Prodigy Martial Arts — Performance Review & Campaign Plan

Campaign Active · Jul 2025 – May 2026

$10,449

Total invested in Meta Ads — 10.5 months

$45.43

Cost Per Lead · Below $60–$120 Sydney avg

230

Facebook Leads Since January

Total Sign-Ups This Year

230

Leads Captured via Facebook

Active Leads Remaining

136

Intro Sessions Held This Year

Sign-Ups This Year (All Sources)

Your Lead Pipeline — What Happened at Each Stage

From Facebook enquiry to signed student — every stage with real numbers

230

Leads Captured

Families who submitted an enquiry form after seeing your Facebook ad since January

Disqualified

Too far away, no longer interested, or invalid contact — 95 remain active

Booked Intro Sessions

From the 95 active FB leads — plus 117 other intros from walk-ins & referrals = 136 total

Total Sign-Ups

2 confirmed directly from Facebook leads — up to 62 across all sources this year

Who Responded Best to Your Ads

Audience breakdown from the first campaign period — 3,424 total clicks at $3.05 CPC across the full campaign

Where Sign-Ups Came From

Attribution breakdown — 62 total this year

Confirmed from Facebook 2

FB lead form → intro session → signed (5x trial)

Via Intro Sessions 29

117 intro sessions held → 29 signed (25% close rate)

Other — Possibly Facebook 31

Sign-ups without confirmed attribution trail

Total Sign-Ups This Year 62

Investment Status

Near Break-Even

4 students × $240/mo × 12mo = $11,520 — covers the full $10,449 campaign spend

$45.43

Cost Per Lead

Well below the $60–$120 Sydney average for local services. $3.05 CPC across 3,424 clicks.

$95,040

Revenue if 33 sign-ups from FB

2 confirmed + 31 possible × $240/mo × 12mo = 810% ROI on $10,449

$178,560

Revenue at 62 sign-ups (max)

62 students × $2,880/year = $178,560 annual tuition. 1,609% ROI on $10,449.

What the Sign-Ups Are Worth

Revenue at $240/month tuition — 4 students recovers full $10,449 spend; 62 sign-ups = $178K/year

Who's Most Interested in Prodigy

Based on who engaged most with your ads — use this to guide future targeting

Best Performer

Mums, aged 35–44

$1,571 of your budget · 844 clicks

The most engaged group in the entire campaign. Most clicks, highest overall activity. The typical Prodigy parent. Keep as the primary audience.

Strong Performer

Dads, aged 35–44

$1,010 of your budget · 591 clicks

Solid secondary audience. 591 clicks, lower cost per click than mums. Worth keeping in the mix alongside the female audience.

Good Value

Mums, aged 25–34

$762 of your budget · 393 clicks

Younger mothers — slightly fewer clicks but cheaper to reach. A growing segment worth investing in more.

Underused Opportunity

Dads, aged 25–34

Only $333 of your budget · 216 clicks

The cheapest clicks in the campaign at $3.36 each — significantly under-funded. Shifting budget here could reduce the average cost per enquiry.

Review Spend

Mums, aged 45–54

$462 of your budget · 206 clicks

Most expensive audience — 69% above average cost. Reduce budget here and redirect to the 25–34 groups instead.

Review Spend

Mums, aged 55–64

$141 of your budget · 41 clicks

Highest cost per click in the campaign. Likely grandparents rather than primary decision-makers for kids' enrolment. Reduce or exclude.

Agency Recommendations — Next Steps

Three priority actions identified from the latest campaign review

Account Consolidation

Merge both ad accounts into one, targeting 9km from each gym

Running two separate ad accounts splits budget, data, and audience signals. Consolidating into a single account with geo-targeting (9km radius per location) improves algorithm learning speed, simplifies reporting, and unlocks more efficient budget allocation across both gyms.

Creative Refresh

Carousel images ready — launching from Monday

New carousel-format ad creative is prepared and ready to deploy. Carousel ads typically outperform single-image formats for local service businesses — they let parents swipe through class types, locations, and student results. Fresh creative also resets frequency fatigue for existing audiences.

