Facebook Ads offers a highly targeted and customizable approach to social media marketing that provides more than fifteen (15) types of objectives, six (6) formats, and around thirteen hundred (1300) targeting options. Understanding how to properly utilize these features for your gym ads or fitness/health club business can give you an edge and allow your company to craft a campaign that correctly translates into significant results.
In this article, we shall explore the formats available for Facebook gym Ads and analyze the merits of each type, including a run-through of when they may be used and for what purpose.
There are different objectives that Facebook Ads allows users to select for their campaigns. Facebook Ads objectives simply mean the goals you are trying to achieve with your Gym Ads campaign. Whether you would like to direct viewers to your company website or boost membership and registrations, Facebook Ads offers a comprehensive list with which you can directly specify your objectives and goals for your Gym ads.
Types of Facebook Ads Objectives
Facebook Ads uses the browsing and content preferences of users to display personalized advertisements to each user. This means that each advertisement can be directly targeted to a specific type of user having some particular interests. Deciding on an objective that meets your requirements means that the likelihood that your Gym Ads are shown to users who are already interested in that specific topic increases tenfold.
Facebook Ads objectives can be categorized into three parent groups, each having their purpose and strategy. Each objective represents a different stage of the sales process, and often, working with all three objectives in multiple campaigns is a good formula for success. These categories are:
This categorization also helps companies identify which stage of the sales cycle they want to target with their Ads campaign. Each of these primary objectives also has a list of micro-objectives that again serve to target your audience ideally.
This objective is meant to increase the exposure of your company to Facebook users. It has the following sub-types:
- Brand Awareness
- Local Awareness
These objectives are all aimed at helping users discover your company or brand and increase the outreach of your business to as many users as possible, whether globally or locally.
These objectives are aimed at helping users begin considering your brand, company, or business by providing them with a list of services, products, or options which they can view and choose. This step is aimed at the middle of the sales funnel and is the most crucial step for driving conversions. These include the sub-categories:
- Traffic to your website
- Page Likes
- Post Engagement
- Offer Claims
- Event Responses
- App Installs
- Video Views
- Lead Generation
- Messenger Ads
These objectives are meant to encourage sales, conversions, or subscriptions to your product or service. They target the final step of the sales funnel and users that are most likely to complete their engagement/purchase. They include the following sub-types:
- Product Catalog Sales
- Store Visits
Now that you know the various Facebook Ads objectives, it is time to take a look at the Facebook Ads formats and how each can be used for the best results.
Facebook Ads Formats
Facebook Ads formats are designed to give companies the option to present different kinds of information to their target audience while maintaining a means of information retention on the part of the audience. Facebook users will be exposed to multiple advertisements and different types of content during their usage cycle. Thus, for your Gym ads to be successful, it must grasp the audience’s attention while giving them information in such a format that they can easily recall while also providing ways to drive engagement or take action.
Image Ads Format
This format allows users to create an advertisement based on an image paired with a call-to-action and a short description and title. According to the Official Guide, Facebook recommends keeping the text in pictures lower than 20% for better performance. This type supports several image formats and various common aspect ratios. Combined with a high-resolution image, your company logo, and some catchy text, these types of advertisements can be very successful and engaging by allowing a single, simple action to be executed.
Gym Facebook Ads Tips:
The Official Guide recommends using an aspect ratio of 1:1 or 4:5 for best results with image dimensions at least 1080×1080 px, a title of 25 characters, and a description of 30 characters or a total count of 125 characters if there is no call-to-action or link attached.
Best Gym Facebook ads Example:
(Atl Text: A person holding using an exercise machine with text.)
Why This Gym Ads Work?
This is one of the best examples of Gym ads. The image format shows how to grasp the audience’s attention effectively while sending a clear and concise message. The picture features the product and service that the company is trying to highlight while providing a link to send a message. Its simplicity and direct targeting are what make this kind of Gym ads quite effective. As you can see, the image does not contain any additional text, thus it is perfectly following the guidelines from Facebook while highlighting the benefits and qualities of their product or service.
