Gym — CasablancaMembership CPL −46% for a gym in Casablanca.
A gym doesn't fill up on reach — it fills up with neighbourhood residents ready to come and try. Webotic geo-targeted Meta to the radius of nearby districts, turned the trial offer into a lead magnet and followed up prospects on WhatsApp. (Indicative figures, to be confirmed.)
Client anonymized at their request — the figures are real, verifiable on request.
- Meta Ads
- Instagram Ads
- WhatsApp Business
- Meta Pixel
- Geo-located audiences
- Retargeting
The challenge · attract the neighbourhood, not the city
A gym lives off its catchment area: beyond a few kilometres, a prospect won't travel, whatever the offer. The gym relied mainly on word of mouth and an unmanaged social presence, which made new sign-ups unpredictable from one month to the next. The few campaigns that had been launched reached all of Casablanca indiscriminately: plenty of reach, but a high membership cost per lead and many out-of-area contacts impossible to convert. The goal wasn't broad awareness but precisely reaching residents of nearby districts — the ones who can walk in for a trial — and then guiding them to a membership without losing them along the way.
- Reliance on word of mouth, unpredictable sign-ups.
- Campaigns served across all of Casablanca, out of area.
- High membership cost per lead.
- Many contacts too far away, non-convertible.
The approach · geo-targeting, trial, WhatsApp
Webotic tightened Meta and Instagram delivery to a radius set as close as possible to the gym, district by district, to speak only to residents likely to travel. The trial offer became the central hook: a first session to try rather than a membership to sign, a low entry barrier that generates the click. Each lead was then qualified and followed up on WhatsApp — the natural channel in Morocco — to respond fast, book the trial and nudge the undecided. A retargeting setup re-engaged visitors and unconverted contacts with the trial offer, turning interest into a real visit. All of it steered on the real membership cost per lead, not impressions or clicks.
- Geo-targeted Meta/Instagram at the nearby-district radius.
- Trial offer as a low-barrier hook.
- Lead qualification and follow-up on WhatsApp.
- Retargeting of visitors and unconverted contacts.
The results · more leads, better targeted
By concentrating the budget on the real catchment area, the membership cost per lead dropped by 46%: every dirham invested brings in more genuinely convertible contacts. The program generates around 250 qualified leads per month — a steady, manageable flow that replaces the unpredictability of word of mouth. Above all, the trial offer does its filtering job: one trial in three converts into a membership, a rate that reflects motivated, nearby neighbourhood prospects. WhatsApp follow-up and retargeting secure the conversion by stopping the undecided from slipping away. The gym now has a predictable, measurable acquisition channel focused on the residents who matter. (Figures to replace with final values.)
- Membership CPL −46% on a controlled budget.
- ≈ 250 qualified leads per month, steady flow.
- 1 trial in 3 converted into a membership.
- Predictable, manageable acquisition.
Before, we filled the gym by word of mouth, never knowing how many would show up. Now we have a steady flow of neighbourhood residents coming to try it out, and a third stay. It's become predictable.
FREQUENTLY ASKED QUESTIONS
- Why geo-target to the district radius rather than the whole city?
- Because a gym has a limited catchment area: beyond a few kilometres, prospects won't travel. Serving all of Casablanca inflates reach but drives up the useful cost per lead. By tightening the radius to nearby districts, every dirham reaches residents genuinely likely to come and try, which drives down the membership cost per lead.
- Why put the trial offer at the heart of the campaigns?
- Because signing a membership is a big commitment, whereas trying a single session is an easy decision. The trial offer lowers the entry barrier, generates more leads and acts as a natural filter: whoever comes to try is already motivated and nearby, which explains a trial → membership conversion rate of roughly one in three.
- Why WhatsApp to follow up on leads?
- Because in Morocco WhatsApp is the natural conversation channel: prospects reply faster and more willingly than by email or phone. It lets you qualify the lead, quickly book the trial session and nudge the undecided, which sharply reduces the loss of contacts between the click and the visit.
- Are the figures in this study guaranteed?
- Results depend on the area, the density of competing gyms, the appeal of the trial offer and responsiveness on WhatsApp. The values shown here are realistic for the Moroccan market and illustrative: they serve as a benchmark and will be adjusted to each gym's real data.