Payment Failures — Critical Issue

7 payment failures triggered Meta learning phase resets

Failed payments (approximately 7 occurrences) caused the campaign to re-enter Meta's learning phase each time — a period where the algorithm performs below optimal. Each reset required roughly 50 additional conversions to exit, directly inflating CPL. This is the primary reason CPL is higher than it should be. Resolving billing reliability is the single most impactful fix available right now.

Executive Summary

Over 10.5 months Prodigy Martial Arts invested $10,449 AUD in Meta Ads targeting parents across Seven Hills and Dural, NSW, generating 230 leads at a $45.43 cost per lead — well below the $60–$120 Sydney average for local services. The campaign drove 3,424 link clicks at a $3.05 CPC and reached 69,344+ unique accounts. The core audience (35–44 parents) was correctly identified and received the majority of spend. However, enrollment tracking is not in place, meaning actual ROI remains modelled rather than confirmed. Seven payment failures caused repeated Meta learning phase resets, inflating CPL — resolving billing reliability is the highest-leverage fix. Organic social and SEO are producing zero leads — both represent untapped channels that cost only time, not budget.

What Worked

Win #1

Core Audience Correctly Targeted

35–44 parents received 46.8% of spend and drove the highest engagement volume. This is the right demographic for a kids martial arts school. The targeting strategy is fundamentally sound.

Win #2

Competitive Cost Per Lead

$45.43 CPL is strong for local services in the Sydney metro market. Given a $2,880–$4,320 LTV per enrolled student, the economics work — the campaign pays for itself with 4 confirmed sign-ups. CPL would be even lower without the 7 payment failures that repeatedly reset Meta's learning phase.

Win #3

Strong Engagement Volume

3,112 post engagements on a modest spend signals the creative resonates. People are interacting with the content. The opportunity is to convert that interaction into follows and community growth.

What Needs Improvement

Issue #1

No Enrollment Tracking

Enrollment data is not captured from ad leads. We cannot calculate actual ROI — only model it. This is the most important fix: connect leads to a CRM or simple tracking sheet to measure close rate.

Issue #2

Zero Organic Audience Growth

69,344 people reached by paid ads. Only 14 chose to follow the page (0.02% follow rate). Paid traffic is not building an owned audience. No page-follow CTA exists on landing pages or post-lead screens.

Issue #3

Overspend on High-CPM Segment

45–54 Female: CPM of $38.36 — 69% above the campaign average of $22.71. The 25–34 Male segment costs $3.36 CPC (vs $4.35 for top-spend segment) with only $332 allocated. Budget reallocation is a quick win.

Priority Action Matrix

Effort vs Impact

Do First — High Impact, Low Effort

Fix homepage title tag (add Seven Hills, Dural, NSW)

Add meta descriptions to all pages (5 mins each in Wix)

Add LocalBusiness schema markup (one JSON-LD block per location)

Shift 10–15% of budget from 35-44F to 25-34M segment

Add page-follow CTA to ad landing page + lead confirmation screen

Plan Next — High Impact, Higher Effort

Build dedicated /seven-hills and /dural landing pages

Set up lead-to-enrollment tracking (CRM or spreadsheet)

Restart blog — 2× per month targeting local parent keywords

Launch retargeting sequence for the 91 existing leads

Schedule — Low Impact, Low Effort

Update footer copyright to 2026

Fix meta keywords tag (remove 'Health')

Request Google reviews from current student families

Deprioritise — Low Impact, High Effort

Migrate away from Wix platform (major effort, marginal gain vs other wins)

Build FAQ / Review pages (valuable but not first 60 days)

SEO Summary — teamprodigy.com.au

The site is a Wix-built platform last substantively updated in 2021. It has no location keywords in title tags, no meta descriptions on key pages, no schema markup, and a blog that has been silent for 4–5 years. Google is likely treating it as a low-activity, low-authority site. None of this is catastrophic — all of it is fixable. The quick wins (title tags, meta descriptions, schema) can be done in under 2 hours and will produce measurable ranking improvements within 4–8 weeks.

Issues Found

9 issues across 3 severity levels

Critical

No Location Keywords

Homepage title is "Home | Prodigy Martial Arts". No Seven Hills, Dural, or NSW. Invisible in local search results for geo-targeted queries.

Critical

Missing Meta Descriptions

Seven Hills contact page has zero meta description. Google writes its own — usually poorly. Every page needs a unique, keyword-rich description.

