Local services & Meta lead ads

Cheaper isn’t better—qualified local leads are

The business depended on foot traffic and trials, but website forms leaked leads and response times were uneven. Meta’s Instant Forms offered speed, yet without guardrails the CRM filled with wrong ZIP codes and “just browsing” contacts. We needed volume and fit: people who could actually visit a location this month.

Campaigns were structured by location and offer (intro session, seasonal promo, corporate wellness). Forms added qualifying questions—nearest neighborhood, goal, preferred time—without creating friction cliffs. Leads synced to the client’s CRM with clear source tags so front desk staff could prioritize callbacks. Creatives mixed real member stories, short trainer clips, and clean static promos; placements favored Feed and Reels where cost per lead stayed efficient.

Weekly reviews focused on lead quality signals—show rate, trial booking rate—not just CPL. Underperforming audiences and tired creatives were cut quickly; winning angles scaled into new locations with localized copy.