When a business has several things to sell, the usual mistake is one general ad that tries to say everything and ends up saying nothing. We tried the opposite for OK GYM Pardubice.
OK GYM is a Czech fitness centre we work with long-term. During the two weeks this campaign ran, its customer base grew by about 39%, and we spent only about half of the planned budget. Here is how it was set up and what we learned. You can also read it as a case study on the Work page.
The ads ran alongside the gym's regular social media, which we manage too, so not all of the growth can be credited to the ads alone.
The starting point
OK GYM had just opened a new lower floor with three types of sauna, a climbing wall, a bouldering wall, a MoonBoard, massages and group classes. The offer was strong, but many people in Pardubice didn’t know about it yet. The goal was simple: bring in as many new visitors as possible. The Meta Ads budget was about €205 for the whole campaign, and the audience was a single region.
How we set it up
We didn’t build one campaign around “come to OK GYM”. We built three ad sets around what a visitor is looking for: Relax, Fitness and Climbing walls. Inside them, every activity got its own ad, 11 in total, so each one had a message of its own.
All 11 ads follow one layout: a photo, a two-line headline, three short steps and one call to action. Because the layout stays the same, the ads look like a family, and a person who sees two of them recognises the third. The copy is in formal Czech, in line with the gym’s voice.
The ads ran in Czech. English versions are shown here.
We kept the audience broad: the Pardubice Region, ages 18 and up, all genders. With a small local audience, narrow targeting only shrinks it further, so we let the creative do the targeting. The campaign ran for 14 days and ended on 24 October 2026.
What happened
The 1,328 landing page views, meaning people who clicked an ad and opened the gym’s page, cost €103 in total. Climbing was the cheapest offer to promote, at about €0.07 per view. Relax was the most expensive at about €0.10, probably because sauna and massage take more words to sell than a climbing wall people can simply see.
Interest also peaked in the first days and then drifted down, which looks like ad fatigue on a small audience. Next time we would swap the creatives after about a week.
“They know exactly what they're doing. They have a clear overview, know where to target advertising, bring great ideas, and above all take our company's promotion as their own, as if it were their own business. Precision and quality work are their motto. I recommend them, they've grown our visitor numbers.”
Martina, owner, OK GYM Pardubice
What this means for your business
- Give every product its own ad. A single message for everything is rarely specific enough to make anyone act.
- Group ads by what the customer wants, not by how your menu is organised. It shows you which kind of customer costs the least to reach.
- Measure what happens after the click. Cost per view is a start, but the real question is who actually came.
- Check the results after one week. Small audiences get tired of the same ad quickly.
If you have a shop or a service with several things to sell and a small budget, this is the approach we would start with.
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