Video Ads Format
Video advertisements are meant to show off your brand, service, or product with short videos that appeal to the users. These can be used to capture the attention of the audience quickly and promote a single action such as liking a page, buying a product, or delivering more information. They are perfect for showcasing your business story or a model customer journey that clearly outlines the benefits and outcomes that the audience can expect from your business or company. These may include simple short videos showcasing your product, or customer testimonials that convey the message and motto of your business effectively. When paired with a link for a call-to-action, this format can drive more engagement and conversions, as the audience can pause scrolling and view the complete advertisement, leading to more consideration and evaluation time. The video can also be a short slideshow of images display in a sequence.
Gym Facebook Ads Tips:
The Official Guide Recommends using an aspect ratio of 9:16 or 16:9, an optimal length of 15 seconds, and recommends using subtitles and sound for better accessibility.
Best Gym Facebook Ads Example:
(Alt Text Pic 1: A screenshot of two persons using exercise equipment.)
(Alt Text Pic 2: A picture containing the game, man, board, young.)
Why These Gym Ads Work?
The video advertisements displayed in the Gym Ads examples above are a great way to see how the final advertisement should look. The Gym Ads not only follow all guidelines for aspect ratio, video quality, and video length to the point, they also clearly and concisely put their point across by directly offering a package or service in the description text while describing and elaborating on the product in the form of an engaging video. This combination of description and detail works effectively to convince the viewer and make them start considering using your product or service by seeing the benefits and characteristics of the video.
Carousel Ads Format
This format allows users to display two or more images or videos along with a call-to-action link or headline in a scrollable format that lets users combine their sales objectives into a single advertisement. Companies can start by displaying a video or image to boost awareness, show a catalog of products or services, and then move forward with a final suggestion to complete the sales or engagement objective. This format is best for displaying multiple products or packages and combining them with an image or video meant to convince the audience.
It is best used by gyms or fitness/health centers to showcase their packages, products, or membership benefits along with testimonials from existing customers or images and videos of the facilities provided by the company.
This format can be used for various purposes, such as displaying multiple products or service options, highlighting the features of a single product or service, or showing a product from different angles with additional information. It can also be used to tell a story or display a business or customer journey to create a narrative or explain a process or sequence of events.
Gym Facebook ads Tips:
The Official Guide recommends using between 2 and 10 cards in a combination of images and videos, best used in a 1:1 aspect ratio with pictures with 1080 x 1080 pixel dimensions and less than 20% text. It is recommended to use post text consisting of 125 characters, 25 characters for the headline and 30 characters for the description.
Best Gym Facebook ads Example:
(Alt Text Pic 1: An advertisement for health products.)
(Alt Text Pic 2: A screenshot of a cell phone.)
Why This Gym Ads Work?
These types of Gym Ads are effective at providing several convincing options to the viewer and engaging the audience by being interactive. As seen in the examples, the Gym Facebook Ads combine a listing of products with a video description that not only showcases the products or services but also gives viewers a chance to study them in detail through the video. By then offering several options, the psychological aspect of the sales process comes into play and gives your viewers the freedom to deliberately select one of the options that suit them best.
Lead Ads Format
This format is specifically designed to help users create new leads for their company or business. The format uses an integrated approach to forms by allowing users to submit pre-filled forms that are populated with the user information already available on their Facebook profile. This way, the audience can skip the process of manually filling out each entry in a form and only completing certain specifics that may or may not be required. This means that people can easily submit simple forms to your company, which can be pursued as a lead by your business. The added benefit of integrating easily with many existing CRM’s is that the Facebook Lead Ads format is the perfect option for creating high-quality leads in a short amount of time. Apart from forms, Lead Ads can also be used to deliver quotes, demo requests, newsletter subscriptions, event registrations, appointment booking, store visits, and more. Check out the different integrations for Facebook Lead Ads.
A Success Story of one of the best Gym Facebook Ads
LeadsBridge is committed to providing robust solutions to our clients. A great example of using Facebook Lead Ads is reflected in our customer journey with Fisique Boston, a health/fitness club in Boston, that wanted to grow its membership base. Using LeadsBridge CRM paired with Facebook Lead Ads and Facebook Custom Audiences, they were able to generate an ROI of 21x on an investment of $265 in total.
