Case 03 · Performance advertising
Atlas Fitness
A twelve-location Southeast training group. Membership growth had stalled after iOS privacy changes. Creative was gym B-roll. The number that mattered was cost per started membership.
The brief
Stop buying views. Buy starts.
We rebuilt the account around a single conversion: a started membership confirmed in the club OS, not a landing-page view. Creative was recast as proof — coaches, members, and a 15-second offer with a location end-card. TikTok Spark and Meta Advantage+ ran as separate tests, not a blended fog.
- Server-side events into Meta and TikTok from the membership OS.
- Creative sprints every fourteen days; losers killed on a written rule, not a feeling.
- Geo-capped bids by club P&L, not DMA vanity.
Keisha Ward, CMO: “We did not need more content. We needed a system. lavn installed one, then held the number.”