Total findings
6
Campaign, setup and creative
Critical issues
2
Require immediate action
Spend reviewed
$21,852
of $60,000 pre-sale budget
Leads captured
23
of 800 membership target
Findings — 7 observations
OBS-01
No conversion tracking firing into Meta
Wiredco | Zoo Fit | Mandurah | Leads | May/June | Correct Pixel
Critical
The Mandurah leads campaign has no lead conversion event firing back into Meta. Despite $8,460 in spend, the platform has zero conversion signal to optimise against. The "Correct Pixel" naming in the campaign confirms it was relaunched after a tracking failure. The original campaign (May 19) had $0 spend and 1 impression before being abandoned. Any leads captured in the first run were likely not attributed correctly.
On closer inspection, the current campaign setup is tracking Meta instant form lead submissions but is not tracking website leads. Any prospect who clicks through to zoo.fit and completes the sign-up form on-site is not being counted as a conversion in Meta. This means the campaign is optimising solely from instant form signal, while website-driven sign-ups — which may represent a significant portion of actual pre-sale members — are invisible to the algorithm. This is critical and needs to be resolved before further budget is committed to the website conversion objective.
Recommendation
Audit the pixel and event setup immediately. Confirm the lead event is firing on both the zoo.fit sign-up confirmation page and the Meta instant form submission. Verify in Events Manager before any further spend is committed.
OBS-06
All ads stuck in Learning phase — budget fragmented across 12 ads
Wiredco | Zoo Fit | Leads Instant form + website | May/June
Critical
All 12 ads are in Meta's Learning phase. With only 23 total leads across the entire campaign, the algorithm has nowhere near the 50 conversions per ad set per week required to exit learning. Budget is spread too thin across too many ads and no single ad accumulates enough signal. The Wanneroo Printer ad alone has burned $924 for 2 leads at $462 CPL. Three ads show zero leads despite meaningful spend ($745, $199, and $72 respectively).
Recommendation
Pause the Wanneroo Printer ad ($462 CPL) and all zero-result ads with meaningful spend immediately. Consolidate budget into the 2-3 best-performing variants. The Mandurah carousel and train ads at $60-63 CPL are the only ones approaching a workable range and should receive the consolidated spend.
OBS-05
Website and instant forms combined at $100+ CPL
Wiredco | Zoo Fit | Leads Instant form + website | May/June
High
Conversion location is set to "Website and instant forms" running simultaneously in one campaign. At $100+ CPL, the two conversion experiences cannot be independently evaluated or optimised. The on-site sign-up flow includes SMS verification and a multi-step form. The Meta instant form is a significantly lower friction experience. Running both together means Meta mixes signals across two fundamentally different user journeys.
Recommendation
Split into two separate campaigns: website leads only, and instant form only. Weight budget toward the better performer after a defined test window. The instant form is expected to outperform given the friction in the on-site sign-up flow.
OBS-04
Audience segments not defined
Sales campaign audience setup
High
Both engaged audience and existing customers are set to "Not defined." Meta has no first-party signal to work from. Without an engaged audience seed, the algorithm cannot identify who already knows the brand. Without an existing customers list, current pre-sale sign-ups are not suppressed from prospecting spend, and no lookalike audience can be built from real converters.
Recommendation
Upload the current pre-sale sign-up list from CRM as a custom audience for existing customers. Set the engaged audience to include page and Instagram profile engagers. Use both as the foundation for lookalike targeting and a retargeting layer for people who visited zoo.fit but did not convert.
OBS-02
Single primary text variant only
Zoo Fit Meta ads — all active campaigns
High
Only one primary text variant is running across all ads. Meta's algorithm requires a minimum of three primary text variants and two headline variants to rotate and optimise toward the copy that resonates best with the target audience. A single variant provides no copy learning and no optimisation surface. Unless this specific copy has been proven as the highest performer through prior testing, running a single variant is not recommended.