“The results were extraordinary, and now we’re splitting into more campaigns.”
Eugene Mann – Founder of PPL Labs
This Gym Ads example shows how leveraging the right tools and strategies can contribute to unprecedented success when executed with careful deliberation and a strong knowledge base. You can view more statistics and information regarding this campaign here.
Gym Facebook Ads Tips:
The Official Guide recommends using images with a resolution of 1,080 x 1,080 pixels and a 1:1 aspect ratio with around 125 characters for the text, 25 characters for the headline text, and 30 characters for the description. Videos are recommended to be approximately 15 seconds in length, with an aspect ratio of 4:5 with the same recommendations for text.
Supported CRM Integrations:
Best Gym Facebook Ads Example:
(Alt Text Pic 1: A screenshot of a cell phone.)
(Alt Text Pic 2: A screenshot of a social media post with two women.)
Why These Gym Ads Work?
The Facebook Lead Ads shown in the examples above display how you can combine different advertisement formats with your business objectives to achieve maximum success. As far as the examples are concerned, we can see that one uses the Carousel format, while the other uses the Image format, each being equally effective when used properly. The images are clear and deliver the message and association to the audience at first glance without being clouded by extra unnecessary text. The links attached to the Gym Ads redirect to the Lead Ads option of their choice, which helps them bring in more customers and clients. Whether you combine different formats or opt for one, it is always necessary to keep the idea clear, concise, and easily understandable.
A positive example of health and fitness advertisements
Positive fitness advertisements have the right kind of tone and color that can create a positive impact on people. It is the kind of ad that keeps body positivity in the mix. Such ads are also not misleading. A good positive example of a health and fitness advertisement is an ad that promotes body confidence. See it below.
A negative example of health and fitness advertisements
Negative advertisements abound so much in the health and fitness industry. This is especially true when it comes to weight loss. Many fitness companies claim to help users lose weight quickly. Some companies provide misleading and negative fitness advertisements to coarse people into joining their club. A good example of a negative fitness advertisement is from Reebok’s Easytone shoes. The company created a series of ads for the Easytone and RunTone shoes in 2009 and 2010 claiming that Tone shoes can work your hamstrings and calves up to 11% harder and tone your butt up to 28% more than regular sneakers by walking.
Those are misleading information. The shoes actually forced you to use more muscles when you moved. The FTC investigation found that the EasyToen shoes make it uncomfortable to walk. So, Reebok had to refund over $25 million in purchases. Below is one of the ads.
Facebook Ads Audiences
Now that you have become familiar with the objectives and formats of Facebook Ads, you can now discuss a crucial point for the success of your Gym ads campaigns – creating the perfect audience. Facebook offers users the ability to design their audience specifications for the targeting of their advertisements, and businesses can utilize this feature to completely isolate a niche of users that is ideally suited for their aims and objectives. For this purpose, we shall explore two elements, the Facebook Custom Audiences feature and the Facebook Lookalike Audiences feature.
A Quick Look at Facebook Audiences
Facebook breaks down its Ads audiences based on demographics, location, interests, and behaviors. These audiences are analyzed and categorized based on the following, which are also the variables that you can adjust to create a highly targeted audience for an Ads campaign.
- Age And Gender
- Relationship Status
- Education Level
- Job Role
- Top Categories
- Page Likes
- Top Cities
- Top Countries
- Top Languages
- Frequency Of Activities
- Device Users
These options can let you create an audience that targets Facebook users broadly or explicitly, depending on your company’s or business’s objectives. Facebook also provides more advanced features for the creation of audiences based on existing data from your company or business, called Facebook Custom Audiences, which is explained below.
Facebook Custom Audiences
Facebook Custom Audiences is a targeting feature that allows users to specify an audience by customizing various options such as location, demographics, and interests. These audiences can also be determined based on several existing sources such as your companies’ mailing list, your current customers or active subscriptions, or any such data related to clients/users that have associated profiles on Facebook. Thus, companies can target their advertisements to a particular group of people already engaged with the company in one way or another and upsell or deliver awareness about new products or services. Facebook allows users to create up to 500 Custom Audiences per Facebook Ads account.
