$10.49
Cost per lead
Average cost per lead across Meta lead forms and website enquiries in the first five weeks of presale.
939
Leads in 5 weeks
Enquiries generated from launch on 7 September, flowing straight to the club team for follow-up.
451
New page likes
New Facebook page likes, building a warm local audience before the doors open.
Overview
Anytime Fitness Pimpama is a brand-new club opening in Pimpama City, in one of the northern Gold Coast’s growth corridors. Our brief was to build a strong pipeline of founding members from the very first day of presale. In the first five weeks after launch, the campaign generated 939 enquiries at an average cost of just $10.49 per lead.
Services
Planning & strategy
A presale plan built from what’s working across our Anytime Fitness network.
Paid digital
Two Meta lead generation campaigns plus page growth, monitored daily.
Content creation
End-to-end: scripts, the on-site shoot, drone footage and the final ads.
Lead automation
SMS, Messenger and email journeys that follow up every lead within 24 hours.
Sales training
Hands-on training with the club team to turn enquiries into memberships.
Ad reporting
Weekly reporting and lead tracking, including catching an early tracking issue.
Challenges
- A Brand-New Club
- Competitive Corridor
- Trust Before Opening
- Volume From Day One
Pimpama is a fast-growing suburb with plenty of fitness options competing for attention. As a brand-new club with no members, no reviews and no finished building to walk through, we needed to give locals a genuine reason to commit before the doors opened.
Presales are won or lost on early momentum. The campaign needed to deliver real lead volume from the first week, not slowly build over months, so the club team had conversations to work from straight away.
Early in the campaign, a tracking issue meant around 150 website enquiries weren’t recorded in Ads Manager. We picked it up, fixed it, and have included those leads in the totals here so the numbers reflect what the club actually received.
Strategy
We launched on 7 September with two lead generation campaigns running side by side: one using tight radius targeting around Pimpama City, and one with broader reach so Meta could find the locals most likely to join. Both ran on a $150 daily budget.
The creative led with local pride, not price. The Pimpama team in front of the Pimpama City sign, a story opener that ends mid-thought, and the founding member offer saved for the proof line. Every ad had to pass one test from our Low Cost Competitor Plan: could a budget gym down the road run this exact ad?
Alongside the lead campaigns, a small $20-a-day page growth campaign built the club’s local audience. Together, the campaigns added 451 new Facebook page likes, giving the club a warm community to talk to between now and opening day.
We handled the content end to end. Our team wrote the scripts, ran the on-site shoot and flew the drone over Pimpama City, then edited everything into the final ads. Every concept was picked from what’s already working across our network, built around the creative building blocks we know make high-performing ads.
Leads don’t join on their own, so we built the journey that follows every enquiry. Each new lead gets a thank-you SMS straight away. Within 24 hours a second SMS invites them into Messenger, where they can see the team, the build and the presale up close. Urgency messages then remind them that founding rates won’t last. We wrote the SMS sequences, built the email in HTML and pieced it all together with content that lives with Digi.
The last piece was the club itself. We worked directly with the Pimpama team on sales training, so every enquiry was met with a confident, consistent conversation.
The result: 939 enquiries in five weeks, around 24 a day, flowing straight to a team that was ready for them.
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