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Marketing playbook · Updated May 2026
Meta Ads · Free Trial Funnel

Facebook & Instagram Ads — Full Playbook

A complete £300–£600/month plan to drive free-trial bookings from three audiences: adults (25–45), parents of 5–10s, and parents of 11–16s. Built from current 2026 Meta best practices.

The strategy in 60 seconds

  • • One campaign, three ad sets — one per audience (Adults / Kids parents / Teens parents).
  • • Objective: Leads (Instant Form) — cheapest CPL, no website needed. We'll also test a Sales/conversion split later.
  • • Budget: £15/day total to start (£450/mo). Once one ad set hits CPL < £8, scale that one.
  • • Targeting: 10-mile radius around RG22 6HY — let Meta's AI find the rest. Don't over-stack interests.
  • • Creative: 3 short vertical videos per ad set (9:16, 15–30s). Real footage beats studio shots every time.
  • • Offer: Free first class. Period. No "discounted week" gimmicks.

1. Campaign structure

You want one Leads campaign with three ad sets (one per audience). Each ad set runs 3 ad creatives. That's it.

📁 Campaign:
Free Trial — Leads — Basingstoke
📁 Ad Sets (1 per audience):
├── 🥊 Adults 25–45 — Fitness & Boxing
├── 👦 Parents — Kids 5–10
└── 🧒 Parents — Teens 11–16
📁 Ads (3 per ad set):
├── 🎥 Video hook A (energy/transformation)
├── 🎥 Video hook B (testimonial/social proof)
└── 🖼️ Static image (timetable + price + offer)
Don't use Advantage+ Audience for local gyms. It widens past your catchment and you'll burn budget on Reading and Southampton. Use original audience controls with a 10-mile radius.
Why Leads (Instant Form) over Sales/Website? CPL is typically 30–50% cheaper because users never leave Facebook. The trade-off: leads are colder, so the call-back system (your Lead Chase page) becomes critical. We've already got that built.

2. Budget breakdown

£450/month (£15/day) total — split 40% to adult boxing and 60% to junior boxing. Junior gets more because there are two ad sets (kids + teens) and parents convert faster.

🥊
Adult Boxing
£6/day
£180/mo · 1 ad set
👦
Junior Boxing
£9/day
£270/mo · 2 ad sets (kids + teens)
Ad setDailyMonthlyTarget CPLExpected leads
🥊 Adult Boxing Strategy
Adults 25–45 — Boxing / Boxfit£6£180£6–£1018–30/mo
👦 Junior Boxing Strategy
Parents — Kids 5–10£5£150£5–£917–30/mo
Parents — Teens 11–16£4£120£7–£1111–17/mo
TOTAL£15£450£6–£10 avg46–77/mo
Conservative
46
leads/month
Expected
~60
leads/month
If creative wins
77+
leads/month
📈 ROI maths (conservative)
60 leads → 40 trials booked (66%) → 16 paying members (40% conversion)
16 members × £45/mo avg = £720/mo recurring revenue from £450 spend
By month 3, that's £2,160/mo recurring from your original £450 launch budget. Members typically stay 8+ months, so true LTV per acquired member is £360+.
💡 Scaling rule
Once any ad set runs 7 days under £10 CPL with 5+ leads, increase its daily budget by 20% (NOT more — bigger jumps reset the learning phase). Repeat weekly.

3. Targeting & audiences

Two distinct strategies, three ad sets total. Adult boxing and junior boxing have completely different buyers, messages, and creative — keep them fully separated in Ads Manager.

🥊

Adult Boxing Strategy

Single ad set targeting adults who buy for themselves. Message focus: fitness results, stress relief, real training, no ego.