For a Gym or Fitness/Health-related business, using this feature in conjunction with their existing customer lists means being able to deliver information about new packages or services and promotional content directly to the Facebook Feed of their customers to drive more engagement and awareness.
This feature extends into another similar option called the Facebook Lookalike Audiences, which we shall explore below. To learn more about Facebook Custom Audiences, please refer to this article or view our documentation on how to integrate Facebook Custom Audiences with LeadsBridge.
Facebook Lookalike Audiences
Facebook Lookalike Audiences target users that are similar to your existing Facebook Audiences in terms of interests, demographics, and behaviors that are not engaged with your company or business presently. This type of audience is created by selecting an existing Custom Audience, as explained above. Facebook then extracts data from this selection to determine the characteristics of your current audience. It then uses that information to display advertisements to people who are similar in aspects to an existing audience.
This feature is great for automatically finding users that already match an existing customer base and can deliver more precision if the Lookalike Audience size is kept smaller. In contrast, larger audiences decrease accuracy and may not completely match your specifications.
Facebook recommends using a source audience of between 1000 to 50,000 individuals for best results and using your best customers rather than all your customers as a source.
Lookalike Audiences are limited by geographical location; thus, a specific geographic range must be specified during the creation of a Lookalike Audience. Facebook allows users to create up to 500 Lookalike Audiences from one source audience, and multiple Lookalike Audiences can be used for a single advertisement.
This allows companies to target specific users in a broad range of locations and settings and define multiple variables for better matching and precision. For a more detailed guide on using Facebook Lookalike Audiences, please refer to this guide.
Facebook Conversion API
Facebook Conversion API, formerly known as Facebook Server-Side API is created to help businesses maintain data privacy and deliver personalized advertising experiences to customers and audiences. Sharing data through Conversions API is more accurate than any other method in the mid-funnel and lower funnel. This is especially true because you don’t have to worry about any data getting lost due to a browser crash or an ad blocker.
Conversions API gives businesses control over the data they share. This means that you can implement the Conversions API in addition to Pixel and decide what to share and when to share it. Combining both Pixel and Conversions API gives you full-funnel visibility. This is the reason why Facebook encourages advertisers across the board to implement the Conversions API in addition to Pixel for optimal full-funnel tracking and data sharing that is much more reliable. This way, you can transmit a larger array of data in order to back your advertising efforts. With the implementation of Conversions API, data such as CRM data/lower funnel events can be captured.
With Facebook Conversion API, you can track events like Leads, Affiliate payments, Find locations, Phone calls, Form submissions, Purchases, Email subscriptions, and Subscription changes.
In order to get the most out of Facebook Conversions API, you’re going to want to integrate it with your favorite CRM. Through LeadsBridge, you can automate the process. Connecting Conversions API to your CRM transfers the data to the Facebook platform and the results are being recorded properly.
Leadsbridge’s Integration with Mindbody
If you use the Mindbody app for your health and fitness company, Leadsbridge has integrations you can use. You can connect the Mindbody app to Autoresponders, CRM, and other tools such as Facebook Lead Ads, Facebook Custom Audiences, Mailchimp, ActiveCampaign, and HubSpot. With this integration, you can create new email notification leads with Mindbody, sync Facebook Custom Audiences sales of Mindbody, update your subscribers’ list, etc. Learn more about other Leadsbridge’s integrations with Gym & Fitness management.
For a gym or health and fitness center, creating awareness and spreading the word means creating more potential customers and clients. A short Gym Facebook Ads campaign can result in some significant long-term gains if each feature is utilized correctly with a targeted, inclusive strategy. We are sure that this article, although not exhaustive, has been able to deliver a firm and solid understanding regarding the many features, intricacies, and options that go into crafting a successful Gym Facebook Ads campaign. Readers may also refer to the Facebook for Business Help Center or the Facebook Ads Guide for further information or read up on other articles on the LeadsBridge Resources page for relevant information and guidelines.
Discover other Leadsbridge’s integrations with Gym & Fitness Management.