There was no repeatable system for launching new locations; each franchise relied on a separate pixel and cold campaigns without any existing audience or funnel layers in place.
To unify efforts and improve efficiency, we introduced a dual-pixel strategy—one global pixel to aggregate learnings across all locations, and one geo-specific pixel per studio for local relevance. Campaigns followed a three-layer funnel: TOF video reels introduced the coaches and vibe; MOF testimonials and behind-the-scenes clips built trust; BOF lead forms converted interest into paid trials. Ads were pinned within a 5 km radius and rotated weekly to avoid fatigue. Google Search ads captured “gym near me” intent, while budget pacing across Meta dropped CPL significantly during scale.
This new paid media engine drove over 500 paid-trial members and dropped cost per lead more than 25% below industry average.
C3 now has a plug-and-play funnel for every new location—anchored in a centralized pixel, local relevance, and proof-first creative that consistently turns strangers into signups.
Next projects.
(2015-2025)