Recommendation
Provide at least 3 primary text variants and 2 headline variants per ad set. Test different angles: price-led ($8.88), offer-led (8 weeks free), community-led (Wanneroo/Mandurah locals), and urgency-led (founding member price lock, pre-sale only).
OBS-07
Creative audit — the brand is working. The funnel and setup are not.
Full asset library audit · Competitor analysis · Content pillar review
Medium
Competitor intelligence — Zoo Fit vs Revo Fitness
Zoo Fit
Price
$8.88/wk (FIT) · $14.88/wk (FIT+) · $24.80/wk (FIT FAM)
Brand voice
"However you flex, you fit" — inclusive, bold, price-forward
Creative style
Lime/pink/charcoal palette, uppercase typographic-led, lifestyle photography mixed with price graphics
Current hook
8 weeks free + founding member price locked for life
Social proof
437 Instagram followers — brand new, zero community momentum
Revo Fitness
Price
$9.69/wk (L1) · $12.69/wk (L2 with wellness)
Brand voice
"Affordable fitness without the bs" — direct, established, community-led
Creative style
Bold red/black/white, illustrated sticker elements, personality-driven lifestyle content
Current hook
Win Win Club — gamified rewards incl. $50K cash + Toyota Hilux prizes
Social proof
106K Instagram followers · 31 WA locations · Carat as media AOR
The whitespace
The context
Revo has been building in WA since 2012. 14 years of community trust, 30+ locations, 106K followers. The question is not who is winning — it is where the whitespace is.
Price advantage
$0.81/wk cheaper than Revo L1. In a value-gym market, cheapest wins — but only if the creative leads with it every time.
Family segment
FIT FAM ($24.80/wk, 2 adults + 2 teens) is unique in the budget gym segment. Revo does not serve families at all. Wanneroo and Mandurah are both family-heavy demographics.
Offer strength
8 weeks free + lifetime price lock is a stronger pre-launch hook than Revo's current rewards play.
The opportunity
Zoo Fit does not need to out-Revo Revo. It needs to own the segments they don't: families, Gen Z, and WA residents who have not found a gym that feels like them.
Copy — what is working before we audit what is not
// The copy is genuinely strong
"Find a better deal in WA, we'll wait." "The audacity." "Heavy lifter. cardio bunny. pb chaser." These lines make someone feel something about Zoo Fit before they know anything about it. The tone of voice is distinctive, the Gen Z positioning is clearly intentional, and the identity permission angle ("however you flex, you fit") is exactly right for the audience. The gap is not the messaging quality — it is the funnel mechanics. One immediate fix costs nothing: every active ad is running "Learn More" as the Meta CTA button. Change it to "Register Now" or "Get 8 Weeks Free" today. It aligns the button with the campaign goal and is the single fastest win available.
Funnel assessment — TOF / MOF / BOF
TOFStrong — build on it
The existing creative stops the scroll, removes the guilt of not being a "serious" gym person, and communicates brand personality without selling. These are strong awareness plays. The brand identity is landing.
What to build:
- More creative angles — give Meta 5+ hypotheses to test simultaneously. One angle gives one signal. Five angles = faster learning.
- Creator-led, phone-shot Reels — Gen Z responds 4x more to UGC than produced creative
- Anti-gym gym angle: "you should be able to go once a week and not feel guilty about it"
- Identity permission: "heavy lifter. cardio bunny. pilates princess. once-a-monther. you all belong here"
- Hype-first teaser content — make someone feel like they've discovered something before everyone else
MOFUnder-serviced
Angles like "recovery is the new flex" and "self care starts here" are right for someone who already knows Zoo Fit — but they are being served to cold audiences. These are retargeting plays running as prospecting plays.
MOF's job: answer "why Zoo Fit specifically" for someone who has already seen the brand. Show the product before asking for the commitment.