Adults 25–45 — Boxing / Boxfit
Location
10-mile radius around RG22 6HY (covers Basingstoke, Hook, Tadley, Overton, Bramley, Kingsclere)
Age
25–45
Gender
All
Est. reach
55,000 – 75,000 people
Detailed targeting (interests)
Boxing (sport)Mixed martial arts (sport)Physical fitnessGymStrength training
Exclude
Currently a member (custom audience from your email list)
💡 Keep detailed targeting minimal — 2–3 interests max. Meta's AI handles the rest. Adding too many narrows the audience and hurts delivery.
👦

Junior Boxing Strategy

Two ad sets targeting parents who buy for their child. Message focus: confidence, discipline, structured environment, qualified DBS-checked coaches. Split by child age because parents of 5–10s and 11–16s respond to very different angles.

Parents — Kids 5–10
Location
8-mile radius around RG22 6HY (parents drive shorter distances for kids' activities)
Age
28–45
Gender
All
Est. reach
18,000 – 25,000 people
Detailed targeting (interests)
ParentingKids' fitnessAfter-school activitiesFamily-friendly events
Behaviours
Parents (all)Parents (05–08 years)Parents (09–12 years)
Exclude
Engaged shoppers in unrelated categories — leave default
💡 Behaviours work harder than interests for parents. Stack 'Parents with children of age X' behaviours.
Parents — Teens 11–16
Location
8-mile radius around RG22 6HY
Age
35–55
Gender
All
Est. reach
15,000 – 22,000 people
Detailed targeting (interests)
ParentingTeen mental health / wellbeingAfter-school activitiesSports for teens
Behaviours
Parents (13–18 years)Parents (all)
Exclude
Same as above
💡 Hit hard on confidence / focus / 'screen time off' angles — that's what parents of teens are actually buying.
⚠️ Critical setting — turn this OFF
In every ad set, you'll see Advantage+ audience. Untick it — it overrides your radius and shows ads in Reading, Southampton, even London. For a local gym this kills ROI.
Once you have 30+ paying members
Upload your member list as a Custom Audience, then create a 1% Lookalike — United Kingdom and add it as a 4th ad set (£3/day to start). Lookalikes built from buyers typically outperform interest-based targeting by 30–40%.

4. What to put in your video ads

You need 3 videos minimum to launch (one per audience), ideally 4–6 to A/B test. Here's the exact shot list and script for each — film them on your phone, edit in CapCut.

Universal rules (apply to every video)
  • 📱 Format: Vertical 9:16 (1080×1920). Same video works in Reels, Stories AND Feed.
  • ⏱ Length: 15–30 seconds. Drop-off after 30s is brutal.
  • 🎬 First 3 seconds: Make or break. Use a person's face + a question or bold claim. NEVER start with your logo.
  • 🔊 Captions: ALWAYS hardcoded (burned into the video). 85% of Meta video plays are silent.
  • 📐 Safe zones: Keep important visuals in the middle 80% of frame — top/bottom get covered by UI in Stories/Reels.
  • 🎵 Music: Use Meta's licensed library or no music. Don't use copyrighted tracks — they'll get pulled.
  • 📊 Variations: Film 3 versions of every video with different first 3 seconds. Test which hook wins.
Adults 25–45

Video #1 — The 'Boring Gym' Hook

20–25 seconds
Opening hook (the most important part)
"You don't need another gym membership. You need this." (cut to bag work)
Shot list & timings
  • ▸0:00–0:03 — Tight shot of you saying the hook DIRECTLY to camera (vertical, 9:16). No music.
  • ▸0:03–0:06 — Cut to fast montage: bag work, pad work, skipping, a laugh between rounds
  • ▸0:06–0:12 — One real member (use someone who's lost weight or got fit) saying ONE line: 'I thought I'd hate it. I haven't missed a week in 6 months.'
  • ▸0:12–0:18 — Quick cuts: coach giving instruction, group fist bumping, sweat on forehead, water bottle
  • ▸0:18–0:22 — You back on camera: 'First class is free. Tap below.'
  • ▸0:22–0:25 — End card: logo + 'Free Trial · RG22 6HY · 5.0 ★'
Captions: Hardcoded captions (huge text, white with black border). 85% of people watch with sound off.
Adults 25–45

