CLIENT — RAGNAROK ATHLETICS • MONTEREY COUNTY, CA
From Zero Pipeline to 30 Leads/Mo
How we built a complete paid lead funnel — creative, landing page, pixel tracking, and Meta Ads — for a Monterey County martial arts gym.
21
LEADS FIRST TWO WEEKS
~30/mo
ONGOING AVG. LEAD VOLUME
~$10
DAILY BUDGET
0→1
FUNNEL BUILT FROM SCRITCH
OVERVIEW
CLIENT
Ragnarok Athletics
ADVERTISING MARTIAL ARTS AND FITNESS TRAINING IN MONTEREY COUNTY
Ragnarok Athletics is a martial arts gym in Monterey County, California offering Muay Thai, MMA, and Jiu Jitsu classes throughout the week, along with a fitness-focused bag class and youth training. As one of the few gyms in the area that runs multiple disciplines consistently, they focus on helping everyday adults build skills, confidence, and conditioning in a welcoming environment.
SERVICES
Meta Ads
Meta Business Suite
Ad Creative
Landing Page Design
Video Editing
Copywriting
THE CHALLENGE
The Problem with Past Ads
Ragnarok Athletics had tried paid marketing before, including free trial offers, Meta, Yelp, and Google Ads — and saw poor results. He noticed walk-ins occasionally mentioned seeing ads, which hinted at value, but there was no consistent system turning attention into sign-ups.
01
No Dedicated Landing Page
Ad traffic hit the main website — not optimized for conversions, too complex for cold visitors, and not beginner-friendly enough.
02
No Pixel or Conversion Tracking
Without a Meta Pixel properly set up, the algorithm had no signal to optimize delivery. Spend was flying blind.
03
Weak Ad Creative
Previous creatives lacked specificity. No clear offer, no beginner-friendly framing, and no storytelling from real training footage.
04
No Follow-Up System
Even when leads came in, there was no cadence, no scripts, and no CRM to turn an interested stranger into a paying member.
THE WORK - AD CREATIVE
Engaging Ads to Capture Attention
We created short, scroll-stopping video ads using real training footage from the gym The goal was to keep the messaging simple and beginner-friendly while still showing that the training is legit. Each version was edited with clean text overlays and a clear call to action to drive trial sign-ups. These ads would be served on Facebook and Instagram, whether on mobile or computer desktop.
THE WORK - META AD CAMPAIGN
Reaching the Right Audience
We built a conversion-focused Meta campaign designed to generate website leads, not just clicks. The setup included proper audience targeting around Monterey County, optimized placements, and clear naming and structure so performance could be tracked and improved over time. After launch, we monitored results and made adjustments to keep lead volume consistent and improve efficiency.
THE WORK - LANDING PAGE
Building a Page to Convert Visitors to Leads
We built a dedicated landing page on Wix designed specifically for ad traffic. The page was structured to convert quickly with a clear offer, simple explanation of what the trial includes, and a short form to reduce friction. We also added a thank-you page to confirm the submission, set expectations, and improve conversion tracking.
THE WORK - META PIXEL SETUP
Setting Up Data Tracking from Facebook
We installed and connected the Meta Pixel across the site so we could track page visits and form submissions accurately. This ensured leads could be measured correctly, and it gave Meta the conversion signal it needs to optimize delivery. With the pixel active, we were able to track key events like PageView and Lead to verify the funnel was working end to end
THE WORK - CONVERSION FUNNEL
A Complete Funnel Built from Scratch
Rather than just "running ads," we built the entire system — from creative, page, tracking, and campaign — so every dollar had a place to go and every lead had a path to conversion.
THE RESULTS
Numbers that Actually Moved the Business
We started with a simple goal: prove the funnel could generate real trial leads at a low test budget. In the first two weeks, the system did exactly that and beyond.
~30
/mo
Ongoing Monthly Lead Volume
Average lead flow after the initial test phase with continued campaign management.
THE IMPACT
30 Leads a Month From Meta Ads
In the first month of running Meta ads with a dedicated landing page and tracking in place, Ragnarok Athletics began generating a steady flow of inbound inquiries. On average, we’re seeing around 30 leads per month coming through the website form.
WHAT'S NEXT
Next Steps: Keep Improving Lead Quality and Conversions
The creative and offer consistently generated interest. Now that the ad funnel is working and leads are coming in consistently, the focus shifts to improving lead quality and increasing the number of people who actually show up and sign up. For the next phase we'll focus on the following:
New ad creatives for the Bag Fitness and the Youth program classes, targeting new audience segments.
Keep testing fresh creative angles, ongoing A/B creative testing to keep ad fatigue low
CRM evaluation and setup to automate lead follow-up and reduce response time
Continued monthly reporting with clear lead-to-trial conversion tracking
