Are your Meta ads bringing in plenty of leads, but most are unreachable or live too far from your gym to sign up? It’s frustrating, isn’t it? The cost per lead looks fantastic, but when those leads don’t convert, you can’t help but wonder: Is running Meta ads even worth it?
The short answer? Yes, it is. But to make it work, we need to address two major issues: contactability and location relevance. This challenge is all too common in the fitness industry, leaving many gym owners searching for answers. Let’s break it down and explore solutions that can make your campaigns more effective.
The Contactability Problem: Why Are Leads Unreachable?
Meta’s algorithms have evolved significantly, aiming to maximize campaign performance for your chosen objective. For lead generation campaigns, the platform prioritizes quantity, pushing ads to users most likely to submit their information. However, there’s a catch: many people quickly tap through pre-filled lead forms without paying much attention, resulting in incorrect or incomplete contact details.
So, how do you tackle this? Here are two powerful solutions:
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Use High-Intent Lead Forms
Unlike standard lead forms, high-intent forms include a review page that prompts participants to double-check their information before submitting. This extra step minimizes errors and ensures you’re getting accurate contact details. -
Add Custom Questions
Custom questions demand more attention from participants, reducing the likelihood of them breezing through the form. For example, you could ask about their fitness goals or availability for a tour. These personalized touches help filter out less serious leads.
By implementing these changes, you’ll not only improve contact rates but also ensure the leads you generate are genuinely interested in your gym.
The Location Problem: Why Are Leads Too Far Away?
In May of last year, Meta changed its location targeting policies, and the impact on the fitness industry has been significant. Previously, advertisers could target “people living in this location” or “people recently in this location.” Now, the default and only option is “people living in or recently in this location.”
This means that someone who visited your area recently—perhaps for a day trip or to visit friends—might see your ad and submit their details. Unfortunately, they’re not part of your ideal audience because they don’t live close enough to your gym.
While we can’t change Meta’s policies, there are strategies to work around this:
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Add a Location-Based Question
Include a custom question in your lead form asking if participants live near your gym. For example: “Do you live within 5 miles of [Gym Name]?” This not only filters out distant leads but also sets clear expectations about your gym’s location. -
Refine Your Strategy
Every gym’s audience is unique. Spend time analyzing your area’s behavior patterns, interests, and lead generation trends. This data-driven approach will help you craft a more targeted and effective campaign.
Why Meta Ads Are Still Worth It
When tailored correctly, Meta ads can be a game-changer for your gym. The key lies in adapting your strategy to overcome these challenges. By optimizing your lead forms and understanding your local audience, you’ll generate high-quality leads that are both reachable and relevant.
If you’re ready to turn these insights into action, Adxlerate is here to help. Book a free consultation with us today, and let’s create a custom strategy that works for your gym.
Stop wasting time on leads that don’t convert. With the right approach, Meta ads can help you grow your fitness business like never before.
