When we started working with Callum, a personal fitness coach focused on sustainable weight loss, one thing became immediately clear: his audience — busy professionals — didn’t have time to spend hours in the gym. That insight shaped every step of our campaign.

Rather than trying to convince people to change their lives drastically, we aligned the message with their current lifestyle. That meant no long sessions at the gym, no complicated routines. We suggested that Callum offer a free 5-day weight loss program designed for at-home training sessions that take just 20 to 30 minutes a day — realistic, accessible, and immediately valuable.

This Headline Hooked Facebook Leads Before They Even Touched a Dumbbell

The free 5-day offer for weight loss lead generation wasn’t just a gimmick. It served as both a lead magnet and a trust builder. Users who saw the ad could sign up directly through a lead form on Facebook. During submission, they had the option to immediately schedule a consultation with Callum — streamlining the journey from ad view to potential client.

This approach let us meet people where they already were — on their phones, between meetings, or in the middle of a busy day — and offer something valuable that required no upfront payment and minimal time investment.

Our 3-2-2 Testing Model: Building 12 Ad Variants to Identify Top Performers

We launched the campaign using our go-to 3-2-2 testing framework:

• 3 ad creatives
• 2 ad copy variations
• 2 headline variants

This simple matrix gave us 12 unique ad combinations to run in parallel. With a modest budget, we quickly gathered performance data, identifying underperformers and optimizing toward the best combinations.

The strongest creative used a transformation-style image, paired with a headline like “No Gym? No Problem — Try This Free 5-Day Weight Loss Plan”. It outperformed others by more than 40% in engagement and lead form completions.

Throughout the testing phase, our average cost per lead (CPL) dropped to a highly competitive rate, making this case one of the more cost-efficient campaigns we’ve recently run.

How Automated Follow-Ups Turned Cold Leads Into Booked Calls

One major challenge when generating dozens of leads per week is processing them without delay. That’s where our partners at LeadPulse came in — their automation tools helped Callum follow up with new signups in real time, making it easy to schedule calls and send reminders with no manual effort required.

This partnership meant no lead was left cold and every new contact was nurtured automatically — saving time and increasing show-up rates for appointments.

Crafting the Message: What Makes People Click?

Through iterative testing and direct feedback from Callum’s team, we discovered that the word “free” combined with phrases like “short sessions” and “no gym needed” generated the most clicks.

People didn’t want a life overhaul. They wanted something that works and fits into their life. The free 5-day weight loss program was a clear, low-risk invitation to see results quickly, and once they opted in, the optional call offered a more personalized experience.

The form itself asked only for essential details and gave users the power to decide whether they wanted to book a consultation immediately or just receive the free plan — giving them control over the process.

Real Results From Simple Execution

MVMNT Coaching case is a great example of what happens when you deeply understand your audience and structure a campaign around their actual needs. We didn’t rely on overly polished videos or complex funnels. Instead, we offered a clear solution to a common pain point — lack of time — and delivered it in a format that worked with people’s lives.

In total, the campaign generated a high number of leads at a low cost, with a consistent flow of new consultations added to Callum’s calendar each week. Engagement rates remained high throughout the campaign, showing that the message resonated with the target market.

Why the Campaign Worked So Well

There were several factors that contributed to the campaign’s success:

• The free 5-day offer for weight loss lead generation aligned perfectly with the target audience’s time constraints.
• The lead form with optional consultation offered a seamless and non-pushy user experience.
• Ad creative and messaging were optimized through structured testing, reducing ad fatigue and improving relevance.
• Automation from partners like LeadPulse Ads ensured leads were handled promptly and effectively.

Instead of pushing hard on sales, we used a helpful, no-strings-attached approach to gain trust and initiate relationships — and that made all the difference.

