Total findings
7
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 foundation is strong — direct response execution and asset gaps need resolving before scaling
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
Zoo Fit's edge
Price advantage
$0.81/wk cheaper than Revo L1. In a value-gym market, cheapest wins — but only if the creative leads with it.
Family membership
FIT FAM ($24.80/wk, 2 adults + 2 teens) is unique in the budget gym segment. Revo has no equivalent.
Offer strength
8 weeks free + lifetime price lock is a stronger pre-launch hook than Revo's current rewards play.
Creative freshness
New brand, no creative fatigue. The WA audience hasn't seen Zoo Fit before — novelty is an asset right now.
Gap to close
Zero social proof vs Revo's 106K community. UGC and real-member content needs to start 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.
Best assets: V4-C1, V1-C2. Gap: price not visible on video end cards.
Community & Belonging
Inclusive
"However you flex, you fit" — group shots, diverse casting, candid gym moments. Not aspirational fitness. Real people, real sessions.
Best assets: launch video B-roll, V3 lifestyle shots. Gap: no UGC or real-member content.
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.
Best assets: Mandurah sauna + pilates renders, V6. Gap: no video walkthrough of wellness areas.
Location & Launch
Hyperlocal
Suburb-specific creative that feels local, not national. Pin drop animations, "LOADING SOON" energy, location callouts. Locals respond to local.
Best assets: pin drop animations, locator footer cards. Gap: no Wanneroo renders.
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.
Best assets: 8WF statics, V4 carousel, AGC series. Gap: no countdown or deadline creative.
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
Video assets — provide ad IDs to embed previews
Train concept
ZF-8WF-EGC-Train
AGC · 9.3 sec · London Underground billboard. Strongest hook format — needs end card with zoo.fit URL.
TV Stack concept
ZF-8WF-EGC-TVStack
AGC · 10 sec · CRT TV wall format. Awareness hook — add 1-2 sec branded end card.
Wanneroo launch video
ZF0044-WAN-Launch
Best direct response video · JOIN NOW end card. Add zoo.fit URL as lower-third to complete the CTA.
Spin Wheel
ZF0041-SPIN-WHEEL
UGC-style · "JOIN ZOO / MISS OUT GAINS" mechanic. Strong Reels candidate — test immediately.
What better creative looks like — the four gaps to fix
Gap 01
Video end cards say "JOIN NOW" but show no destination
The Wanneroo and Mandurah launch videos both carry a "JOIN NOW" end card with no URL. A viewer who watches to the end has nowhere to go next.
What it should look like
"JOIN NOW · zoo.fit" as a lower-third under the CTA. One line, 30 minutes in post. Turns an awareness video into a direct response asset.
Gap 02
3 of 6 carousel variants close on brand copy, not a CTA
V1, V3 and V5 end on a brand or location card. V4 and V6 already close on "JOIN NOW" — the same treatment needs to be applied across all variants.
What it should look like
Final card: price anchor + "JOIN NOW" in the same ruled-box format as V4-C3. Consistent exit across every carousel sequence.
Gap 03
No urgency or deadline anywhere in the library
The founding member offer is the strongest pre-launch hook in the market right now. But it has no deadline. Without a closing date, there is no reason to act today over next week.
What it should look like
A countdown static: bold days-remaining number, "FOUNDING PRICE ENDS" header, zoo.fit CTA. Simple to produce, high conversion signal.
Gap 04
Mandurah can show the gym. Wanneroo can't.
Mandurah has 13 architectural renders. Wanneroo has none. A pre-launch campaign that can't show what the gym looks like is missing one of the strongest pre-sale creative formats available.
What it should look like
A 5-card facility tour carousel: entry → gym floor → sauna → pilates → wellness, with price overlay and "Coming July" footer on each card.
OBS-03
Lowercase copy — intentional brand direction?
Zoo Fit Meta ads — primary text copy
To clarify
All ad copy is written in lowercase ("zoo fit is mandurah's new 24/7 gym..."). It is unclear whether this is a deliberate brand tone decision (a reasonable approach for a Gen Z-adjacent audience where lowercase reads as casual and authentic) or an oversight. The visual creative uses bold uppercase typography throughout, making the contrast either intentional or inconsistent depending on the brief.
Action required
Confirm whether lowercase is a deliberate brand voice guideline before any new copy is produced. This affects all future ad copy, email, and CRM communications for Zoo Fit.
Pre-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