Critical

Blog Dead Since 2021

Last post: Feb 2021. 4–5 years of silence. Google treats sites with stale content as low-priority. Fresh content is a direct ranking signal.

High

No Schema Markup

No LocalBusiness, MartialArts, or Review schema anywhere on the site. Competitors with schema markup win rich snippets and map pack visibility.

High

Wix Platform Limitation

Client-side JavaScript rendering creates slower page loads and weaker crawlability. Google can index it, but it's a structural disadvantage vs static sites.

High

Non-Descriptive URLs

Location page URL is /contact-5 instead of /seven-hills. Zero keyword signal to Google. URLs are a known ranking factor for local pages.

Medium

Stale Copyright (©2021)

Medium

Meta Keywords = "Health"

Outdated tag with the wrong vertical value. Modern SEO ignores meta keywords, but it signals the site hasn't been touched in years.

Medium

No FAQ / Review Pages

No FAQ page and no testimonials with markup. Missing People Also Ask presence entirely. These pages drive long-tail keyword traffic and trust.

Local SEO — The Untapped Channel

Local search is free traffic. Every parent searching "kids martial arts near me" is a zero-cost lead.

SEVEN HILLS

57 Powers Road, NSW 2147

Target Keywords

kids martial arts Seven Hills
taekwondo Seven Hills NSW
martial arts classes Seven Hills
BJJ kids Seven Hills

Current Gaps

No dedicated location landing page
Location missing from title tags
No LocalBusiness schema
No review markup

DURAL

Unit 3/242 New Line Rd, NSW 2158

Target Keywords

kids martial arts Dural
taekwondo Dural NSW
martial arts Dural Hills District
kids self defence Dural

Current Gaps

No dedicated location landing page
Shares meta description with Seven Hills
No local content published
No review markup

Quick Win Action List

All fixable in Wix — no developer needed for most

Action	Impact	Where in Wix
Add "Seven Hills \| Dural \| NSW" to homepage title tag	Critical	SEO Settings → Homepage
Write meta descriptions for all 6+ pages	Critical	SEO Settings → Each page
Paste LocalBusiness JSON-LD schema into <head>	High	Settings → Custom Code
Rename /contact-5 URL to /seven-hills	Medium	Pages → Page Settings → SEO
Update footer copyright to 2026	Low	Site footer editor
Remove or update meta keywords tag ("Health")	Low	SEO Settings → Advanced
Publish blog post targeting Seven Hills keywords	High	Blog → New Post
Build /dural dedicated landing page	High	Pages → Add Page

Campaign Objective

Over the next 60 days: fix measurement, capture organic traffic, and re-engage the 91 existing leads. The paid campaign is already working — the priority is not to spend more, but to know what it's returning and unlock the free channels (SEO, local search) that cost only time. Targets below are conservative and achievable with the actions in this plan.

Enrollment Tracking

100%

All ad leads tracked to CRM by Week 2

Organic Traffic Target

+30%

From SEO quick wins within 60 days

CPL Target

<$50

Via budget reallocation to efficient segments

Page Follows Target

+100

From new page-follow CTAs on ad flow

Channel Strategy

Local SEO

Zero-cost leads from parents actively searching "kids martial arts near me." Fix title tags and schema first — results visible in 4–8 weeks. Build location pages for both suburbs.

Effort: Low-Medium · Impact: High

Meta Ads (Optimised)

Continue spend — the CPL is competitive. Reallocate 10–15% from 35-44F ($4.35 CPC) to 25-34M ($3.36 CPC). Add enrollment pixel. Launch retargeting for the 91 existing leads.

Effort: Low · Impact: High

Content / Blog

Restart the blog with 2× per month — targeting "kids martial arts [suburb]" and FAQ-style content parents search before enrolling. Each post builds long-term organic traffic with no ad spend.

Effort: Medium · Impact: High (long-term)

Retargeting

91 warm leads already exist. A 3-touch retargeting sequence (testimonial ad, limited spots ad, parent story ad) can re-engage leads who didn't convert the first time for minimal extra spend.

Effort: Low · Impact: High

Google Reviews

Reviews are a direct local ranking factor and trust signal. Request reviews from current student families with a simple text message template. Target 20+ reviews on each location profile.