Priority creative to produce:
- Facility tour carousel — gym floor → sauna → reformer pilates → recovery lounge → price
- Wellness is the most undersold angle — sauna + reformer + recovery at $14.88/wk is a genuine competitive edge Revo does not match
- FIT FAM carousel — $24.88/wk, 2 adults + 2 teens, a segment Revo does not serve at all
BOFBiggest opportunity
The founding member offer is one of the strongest pre-launch hooks in market — 8 weeks free, price locked for life. The offer is strong. The execution needs sharpening.
What is missing:
- A deadline. Without a closing date there is no reason to act today over next week. "Founding price ends [date]" changes the psychology entirely.
- Social proof. "Over X people have already signed up in Wanneroo" directly addresses the hesitation of committing to an unopened gym.
- Price comparison visual — "$8.88 vs. 2 coffees / Netflix / a single Pilates class" — makes the value rational not abstract
- The "Find a better deal in WA, we'll wait" line is strong competitive copy currently buried in body text. It should be in the visual.
- CTA button must change to "Register Now" or "Get 8 Weeks Free" across all BOF ads immediately.
Zoo Fit content pillars — what each should look and feel like
Price & Value
$8.88
Lead every ad with the number. Large, readable, always location-anchored. "$8.88/week · Wanneroo WA" on every conversion asset — no exceptions.
Community & Belonging
Inclusive
"However you flex, you fit" — group shots, diverse casting, candid gym moments. Not aspirational fitness. Real people, real sessions.
Wellness & Recovery
Differentiator
Sauna, reformer pilates and recovery at $14.88/wk is the strongest competitive edge in the library. This pillar should be much louder — Revo charges more for the same.
Location & Launch
Hyperlocal
Suburb-specific creative that feels local, not national. Pin drop animations, "LOADING SOON" energy, location callouts. Locals respond to local.
Offer & Urgency
Pre-sale
8 weeks free + founding member price lock. Strongest pre-launch offer in the market. Needs a deadline — "closes [date]" is the missing element that drives action.
Static asset review — what to scale, what to fix
Scale
V4-C1 · 8 Weeks Free hook
Lead card for every pre-sale campaign
Scale
V4-C3 · JOIN NOW close card
Best CTA card in library — apply to all variants
Scale
V1-C2 · Price anchor card
$8.88 + location line — anchor for every ad set
Scale
8WF static · Single-image hero
Test as standalone feed unit
Add URL
V6-C3 · Sauna JOIN NOW
Strong CTA card — needs zoo.fit URL added
Reformat
Mandurah gym render
Needs 4:5 crop + price overlay before running
Reformat
Mandurah sauna render
Key differentiator — reformat + add $14.88 overlay
Reformat
Mandurah pilates render
24/7 reformer pilates at this price is unique — push harder
Awareness
Awareness V1 · MAN V5 carousel
Ad 120246329464090661 · C1 shown — 3-card carousel (SQ)
Awareness
Awareness V3 · MAN V2 carousel
Ad 120246329464070661 · C1 shown — 3-card carousel (SQ)
Video assets — playable previews
Scale
Train · V6
AGC · 9.3 sec · Strongest hook — add zoo.fit end card
Add end card
TV Stack · V5
AGC · 10 sec · CRT wall format — needs branded end card
Add end card
Printer · V4
AGC · 10 sec · Highest spend, worst CPL — pause or refresh
Scale
Spin Wheel
UGC-style · JOIN ZOO mechanic · Test as Reel immediately
Add URL
Wanneroo launch video
JOIN NOW end card — add zoo.fit URL to complete CTA
Add URL
Mandurah launch video
JOIN NOW end card — add zoo.fit URL to complete CTA
Scale
Pin Drop · Wanneroo
Brand teaser · "LOADING SOON" end card · Strong pre-launch format
Drake benchmarks — these funnel principles in practice
Bottega Coffee
BottegaTOF
Five distinct Reel angles — sustainability, quality, convenience, design, price reframe ("you don't need a $2000 coffee setup to have great coffee at home"). Each is creator-led, hook-first, 9x16, native to the feed. No product reveal until the audience is already engaged.
