.
• Plan: run May, watch booking-completion rate, pivot to direct-to-LP if friction is too high.

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. LP views drop after Apr 21 because Lead Gen uses instant forms instead of LP redirects. Apr 27–30: 2 leads at $32.61 — first signal the instant-form structure is working.

Changes Made This Month

Apr 7 — Launched Traffic campaign. 5 ad creatives in rotation, optimized for LP views.
Apr 21 — Pivoted to Lead Gen with lookalikes. Paused Traffic, launched instant-form campaign with 2%/5% LALs. CPL dropped $113.66 → $50.27.
Apr 28 — Simplified the funnel. Instant form now collects general contact info only, then routes to Wix booking. Phone-verified.

What We Expected vs What We Saw

Target / Action	Expected	Actual	Assessment
Cost per lead	Target < $25 (small market runs higher)	$75.63 blended. Apr 27–30: $32.61.	Month 1 / Learning
Leads per month	Target 20+; lower in launch month	5 leads. Run-rate improving in final week.	Below
Pivot to Lead Gen + lookalikes	Lower CPL via instant forms + tighter audience	$113.66 → $50.27 CPL (-56%).	Met
Frequency management	Stay under 3.0 in a small market	2.45 by month-end. 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, not parallel. Lower link clicks on Lead Gen because instant forms keep users inside Meta.

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	—

Beginners/Kids drove every lead this month — both phases, both campaigns. Lead Gen variant: $34/lead. Other angles got delivery but zero leads. May plan: 2–3 fresh variants in the Beginners/Kids lane.

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

Lookalike-layered audience converted ~2x better per dollar than the broad Traffic audience. Trade-off: smaller pools in a small market = climbing frequency. Fresh creative next month will help.

Recommendations for May

Lean into Beginners/Kids with 2–3 fresh variants. Stay in the lane that's working; refresh the visual.
Add a “Meet Your Coaches” ad. Instant-form leads never see the LP, so they never meet the coaches before booking — faces and names introduce the team inside the ad slot itself.
Refresh creative before frequency hits 3.0. Currently 2.45. The 7 reserved photos from Chris give us material without a new shoot.
Watch booking-completion rate. If too low after the Apr 28 funnel change, pivot to direct-to-LP.
Hold $500 budget; defer daily→lifetime switch. May is the first clean test of the new structure.
Lead-quality check-in with Chris. 5 leads is small but worth a conversation since downstream attribution isn't visible from this side.

Budget Summary

$378.13

Total Spend (April)

75.6% of $500 plan. Apr 21 pivot interrupted delivery briefly.

$15.76

Daily Average

24 days of delivery. $16.50 daily budget on both campaigns.

$500

Monthly Plan

Daily→lifetime budget switch deferred until May data is in.