Hello Fit. Filling spaces for two courses within 30 days.
How we promoted two professional fitness qualifications in one campaign; cutting the cost per lead from £26 to £12.10 and reaching people ready to change careers.
The client
Who is Hello Fit?
Hello Fit is a community gym in Lytham, Lancashire; 5 stars on Google across 168 reviews and one of the most well-regarded independent gyms in the area. Beyond the gym floor, they also run professional fitness qualification courses; a Level 2 and 3 Personal Training Diploma and a Level 3 Sports Massage Therapy qualification, both led by David Byrne; 10 plus years as a business owner and 10 plus years teaching at a college in Preston.
These are not online-only courses. Every other Saturday, students come in for hands-on practical sessions in the gym. Theory is completed in their own time through an online portal with full tutor support. Both courses are government-recognised, Ofqual and CIMSPA accredited; the kind of qualifications that allow graduates to get insured and start earning immediately.
The courses
Two qualifications. One decision.
Rather than running separate campaigns for each course, we combined both into one; creating the opportunity for cross-sell and upsell. Someone interested in the PT diploma might not have known the sports massage course existed. Someone considering sports massage might not have considered adding a PT qualification alongside it.
Price increases in September. Only 5 spaces remaining.
The May campaign combined urgency with genuine scarcity. £200 off the full price, a hard deadline, and limited spaces; all real levers that gave people a clear reason to act now rather than later.
Creative strategy
Not what the course is. What it gives you.
Previous campaigns before us had focused on course content and features. We shifted the messaging entirely to end value; what does someone have at the end of these 10 weeks, and what can they do with it?
Previous campaign approach
- Feature-led. 10 weeks. Every other Saturday. Practical sessions.
- Generic fitness qualification messaging.
- No urgency or scarcity built into creative.
- CPL of £26 and £23 on previous campaigns.
Our approach
- End value first. Qualified, insured, earning by summer.
- Combined both courses; upsell and cross-sell opportunity.
- Scarcity and deadline baked into every ad.
- £200 early bird discount framed as a limited window.
Campaign results
Half the cost of every previous campaign.
Over 30 days, the combined Meta campaign delivered 27 qualified leads at £12.10 CPL; significantly below the £26 and £23 CPL of previous campaigns run before us. Hook rate and CTR both reflect creative that stopped the right people and gave them a reason to click.
27
Leads generated
Over 30 days
£12.10
Cost per lead
vs. £26 previously
24%
Hook rate
End value messaging worked
1.8%
Link CTR
Strong intent signal
54%
CPL reduction
vs. best previous campaign
£1,595
Course value
May price. Increases in September.
A single enrolment returns the entire campaign cost many times over.
At £1,595 per course and £12.10 CPL, the economics are clear. One conversion covers over 130 leads worth of campaign spend. The focus was never volume; it was finding the right 27 people.
What we did
One campaign. Two courses. A clear reason to act now.
The strategic decision to combine both qualifications into a single campaign was deliberate; and it paid off. Here is how we approached it.
Combined campaign structure
Rather than splitting budget across two campaigns, we ran both courses together; allowing the algorithm to find the most responsive audience and creating natural cross-sell opportunity within a single ad experience.
End value creative messaging
Every ad led with what someone would have at the end of the course; not what they would study. Qualified by summer. Able to get insured and start earning. A government-recognised certification from a trainer with 10 years of teaching experience.
Urgency and scarcity
Only 5 spaces. £200 off until May 23rd. Price increases in September. These were not marketing embellishments; they were real constraints, and the creative made that clear without being pushy.
Practical vs. online positioning
A core differentiator for both courses is hands-on learning at the gym. We led with this against a backdrop of online-only qualifications that have flooded the market; giving prospects a clear reason to choose Hello Fit over cheaper alternatives.
Results in full
Every metric, in context.
| Metric | Result | What it means |
|---|---|---|
| Leads generated | 27 | Qualified enquiries over 30 days |
| Cost per lead | £12.10 | vs. £26 and £23 on previous campaigns. 54% reduction. |
| Hook rate | 24% | End value messaging stopped the right people scrolling. |
| Link CTR | 1.8% | High intent. People who clicked were genuinely interested. |
| Campaign duration | 30 days | Fast results within a tight promotional window. |
| Early Bird Price | £1,595 | May price. A single enrolment covers 130 plus leads in spend. |
Running a fitness qualification or training course? Let us talk.
If you offer a course or qualification and want leads at a fraction of what you are currently spending, we know exactly how to approach it.