Kaizen — Your Client Guide

Your client guide

Welcome aboard. Here's exactly what happens next.

The plan we're running, what the first 90 days look like, the numbers we grade ourselves on, and the small part only you can do.

The system we're building for you

Four jobs, in order. Ads are only the first one — the other three are what most businesses are missing, and they're where your members will actually come from.

Job 1 Traffic Paid ads put your offer in front of locals who don't know you exist.

Job 2 Capture A landing page + form turns attention into a name, phone and email you own.

Job 3 Nurture Automated SMS + email + call tasks carry each lead from "curious" to "booked".

Job 4 Convert A low-barrier offer or a sales call turns the booking into a paying member.

Speak the language

Six terms you'll hear us use

LBOLow-barrier offer — a paid trial or challenge (e.g. 28 days). Small first yes; the trial period itself is the sales process.

CPLCost per lead — ad spend ÷ leads captured. Useful, but never the score. A cheap lead that never shows is expensive.

Speed to leadHow fast a new enquiry gets a response. Minutes win, hours lose — respond in 5 minutes instead of 30 and you're ~21× more likely to qualify them.

Show rateThe share of booked leads who actually walk in the door. Reminders and a quick personal text move this more than anything.

NurtureThe automated SMS/email sequences plus call tasks that follow up every lead — including the ones who go quiet for weeks.

Learning phaseMeta's algorithm needs a few dozen conversions to work out who to show your ads to. Early numbers are noisy — this is normal, not broken.

What the first 90 days actually look like

Most of the panic we see from new clients is a timing mismatch — expecting month-three results in week three. Here's the honest sequence, so you know what "on track" looks like at every point.

Weeks 1–2

Build

We set up your CRM, landing pages, booking calendar, nurture automations and ad account, and write your ad creative. You'll get access requests and a short list of things we need — offer sign-off, photos, business details.

What you should expectNo leads yet — this fortnight is foundations. The faster the access + assets come back, the faster ads go live.

Weeks 3–4

Launch

Ads go live. Meta enters its learning phase, so lead cost bounces around while the algorithm works out who your buyers are. First leads land in your CRM and the automations start doing their thing.

What you should expectLeads before members. A noisy cost per lead. Your job starts now: answer call tasks fast — the first hour matters more than anything we do.

Month 2

Optimise

We cull underperforming ads weekly and concentrate budget on the winners — no relaunches, no churn, just pruning. Nurture starts converting the leads from launch month who weren't ready on day one.

What you should expectFirst joins from launch-month leads. Cost per lead settling. A clearer picture of your show and close rates.

Month 3

Compound

Stable campaigns get cheaper, not more expensive — that's why we don't touch what's working. LBO members from month one graduate to core memberships. Now there's enough data to judge the funnel honestly, end to end.

What you should expectThis is the first point where the numbers mean something. We'll review the full funnel with you: cost per lead, per show, per join — and what to scale.

The numbers we grade ourselves on

Cost per lead is the number everyone stares at, but it's the whole chain that pays your rent. Rough guide rails below — your area, offer and price point move these around, so we'll set your specific targets together in the month-three review.

Metric	Working well	Needs attention	Who moves it
Cost per lead	$10–30	$50+ sustained	Us — offer, creative, targeting
Lead → booking	30–50%	Under 20%	Shared — automation + your call speed
Show rate	60–70%	Under 50%	Shared — reminders + a personal text from you
Show → member	50%+	Under 30%	You — the conversation and the trial experience

Behind the scenes

How we run your ad account

We audited 36 ad accounts and found over half of wasted spend came from ads left running after they'd stopped producing. The fix is boring discipline, applied weekly. These are the standing rules on your account:

The 2-day kill rule. Any ad that spends two consecutive days without producing a lead gets paused. Ads that hit this threshold almost never recover — we don't wait around to find out.

Few ads, concentrated budget. Maximum 5 active ads per campaign. The best account we've audited ran 3 ads at a $9 cost per lead; the worst ran 30 at $63. Fewer ads means Meta learns faster.

No campaign churn. At most one new campaign launch a month. Every relaunch resets Meta's learning phase and burns budget — stability is what makes accounts get cheaper over time.

Weekly bottom cull. Every Monday the worst performer in each campaign gets paused, and its budget flows to the winners.

Your members never see your ads. We upload your active member list as an exclusion audience monthly — you don't pay to advertise to people already paying you.

Tight radius. Ads run 1–3 miles / a short drive from your door, not city-wide. Broad targeting is the fastest way to double lead cost with people who'll never make the commute.