How Social Web Helped Fitness Factory Williamsport Unlock Local Growth with Facebook Targeted Marketing

When Fitness Factory Williamsport came to Social Web, they had a simple but powerful goal:
Generate more local gym memberships during the holiday and New Year’s season, when fitness motivation is at its peak.

The challenge? Competing with other gyms and fitness centers in the area while making sure their ads didn’t just get seen but actually brought in leads who were ready to sign up.

As the best online marketing company focused on local lead generation services, we knew exactly what it would take: the right strategy, creative targeting, and optimized Facebook advertising management.

This case study will take you behind the scenes of how we ran a December 2024 Facebook ad campaign that generated 117 high-quality leads for Fitness Factory at an incredibly low cost per lead of just $4.27.

By the end, you’ll see how paid social media ads, when executed properly, can transform a local business’s growth.

Campaign Objective: More Local Membership Sign-Ups

The holiday season and New Year period is the Super Bowl for gyms. Everyone’s thinking about new fitness goals, losing weight, and starting fresh.

Fitness Factory wanted to maximize this window of opportunity to:

1. Increase gym membership inquiries in Williamsport, PA.
2. Reach local residents who were actively thinking about fitness.
3. Capture leads directly from Facebook ads at a low cost.

Instead of spreading ad dollars across multiple platforms, we focused on Facebook targeted marketing (Meta Ads), the platform where local engagement and lead forms deliver consistent results for fitness businesses.

Campaign Overview

• Client: Fitness Factory Williamsport
• Location: Williamsport, PA
• Platform: Facebook (Meta Ads)
• Objective: Local lead generation
• Budget Strategy: Ad set budget optimization
• Campaign Duration: December 2024

The Power of Facebook Advertising Management

At Social Web, we specialize in Facebook advertising management for small and mid-sized businesses. For Fitness Factory, our approach centered on three key strategies:

1. Hyperlocal Targeting: We focused only on people within the Williamsport area. Targeted by interests such as “fitness,” “weight loss,” “healthy lifestyle,” and “gym memberships.”Ensured ads only reached potential members, not wasted impressions.
2. High-Converting Creative: Designed ad creatives highlighting “New Year, New You” messaging. Additionally, promoted Fitness Factory’s special holiday offers. We used short, attention-grabbing videos and carousel images of the gym facilities.
3. Optimized Lead Forms:
   1. Instead of sending traffic to an external website, we used Facebook lead forms.
   2. With this reduced friction, people could submit their contact info in seconds without leaving the platform.

Campaign Results: By the Numbers

The numbers speak for themselves:

• Leads Generated: 117 local Meta leads
• Reach: 15,359 people in the Williamsport community
• Click-Through Rate (CTR): 9.87% (well above fitness industry average of ~2–3%)
• Cost per Click (CPC): $0.10
• Cost per Lead (CPL): $4.27
• Total Impressions: 51,210
• Ad Frequency: 3.33 times per person

With these results, Fitness Factory not only reached its local audience but also proved that its community was highly receptive to its offers.

Community Response

There was an excellent level of engagement.

• The CTR was 9.87% which indicated almost 1 out of 10 individuals who viewed the ad had to click the ad.
• Hundreds of local residents communicated with and exchanged information, and provided their details.
• The gym was a community topic during the holiday season.

Interestingly, Fitness Factory did not make direct calls to schedule trial appointments or consultations. Nevertheless, the campaign, without aggressive follow-up, still showed that people in their area were interested in their gym.

Revenue Potential: Turning Leads into Members

Here’s where the power of local lead generation services shines.

Let’s break down the financial impact if Fitness Factory had nurtured and converted even a small portion of these leads.

• Membership Price: $40/month
• Customer Lifetime Value (6 months avg.): $240 per member

If just 10% of the 117 leads converted (≈12 members):
Projected Revenue = $2,880

If 20% converted (≈24 members):
Projected Revenue = $5,760

And remember, the campaign only cost them a fraction of that to run.

That’s the beauty of paid social media ads: when done right, even modest conversions can deliver exponential ROI.

Key Takeaways

1. High Local Thing: Close to 10% CTR was evidence that the ads were touching the Williamsport crowd on a very personal level.
2. Very Low Cost per Lead: Fitness Factory obtained high-quality prospects at a very low per lead cost, at only $4.27 per lead. Fitness Factory got the high-quality prospects at one of the lowest costs in the industry.
3. Revenue Potential Untapped: The campaign had 117 leads, yet there was little follow-up done. Having a more powerful nurturing system, the revenue would have increased by two or even three times.
4. Scalable and repeatable: When the sales process is appropriate, this campaign may be replicated month after month to continue increasing memberships continuously.

Why Fitness Businesses Need Professional Facebook Targeted Marketing

Gyms and fitness studios face one common challenge: competition is fierce.

Anyone can boost a post, but getting real leads requires expertise in:

• Audience targeting.
• Ad creative testing.
• Budget optimization.
• Lead nurturing follow-ups.

That’s where working with the best online marketing company makes all the difference. At Social Web, we don’t just run ads; we build profitable lead generation systems tailored to each client’s local market.

The Social Web Difference

Here’s what set this campaign apart:

• Data-Driven Decisions: We tracked every click, lead, and cost to maximize ROI.
• Hyperlocal Strategy: Focused on the Williamsport community, not wasting national impressions.
• Engaging Content: Our creatives spoke directly to the “New Year’s Resolution” mindset.
• Conversion-Optimized Setup: Using Facebook’s native lead forms for frictionless sign-ups.

This is why businesses across industries trust us for local lead generation services.

Looking Ahead: Future Campaigns

With December’s success, Fitness Factory now has a proven playbook. Here’s how future campaigns could scale results:

• Immediate Lead Follow-Up: Call or text leads within 24 hours to boost conversion rates.
• Retargeting Campaigns: Show ads to those who clicked but didn’t sign up.
• Seasonal Offers: Run similar campaigns around summer fitness goals and back-to-school periods.
• Lookalike Audiences: Expand reach to people similar to those who converted.

With a CPL under $5, the growth potential is massive.

Real Impact, Real Growth

This campaign proved one thing: the Williamsport community is ready and eager to engage with local fitness businesses through Facebook ads.

Fitness Factory’s December campaign is a perfect example of how Facebook advertising management, when paired with the right creative strategy, can deliver big results without big budgets.

And for local businesses everywhere, the message is clear:
If you’re not leveraging paid social media ads to capture local leads, you’re leaving money on the table.

Final Thoughts

At Social Web, we pride ourselves on being more than just another digital agency. We position ourselves as the best online marketing company for local businesses that want real, measurable growth.

For Fitness Factory Williamsport, our December campaign was only the beginning. With 117 leads generated at just $4.27 each, the foundation has been laid for sustainable membership growth year-round.

If your business is looking for results like this, it’s time to put local lead generation services to work for you.

Ready to fill your pipeline with high-quality leads?
Let’s talk today: Social Web.