The lesson for Zoo Fit: Bottega gave the algorithm five creative hypotheses to test simultaneously. Zoo Fit is currently running one. Multiple angles = more signal = faster learning.
BottegaMOF
Four structured ad sets in 1x1 and 9x16, moving from "here's why this category matters" (TOF) to "here's specifically what Bottega gives you." Product-forward, feature-led, one angle per ad set.
The parallel: Move from brand identity at TOF to showing what's actually inside the gym at MOF. Same principle, different product.
↗ View MOF AssetsBottegaBOF
Strips everything back — clearest possible articulation of the offer, the price, and a hard CTA. No brand building. TOF and MOF have done the work; BOF just closes.
The principle: By the time someone hits BOF, they know the brand. Don't re-explain it. Just remove every reason not to act.
↗ View BOF Asset23W — Fitness Category
23WTOF
Talking-head Reel opening with "this year we're kicking old habits out" — problem-aware hook, no production, direct to camera. Names what the audience is feeling before asking anything of them.
Same principle as Bottega: Lead with the audience's truth, not the brand's product. The format is lo-fi by design — it earns trust by not looking like an ad.
↗ View TOF Reel23WMOF
Four-card carousel walking through each facility with a single benefit headline per card — reformer pilates, strength training, recovery — closing on "ALL THE BEST OPTIONS. ALL IN ONE PLACE." with the offer anchored bottom right.
This is the Zoo Fit MOF template: gym floor → sauna → reformer → recovery → price. Real photography, one message per card, offer only appears after the product has earned it.
↗ View Carousel23WBOF
"No Ego. No Judgement. Just Women Getting Strong." with "5 FOR $50" impossible to miss. Identity line in the headline, offer in a pill format, location explicit.
The Zoo Fit BOF template: belief statement + offer + location. "However you flex, you fit. / 8 weeks free. / Wanneroo, WA." Same structure, same principle.
↗ View BOF StaticPre-sale budget utilisation
$21,852
of $60,000 total Meta budget
Active campaigns — 3 campaigns
Awareness
May 21 – Jun 5, 2026
Active
Spend
$9,055
Impressions
416,894
Avg CPM
$21.72
Avg CPC
$7.94
Clicks
1,141
Avg CTR
0.27%
Mandurah Leads (Correct Pixel)
May 21 – Jun 1, 2026
Paused
Spend
$8,461
Impressions
350,826
Avg CPM
$24.12
Avg CPC
$5.99
Clicks
1,412
Leads tracked
0
No conversion tracking. $8,461 spent with zero measurable lead output in Meta.
Leads — Instant Form + Website
May 29 – Jun 5, 2026
Active
Spend
$4,337
Impressions
237,559
Avg CPM
$18.26
Avg CPC
$2.58
Clicks
1,684
Avg CTR
0.73%
Ad-level performance — Leads campaign (Apr 1 – Jun 5, 2026)
| Ad creative | Location | Leads | CPL | Spend | Impressions | Action |
|---|---|---|---|---|---|---|
| Printer | Wanneroo | 2 | $462.47 | $924.93 | 49,186 | Pause |
| Train V6 | Wanneroo | 0 | N/A | $745.50 | 32,908 | Pause |
| V2 Carousel | Wanneroo | 0 | N/A | $199.57 | 11,255 | Pause |
| TV V5 | Wanneroo | 6 | $136.99 | $821.95 | 34,344 | Monitor |
| V3 Carousel | Wanneroo | 3 | $153.91 | $461.74 | 34,784 | Monitor |
| V1 Carousel | Wanneroo | 7 | $97.01 | $679.10 | 46,208 | Monitor |
| TV V5 | Mandurah | 3 | $100.92 | $302.75 | 15,722 | Monitor |
| Printer | Mandurah | 0 | N/A | $72.28 | 3,945 | Pause |
| V1 Carousel | Mandurah | 1 | $63.08 | $63.08 | 4,499 | Scale |
| Train V6 | Mandurah | 1 | $60.26 | $60.26 | 4,322 | Scale |
Daily spend by campaign
Awareness
Mandurah Leads
Instant Form + Website
// Illustrative projection — not part of Proposal #721
Only the base service fees, the five rate bands and GST are taken from Proposal #721. The 4-month forecast, the $1,500 tier rate fee and the worked "fee on band example" figures below are estimates only, built off an assumed $20,000 total monthly media spend. The variable fee is recalculated each month on actual prior-month spend, so real invoices will differ.
