Case Study 4
How a Fitness Consultant Increased ROAS by 411% with an Ads Fix
Client Overview
● Business Type: Online Fitness Consultant (High-ticket coaching for busy
professionals)
● Revenue Model: $2,500 – $5,000 coaching packages
● Ad Platform: Facebook & Instagram
● Previous ROAS: 1.8x (Barely profitable)
Problem Statement
The fitness consultant was spending $5,000 per month on ads but attracting
low-commitment, freebie-seeking leads. Many booked calls but ghosted or claimed they “weren’t ready to invest.” The close rate was only 8% because of poor-quality leads.
Audit Process & Key Findings
A 4-phase Ads Audit was conducted to find the weak points:
✅Broad targeting was the issue → Ads were reaching general fitness enthusiasts instead of high-income professionals who could afford premium coaching.
✅Weak positioning → The ads talked about “losing weight” instead of solving a specific pain point (e.g., ‘Getting fit despite a busy schedule’).
✅No pre-qualification → Unqualified leads were booking calls and wasting time.
Audit Process & Key Findings
A 4-phase Ads Audit was conducted to find the weak points:
✅Broad targeting was the issue → Ads were reaching general fitness enthusiasts instead of high-income professionals who could afford premium coaching.
✅Weak positioning → The ads talked about “losing weight” instead of solving a specific pain point (e.g., ‘Getting fit despite a busy schedule’).
✅No pre-qualification → Unqualified leads were booking calls and wasting time.
Implementation & Fixes
✅New Positioning → Changed messaging to:
❌“Want to get fit?” →✅“Struggling to stay fit with a 60-hour workweek? Here’s how busy professionals lose 10-15lbs in 90 days.”
✅Tighter Targeting → Ran ads targeting executives, entrepreneurs, and professionals with interest in health & fitness (instead of general audiences).
✅Pre-Qualification System → Added a short application form before booking a call, filtering out non-serious leads.
Key Takeaways
Hyper-targeting high-value clients & filtering out bad leads can make ads 5x more profitable!
Results After 45 Days
● ROAS Jumped from 1.8x → 9.2x (411% Increase)
● Cost Per Qualified Lead Dropped by 60%
● Close Rate Increased from 8% → 29%
● Better Clients → Higher-paying, more committed leads started enrolling.
By refining their targeting, messaging, and lead filtering, this fitness consultant transformed a leaky funnel into a high-converting client pipeline—boosting ROAS, slashing lead costs, and enrolling premium clients without spending a dollar more on ads.
Implementation & Fixes
✅New Positioning → Changed messaging to:
❌“Want to get fit?” →✅“Struggling to stay fit with a 60-hour workweek? Here’s how busy professionals lose 10-15lbs in 90 days.”
✅Tighter Targeting → Ran ads targeting executives, entrepreneurs, and professionals with interest in health & fitness (instead of general audiences).
✅Pre-Qualification System → Added a short application form before booking a call, filtering out non-serious leads.
Key Takeaway
Hyper-targeting high-value clients & filtering out bad leads can make ads 5x more profitable!
Results After 30 Days
● ROAS Jumped from 1.8x → 9.2x (411% Increase)
● Cost Per Qualified Lead Dropped by 60%
● Close Rate Increased from 8% → 29%
● Better Clients → Higher-paying, more committed leads started enrolling.