Leads are easy.
Members are the job.

Two climbing centres, both written up with the numbers. One account returned 2.95x over ten months, with cost per booking down from GBP 28 to GBP 5.13. The other we took over at 0.82x - it was losing money under the previous agency - and it returned 2.99x eight months later on roughly a third less budget. Both case studies are on this site, including the parts that did not work.

Because a lead is not revenue and a gym cannot bank one. If the account is optimized to form fills, Meta will faithfully find you people who fill in forms, and the cheapest of those are reliably people who were never going to drive to you. Optimizing to a booked induction changes who the algorithm goes looking for, and that single change accounts for most of the difference in the numbers above.

Almost always the conversion event, occasionally the radius. If the account rewards form fills it will optimize toward the cheapest form fill, and cheap enquiries correlate with people outside your realistic catchment. The report improves every month while the timetable stays empty, which is exactly why this one goes unnoticed for so long.

Further along the roads people commute on, and less across the ones they do not. A flat radius treats a ten-minute drive and a ten-minute crawl as the same distance. We look at where your current members actually live before drawing anything, because your own member list answers this question better than any targeting option does.

That is where both of our case studies come from. Bouldering has a particular advantage: the induction is short, the barrier to a first visit is low, and the activity films well, so the trial step converts better than it does for a conventional gym. The trade-off is that induction capacity is genuinely finite, so the goal is a full timetable rather than maximum volume.

Costs rise and so does intent, so the month is worth having - but it is the worst possible time to be learning. We want tracking proven and creative tested before the surge, so January is spent scaling something that already works rather than debugging an account in the most expensive auction of the year.

Often more so, because a single site has one catchment to get right rather than several. The honest constraint is spend: below roughly $1,000 a month in ad spend the management fee eats too much of the budget to make sense, and we will say that on the call rather than take the work.

If it is good, yes, and gyms usually have more usable footage than they think. What rarely works is stock gym video - it is recognisably stock, and in a category where someone is deciding whether they would feel comfortable walking in, showing the actual room matters more than production value does.

We do, and on gym accounts it is frequently where the money is lost. If the ad promises a taster session and the click lands on a homepage with the timetable three clicks away, no amount of targeting rescues it. We will tell you on the call when the booking flow is the constraint rather than the ads, even though that is the smaller invoice.

Cost per booked induction, and where your membership system lets us close the loop, cost per joined member and the trial-to-member rate. Impressions and clicks are in the report because you may want them, but they are not what the account is steered by.

Then we will say so. For gyms it usually is, because the decision is prompted rather than searched for - people rarely type bouldering wall into Google until they have already decided to try one. But if your catchment is genuinely tiny, or your offer is search-led, we will tell you on the call, including when the right answer is to spend the money somewhere else.

30 minutes. We look at your account, your catchment and your booking flow, then tell you what we would change and roughly what it would cost. If we are a fit, we scope it. If not, no hard feelings - no follow-up sequence, no pressure.