Month 1 total
$8,855
incl. one-off setup & GST
Months 2–4 / mo
$8,470
incl. tier rate fee & GST
Tier rate fee
$1,500
7.5% of $20k prior-month spend
4-month total
$34,265
incl. GST
Month-to-month projection
| Line item | Month 1 | Month 2 | Month 3 | Month 4 | Total |
|---|---|---|---|---|---|
| Onboarding & Hygiene Check & Setup · one-off | $1,850 | — | — | — | $1,850 |
| Meta Ads Campaign Management · base | $2,000 | $2,000 | $2,000 | $2,000 | $8,000 |
| Google Ads Campaign Management · base | $2,000 | $2,000 | $2,000 | $2,000 | $8,000 |
| Content Strategy & Briefing · base (up to 2 locations) | $1,400 | $1,400 | $1,400 | $1,400 | $5,600 |
| Account + Meeting | $500 | $500 | $500 | $500 | $2,000 |
| Admin & Reporting | $300 | $300 | $300 | $300 | $1,200 |
| Tier rate fee · from Month 2 iBallpark figure estimated from $20,000 total monthly media spend (7.5% tier band). Recalculated each month on actual prior-month spend. | — | $1,500 | $1,500 | $1,500 | $4,500 |
| Subtotal | $8,050 | $7,700 | $7,700 | $7,700 | $31,150 |
| GST (10%) | $805 | $770 | $770 | $770 | $3,115 |
| Grand total | $8,855 | $8,470 | $8,470 | $8,470 | $34,265 |
Additional location pricing
| Service | Per additional location/mo | Applies to | Notes |
|---|---|---|---|
| Meta Ads Campaign Management | $850 | Location 3+ | Base covers 2 locations |
| Google Ads Campaign Management | $850 | Location 3+ | Base covers 2 locations |
| Content Strategy & Briefing | $500 | Location 3+ | Base covers 2 locations |
| Account + Meeting and Admin & Reporting are not charged per additional location. | |||
Tier rate — how the variable fee is calculated · illustrative, not in proposal
The base retainer covers ongoing management. A variable fee tied to total monthly media spend is added from Month 2 onwards. The tier rate is calculated on the prior month's total media spend and applied to the following month's invoice. As spend increases, the percentage rate decreases. Media spend is paid directly to Meta and Google and is not included in the management fee.
This projection assumes $20,000 total media spend in the prior month, which falls in the $10,001–$50,000 band at 7.5% → $1,500/month tier rate fee from Month 2.
This projection assumes $20,000 total media spend in the prior month, which falls in the $10,001–$50,000 band at 7.5% → $1,500/month tier rate fee from Month 2.
| Total monthly media spend | Rate | Example fee |
|---|---|---|
| $10,001 – $50,000 · this projection | 7.5% | $1,500 on $20,000 spend |
| $1 – $10,000 | 10% | $1,000 on $10,000 spend |
| $50,001 – $100,000 | 5% | $3,750 on $75,000 spend |
| $100,001 – $500,000 | 4% | $12,000 on $300,000 spend |
| $500,001+ | 3% | $18,000 on $600,000 spend |
Notes
Base fees cover up to 2 locations. Additional locations are charged at $850/location per month for Meta Ads and Google Ads management, and $500/location per month for Content Strategy and Briefing; these are not included in the projection above, which assumes 2 locations. Month 1 includes the one-off onboarding setup ($1,850) and carries no tier rate fee. Tier rate is illustrative only and will be recalculated each month on actual prior-month spend.