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.
