$33 Per Lead, 30% Close Rate: How a Martial Arts Gym Turned Meta Ads Into a Membership Pipeline

TNT Martial Arts & Fitness is a martial arts and fitness facility in Cayce, SC offering kids and adult Brazilian Jiu-Jitsu and kickboxing programs. While the gym had a loyal existing membership base, they were struggling to consistently attract new members. Their previous efforts to run Meta advertising in-house weren't delivering the volume or quality of leads they needed to grow, and they lacked the professional video content necessary to stand out in a crowded social media landscape. They needed a partner who could take over their paid advertising strategy and produce content that captured the energy and community of their gym.

We started by producing high-quality video content on-site — capturing the intensity of the training, the community atmosphere, and the transformation that members experience at TNT. This gave us authentic, scroll-stopping creative assets that resonated with both parents looking for kids programs and adults interested in BJJ and kickboxing.
With strong creative in hand, we built and launched targeted Meta advertising campaigns designed to generate a consistent flow of leads from the Cayce and greater Columbia area. Campaigns were segmented by program type — kids martial arts and adult classes — ensuring the right message reached the right audience. Every campaign was tracked, tested, and optimized continuously to drive down cost per lead while increasing volume.

In just six months, the results transformed TNT's member acquisition:

- 600+ leads generated through Meta advertising in six months
- 30% close rate on leads — converting roughly 180 new members
- $33 cost per lead — a highly efficient acquisition cost for a membership-based business
- 1.1 million impressions generated, dramatically increasing brand awareness across the local market
- Professional video content that showcased the gym's energy and community, fueling ad performance and organic social engagement

TNT Martial Arts & Fitness went from struggling to fill classes to having a reliable system that puts new members on the mat every month.