Sustain Performance. £120 a session. £14.41 a lead.
How we built a paid social campaign for a high-end West London coaching service; and why the cost per lead only tells half the story.
The client
Who is Sustain Performance?
Sustain Performance is a premium strength and rehab integrated coaching service in West London. Founded by Ollie, who brings over 10 years of coaching experience and two spinal surgeries of his own, the service offers a complete integrated training system built around real life.
His clients are professionals in their 40s and 50s. Financial services, law, tech, property. Time-poor, high-achieving, and frankly a bit done with the fitness industry. They have tried the classes and bought the programmes. They want structure, and they want to understand the why.
“The goal for most of them is not aesthetic. It is staying capable. Skiing in their 60s. Keeping up with their kids. Not ending up, as one client put it, like a classic OAP.”
Ad creative
The ads that delivered a 32% hook rate.
Creative that resonates does not shout. These are the video ads behind the campaign; built to stop the right people, not everyone. Replace the files below with your actual videos when uploading to the site.
Ad Set (1) - Jack
Not just managing pain but resolving the core issue
Ad Set (2) - Chiara
Back training 3x a week from nothing
Campaign results
The numbers at a glance
Over three months we ran a targeted Meta paid social campaign for Sustain Performance. Here is what the campaign delivered; and what each metric means for a premium service.
84
Qualified leads
Over 3 months
£14.41
Cost per lead
vs. £120 per session
£25
CPM
Competitive for premium London audience
3.5%
Link CTR
Earned, not bought cheap
£1.11
Cost per click
Efficient targeting
32%
Hook rate
Right audience, right message
One conversion covers the cost of 8 leads.
At £120 per session, a single converted client makes the campaign economics very compelling. CPL is a starting point. For premium services, the only question that matters is whether the lead is worth having. These were.
Challenge and approach
You cannot reach this audience with generic fitness creative.
Sustain Performance’s ideal client is intelligent, research-aware, and sceptical of marketing. A standard fitness campaign with before-and-afters and urgency hooks would actively repel them. Our job was to find these people and speak their language.
Pain points we addressed
- Bouncing between classes with no structure or progress.
- Fatigue, low energy and poor recovery.
- Back pain, knee pain and fear of injury.
- Confusion about what to actually prioritise.
- Lost confidence from trying and quitting before.
Language that resonated
- "Pain-free." Injury is the most common entry point.
- "Structured" and "knowing what I am doing and why."
- "Built for the long term" and "sustainable."
- "Move freely" and "move well."
- "Strong and confident." Not thin, not ripped.
What we did
Not fitness content. Positioning.
Built and reviewed on a temporary domain
We mapped the psychographics of Sustain's ideal client. Not just demographics but how they think, what they have already tried, and what would make them stop scrolling. Quality over quantity. Longevity-oriented, not aesthetic-driven.
Message-first creative strategy
Calm, direct, evidence-led language. The opposite of high-energy fitness marketing. Problem, mechanism, solution. Short, confident sentences that spoke to real frustrations without patronising their intelligence.
Authentic visual creative
Real photography and video of real clients in action. No stock imagery, no transformation shots. The creative communicated the premium environment and genuine expertise without overstating it.
Precision targeting and weekly optimisation
We targeted high-disposable-income professionals across London and the South West. Weekly performance reviews refined the campaign throughout, ensuring the right people saw the right message.
Results in full
Every metric, in context.
These numbers do not exist in isolation. Each one reflects a deliberate choice; understanding what they mean for a premium service is what separates a strategic campaign from a cheap one.
| Metric | Result | What it means |
|---|---|---|
| Leads generated | 84 | Qualified enquiries over 3 months |
| Cost per lead | £14.41 | Against a £120 per session service. Strong commercial ratio. |
| Hook rate | 32% | 32% of viewers stopped scrolling. Well above average. |
| Link CTR | 3.5% | High-intent clicks from an audience that rarely engages with ads. |
| Cost per click | £1.11 | Efficient. Earned through relevance, not broad targeting. |
| CPM | £25 | Expected and appropriate for a high-value London demographic. |
Running a strength, rehab or performance coaching service? Let us talk.
If you work with clients on strength, rehabilitation or long-term performance and want a steady stream of the right leads, we would love to help.