Video #2 — Day-in-the-life

30 seconds
Opening hook (the most important part)
"A week of my workouts as a 38-year-old who hates running."
Shot list & timings
  • ▸0:00–0:03 — On-screen text + your voiceover: the hook above, over a shot of you wrapping hands
  • ▸0:03–0:08 — Monday: Boxfit class (high energy, lots of bodies on bags)
  • ▸0:08–0:13 — Wednesday: Adults boxing (technical pad work)
  • ▸0:13–0:18 — Friday: Sparring (controlled, with mouth-guard close-up)
  • ▸0:18–0:25 — Members hugging / laughing after class — show the community
  • ▸0:25–0:30 — End card + CTA
Captions: Same — hardcoded, big, easy to read on phone
Parents — Kids 5–10

Video #3 — Confidence & Energy

20 seconds
Opening hook (the most important part)
"My 7-year-old wouldn't speak to her teacher. 6 weeks of boxing changed that." (real parent, talking head)
Shot list & timings
  • ▸0:00–0:04 — Real parent piece-to-camera with the hook (you'll need to ask one of your kids-class parents — offer a free month for the testimonial)
  • ▸0:04–0:10 — Kids in class: laughing, doing pad work, all wearing gloves, coach demonstrating technique safely
  • ▸0:10–0:14 — Coach close-up explaining: 'We focus on respect, fitness and confidence — never aggression.'
  • ▸0:14–0:18 — Parents waiting in the viewing area looking proud / chatting
  • ▸0:18–0:20 — End card: 'Free Trial · Kids Boxing 5–10 · Grafton Way'
Captions: Must include 'DBS-checked coaches' and 'no contact, no sparring' text overlays at some point
Parents — Teens 11–16

Video #4 — Screen-time alternative

25 seconds
Opening hook (the most important part)
"Get your teen off the screens. (No, not by nagging.)"
Shot list & timings
  • ▸0:00–0:04 — Hook on screen + voiceover, over a B-roll shot of a teen on a phone
  • ▸0:04–0:09 — Cut to teens at your club: pad work, laughing, fist bump, footwork
  • ▸0:09–0:14 — A teen member (with parent permission) saying one line: 'It's the only thing I look forward to after school.'
  • ▸0:14–0:20 — Coach: 'We give them confidence, structure, and a proper outlet. Sparring is optional and controlled.'
  • ▸0:20–0:25 — End card + CTA
Captions: Include 'Qualified, DBS-checked coaches' overlay
🎥 Filming kit — you already have everything you need
• Modern phone (iPhone 12+ or equivalent Android) shoots better than most "pro" cameras for vertical video
• A £15 phone tripod (Amazon)
• Natural light from the gym roller door or one warm LED panel
• Free editing: CapCut (mobile) — has captions auto-generated, jump cuts, music library

5. Ad copy templates (just paste these)

Adults — Boxing / Boxfit
Primary text
Tried the gym. Got bored. Boxing is the workout you'll actually look forward to. 60 minutes of pads, bags and conditioning — no mirrors, no ego, no posing. Your first class is on us. No card, no contract. Just turn up. 📍 Grafton Way, RG22 6HY ⭐ 5.0 from 47 reviews 👇 Tap to claim your free trial
Headline
Free Trial Boxing Class — Basingstoke
Call to action
Sign Up
Parents — Kids 5–10
Primary text
Confidence. Discipline. A bit of energy burned off before bed. Our junior boxing classes are run by qualified, DBS-checked coaches in a structured, no-contact environment. Kids learn footwork, fitness and respect — and have a brilliant time doing it. First session is completely free. No catch. 📍 Grafton Way, Basingstoke 👇 Book their free trial below
Headline
Free Kids Boxing Trial — Ages 5–10
Call to action
Book Now
Parents — Teens 11–16
Primary text
Teen glued to a screen? Looking for something to do? Our teen boxing classes give them confidence, structure and a proper outlet for energy — in a friendly, ego-free club. Small groups, qualified coaches, controlled sparring (optional). First class free. No commitment. 📍 RG22 6HY · ⭐ 5.0 rated 👇 Tap to grab their free trial
Headline
Free Teen Boxing Trial — Ages 11–16
Call to action
Sign Up
Test rule: never run only one variation. Duplicate each ad and swap the first line — that's 90% of what makes an ad win or lose.

