Keystone Fitness: From $20 CPL to $12 CPL in Just 6 Weeks

Problem Statement : Keystone Fitness sells high-ticket transformation programs to a hyper-local audience (within a 2km radius of their studio). For over 3 months, their Meta Ads CPL fluctuated between $15–$30 per lead — without clarity on why performance was unstable or what needed to change.

Solution : We partnered with Keystone Fitness for a full funnel audit and discovered something rare that the brand already had strong fundamentals - Clear positioning, Defined niche and audience, Strong offer, and Excellent sales follow-up.

The real challenge lay elsewhere: Meta algorithm shifts and outdated campaign structures were limiting scale and driving inefficiency.So instead of rebuilding their strategy, we redesigned how advertising was executed.

We implemented 3 pivotal upgrades that transformed performance:

1. Structured testing framework

2. Refined campaign Structure

3. Higher creative volume

#1 Structured testing framework

When we reviewed Keystone’s account, we noticed multiple campaigns were running — but all using the same proven creatives repackaged with minor tweaks (fonts, colours, photos).

There was no true testing, no new angles, and audience fatigue was driving CPL volatility.

Our Approach

We introduced a rigorous two-week testing cycle to bring freshness and uncover new demand drivers.

What We Tested

✔ Fresh Offers Every 2 Weeks

Instead of relying on a single 6-week transformation promotion, we rotated formats such as:

28-Day Winter Transformation

42-Day Weight-Loss Challenge

8-Week Slim Challenge

6-Week Spring Reset

✔ Micro-Audience Testing

We segmented testing for:

Women, men, moms, dads, couples, and hyper-local residents

✔ Angles & Creatives

Each audience received three ad angles, inspired by Meta Ad Library insights and creative intelligence tools (ChatGPT / Genspark) for greater diversity.

Outcome

We accepted slightly higher CPL during the testing phase - because the learnings allowed us to scale later at a much lower cost.

This framework re-introduced novelty, aligned offers to intent, and unlocked clarity on what actually drives conversion for Keystone’s market.

#2 Refined campaign Structure

Before partnering with us, Keystone Fitness had no defined campaign architecture.

New campaigns were launched almost weekly — often based on repurposed past winners with minor tweaks (fonts, colours, photos).

Despite having five years of historical data and proven creatives, the account lacked control, segmentation, and intent clarity — resulting in:

--> learning phase resets

--> internal audience competition

--> unstable CPLs

--> budget inefficiency

So we redesigned the system from reactive execution to strategic deployment.

Our Approach

We introduced a four-layer campaign ecosystem that aligned spend, intent, and optimisation logic:

1️⃣ Scale Campaign — 60% Budget

Only proven winners were allowed here for achieving CPL stability below $15 .

This ensured meta invested majority spend into ads that already demonstrated reliability.

2️⃣ Testing Campaign — 20% Budget

Dedicated Campaign for new audiences, offers, hooks, and angles to learn what’s next —

without disrupting scale performance.

3️⃣ Retargeting Campaign — 10% Budget

Targeted users who engaged, visited, or interacted but didn’t convert, positioning reminders, social proof, urgency hooks, and objection-handling messaging.

4️⃣ Lookalike Campaign — 10% Budget

Built using customer-based lookalike audiences, allowing Keystone to reach people most similar to their converters — not random prospects.

Outcome

This structure reduced algorithm confusion, accelerated optimisation, and gave Meta clear conversion signals — resulting in:

✔ More stable CPL

✔ Predictable scaling

✔ Higher conversion consistency

✔ Cleaner attribution insights

By fixing architecture first, Keystone’s ads became lean, scalable, and dramatically more cost- efficient.

#3 Higher creative volume

Keystone was launching just 6 creatives per week, delivered broadly to their audience.

With Meta’s rapid evolution and increasing creative fatigue, this output was not enough to fuel stable performance.

So we tripled the volume — from 6 to 18 new creatives but for every 2 week (instead of every week) —but with strategic segmentation, not random quantity.

Our Approach

We aligned creative volume with audience diversity :

Testing & Scale Campaign Structure

✔ Ad Set for Men

3 ads for Men

3 ads for Dads

✔ Ad Set for Women

3 ads for Women

3 ads for Moms

✔ Ad Set for Locals

3 ads for Couples

3 ads for Hyper-local residents

This ensured every audience type received messaging tailored to their life context — not just generic gym ads.

Why This Works

Meta is increasingly creative-driven, meaning CPL improves when more hooks exist, more audience contexts are tested, and fresh ads enter rotation before fatigue sets in.

To achieve consistent performance, volume + diversity mattered more than superficial design tweaks.

Outcome

In the Testing Campaign:

Most creatives did not win — and that’s expected.

But every 2 weeks, new winning ads emerged, which were pushed into the Scale Campaign — keeping performance fresh.

In the Scale Campaign:

CPL stabilised around $12, with minimal fluctuation — a stark improvement compared to previous inconsistency.

By mastering creative volume and relevance, Keystone shifted from guesswork to predictable momentum.

Final Results for Keystone Fitness

Our insights, structure revamp, and creative engine delivered measurable improvements within just 6 weeks:

➡️ CPL dropped from $20 to $12 — improving profitability instantly

➡️ Advertising cost per acquisition reduced by 60%

➡️ Leads increased from 100 to 185+ per month — without increasing budget

➡️ Same $2,000 ad spend, but significantly higher conversions and better ROI

Keystone not only saved money —

they now have a performance system that continues to compound results.

BEFORE

AFTER

Want Similar Results?

If your ads are inconsistent or cost too much, we help you build predictable performance systems through:

✔ Better testing

✔ Smarter campaign structure

✔ Stronger creative strategy

📌 Book your free Marketing Audit today — no cost, no obligation.

Let’s unlock lower CPL, higher leads, and scalable growth — just like Keystone.