🌐 Lead Generation for Renovation Services

Generating affordable leads for renovation services has traditionally relied on Facebook Ads lead forms or landing pages. But in this case study, HYPE Hyperion adopted a different strategy: initiating conversations through Instagram DMs and Facebook Messenger, completely bypassing the use of lead forms. This unconventional approach not only lowered the cost per lead but also increased the quality of conversations and conversions.

By integrating automated messages and retargeting strategies, we were able to turn interest into action more efficiently. This case highlights how messaging-based campaigns, combined with tailored creatives and smart positioning, can outperform traditional tactics.

📲 Why We Chose DMs Over Lead Forms

One of the key decisions in this campaign was to drive potential clients to DMs instead of lead forms. While forms require users to fill out multiple fields and wait for a response, messaging platforms create instant interaction. This builds trust and makes it easier to answer objections or provide more detail in real time.

The cost-efficiency became clear quickly. With DMs, we had the ability to qualify leads naturally through conversation. For renovation services where timing, location, and scope matter, this made it easier to filter serious inquiries from casual ones.

🎟️ Creative Testing: Video Ads vs Image Ads

We ran two separate ad sets to compare image creatives against video creatives. Each was targeted to the same audience segment to ensure consistency in results. The video ads, showcasing renovation transformations and client testimonials, performed better in terms of engagement rate. However, image ads with clear, aesthetically pleasing visuals of finished interiors attracted more click-throughs.

Both formats had a role to play:

• Video ads helped build emotional appeal and show craftsmanship
• Image ads worked well to initiate action with stronger calls to DM

The combination of both formats created a full-funnel experience that moved users from interest to inquiry.

🫳 Positioning Strategy: Lifestyle vs Investment

In this renovation lead generation campaign, we promoted specific properties. The main messaging challenge was whether to sell the dream of living in a beautifully renovated space or highlight it as an investment opportunity.

We tested both strategies across creatives and ad copy. The lifestyle approach, focusing on how the property could improve daily life, significantly outperformed the investment angle. Ads featuring visuals of cozy kitchens, serene bathrooms, and happy families in newly finished living rooms created an emotional connection that led to more inquiries.

This insight was crucial: people buy the dream first, then justify it as an investment.

🧬 The Power of Retargeting in Facebook Lead Campaigns

Retargeting was a core element of our approach. We created custom audiences of users who had interacted with the first round of ads, watched at least 50% of the video, or messaged but didn’t convert.

To re-engage them, we ran ads with a personal message from the renovation business owner, talking directly to the audience about common renovation fears, project timelines, and quality guarantees. This personalization added credibility and triggered follow-up DMs.

Retargeting allowed us to capture leads that would have otherwise dropped off and lower the final CPL significantly.

🛋️ Using Automated DMs to Collect Phone Numbers

Once a lead entered our DMs, automation took over. We used smart scripts to ask qualifying questions and then request a phone number for a follow-up call. This process filtered the top-quality leads from general inquiries.

Automation didn’t mean impersonal. We crafted the tone to feel natural and conversational, which encouraged higher response rates. The data collected was instantly synced with the sales CRM, enabling rapid follow-up by the sales team.

This approach also ensured data privacy compliance and avoided the spammy reputation sometimes associated with lead forms.

🌟 What We Learned About Lead Generation in Home Renovation Niche

Using Facebook DMs and retargeting for renovation services proved to be a smart move for generating qualified, affordable leads. We discovered that creating a conversation-based journey is more effective than forcing users through forms. Check the results:

Video ads built emotional connections, image ads delivered strong CTAs, and direct messaging opened the door for natural, high-intent conversations. Coupled with smart automation and lifestyle-driven positioning, this campaign provided clear takeaways for similar local service-based businesses:

• Lead quality improves when people feel in control of the conversation
• Personal touches in retargeting foster more conversions
• Automation, when done thoughtfully, can humanize rather than alienate

This Facebook Advertising case study demonstrates how blending messaging, retargeting, and creative testing can transform performance without increasing spend.

If you’re still relying only on forms and cold traffic, it’s time to rethink your approach.