6. Lead form setup (the 5 questions to ask)

Keep it short. Every extra question drops conversion ~10%.

  1. 1. First name (auto-filled)
  2. 2. Email (auto-filled)
  3. 3. Phone number (auto-filled — this is the most important one, you need to be able to call)
  4. 4. Which class are you most interested in? (Multiple choice — Adults Boxing, Boxfit, Muay Thai, Kids 5–10, Teens 11–16)
  5. 5. When works best for a free trial? (Multiple choice — This week, Next week, Just exploring)
Use "Higher Intent" form type. Adds one review screen before submit. CPL goes up ~20% but lead quality more than doubles. Worth it for a phone-based sales process.
Connect Meta → your CRM via Zapier. You already have ZAPIER_LEAD_WEBHOOK_URL wired up. Point Meta Lead Ads → Zapier → your TrialLead entity. New leads then appear instantly in Lead Chase.

7. Launch checklist

Progress
0 / 13 · 0%

8. The first 14 days — what to do daily

Days 1–3 (learning phase)

Don't touch anything. Meta is figuring out who responds. Pausing or editing during this window resets the algorithm. Just stare at it.

Days 4–7

Check daily: which ad set has the lowest CPL? Which creative within that ad set has the highest CTR? Note them.

Day 7 — first cull

Pause any ad with < 1% CTR or CPL > £15. Duplicate winners with a fresh hook.

Days 8–14

Shift budget: take £5/day from the worst ad set, add it to the winner. Repeat once a week.

Day 14 onwards

If you've got 5+ leads from one ad set, you can build a 1% Lookalike from your existing members list and launch a new ad set targeting them.

9. What good looks like (2026 benchmarks)

Cost per lead (CPL)
✓ £5 – £12
✗ > £18
Local gym free-trial leads via Instant Form
Click-through rate (CTR)
✓ 1.5% – 3.5%
✗ < 1%
If below 1%, your creative is the problem
Cost per 1,000 impressions (CPM)
✓ £4 – £10
✗ > £15
Higher in Q4 (Black Friday + Christmas)
Lead → trial booked rate
✓ 50–70%
✗ < 30%
Drops fast if you don't call within 5 mins
Trial → paying member
✓ 35–55%
✗ < 20%
This is your sales/floor process, not the ad
Cost per acquired member
✓ £25 – £60
✗ > £100
A £45/mo member = positive ROI in month 2

10. Mistakes that will burn your budget

  • ❌ Running one ad set for everyone.
    Adults and parents respond to completely different copy + creative. Always split.
  • ❌ Letting Advantage+ Audience override your radius.
    It'll show your ad in Southampton. Turn it OFF for ad set-level targeting.
  • ❌ Using stock footage of generic gyms.
    Algorithm AND humans can spot it. Always use real footage of your gym, your coaches, your members.
  • ❌ Boosting a Facebook post instead of using Ads Manager.
    Boosted posts cost 2–3× more per lead. Always go through Ads Manager.
  • ❌ Not calling the lead within 5 minutes.
    Lead-to-trial conversion halves after the first hour. The auto-call notification is the most valuable tool you have.
  • ❌ Killing an ad after 2 days.
    Meta needs ~50 conversions in 7 days to optimise properly. Be patient.
  • ❌ Putting too much text on the image.
    Less is more. Logo + 5 words + a face. That's it.

Got Video 1 ready to go live?

Use the launch checklist — exact Zapier mapping from Meta → Lead Chase, 15 minutes end-to-end.

Or still filming?

Jump back to the creative briefs — every video has a shot list, script, and hook ready to go.

Call