Effort: Low · Impact: Medium

Organic Social

Add a page-follow CTA to the ad landing page and lead confirmation screen. Target consistent posting (3×/week) of student success, class highlights, and parent testimonials to build the organic audience.

Effort: Low · Impact: Medium

Success Metrics — 60-Day Review

Metric	Current Baseline	60-Day Target	How to Track
Cost Per Lead (CPL)	$45.43 AUD	<$35 AUD	Meta Ads Manager
Lead-to-Enrollment Rate	Unknown	Track & establish baseline	CRM / Google Sheet
Organic Website Traffic	Baseline (establish)	+30%	Google Analytics / Wix Analytics
Google Maps Visibility	Not ranking	Appearing for target keywords	Google Search Console
Facebook Page Follows	+14 in 10.5 months	+100 in 60 days	Meta Business Suite
Google Reviews (each location)	Unknown	20+ per location	Google Business Profile
Retargeting Lead Re-engagement	0 (not running)	Launch + track CTR >2%	Meta Ads Manager

ROI Projections

Based on $240/month tuition — enrollment tracking will confirm actual results

Scenario	Close Rate	Students	Revenue (12mo LTV)	ROI
Conservative	15%	14	$40,320	631%
Realistic	25%	23	$66,240	1,100%
Realistic + 18mo retention	25%	23	$99,360	1,700%
Strong	35%	32	$92,160	1,570%

* Enrollment data not captured in campaign — scenarios modelled at 15–35% close rates. Setting up tracking is Step 1.

Prodigy has a working digital presence — paid social running, two GMB profiles set up, domain verified — but critical gaps in tracking, social architecture, and lead management are costing enrollments every week. The 91 leads generated have no visibility beyond the form submission. There's no pixel, no GA, no CRM, a dead Instagram link on the website, and two GMB profiles that Google is penalising with lower rankings because nobody's managing them. All of this is fixable within 60–90 days without rebuilding anything from scratch. This section tells you exactly what to fix and in what order.

Tracking Stack Audit

What's installed — and what's missing — on teamprodigy.com.au

✗

Google Analytics 4

No visibility into website traffic, page behaviour, session sources, or organic growth trends. Zero ability to measure which marketing channel actually drives people to the site.

→ Fix: Install GA4 via Wix → Settings → Marketing Integrations. Free. 30 minutes. Zero downside.

✗

Meta Pixel (Website)

No retargeting audiences, no lookalike audiences, no conversion optimisation. Current ads optimise for the cheapest lead form submission — not actual enrollments. This is the single biggest limitation on ad performance right now.

→ Fix: Add Pixel via Wix → Marketing Integrations → Facebook Pixel. Required to switch campaigns from Lead Gen to Conversion objective.

✗

Google Ads Conversion Tag

Cannot run Google Search Ads, cannot measure phone calls or form submissions from Google traffic. The entire search-intent channel — people actively searching "martial arts Seven Hills" — is unaddressed.

→ Fix: Install via Google Tag Manager (recommended for flexibility) or Wix Marketing Integrations. Takes ~1 hour to set up properly.

✓

Google Search Console

Site is verified. GSC provides crawl data, index status, and keyword impression data — the minimum floor of SEO visibility. Currently the only traffic-related tool active on the site.

→ Next step: Connect GSC to GA4 once GA4 is installed. Unlocks full organic search reporting with keyword-to-page attribution.

✓

Facebook Domain Verification

Domain is verified with Meta via the verification tag on the site. This is required for Aggregated Event Measurement (AEM) — Meta's iOS 14+ conversion tracking framework. It's already done, which is good.

→ No action needed. When the Pixel is installed, AEM will activate automatically because the domain is pre-verified.

✗

CRM / Lead Pipeline System

91 leads generated over 10.5 months. Zero tracked to enrollment. No visibility into close rate, average response time, pipeline value, or which ad sets produce enrolled students vs. tyre-kickers. Decision-making is entirely blind.

→ Fix: HubSpot free tier + Zapier ($20/month) connects Meta lead forms directly into a CRM pipeline. Every lead gets a record, a timestamp, and a stage.

Social Media Architecture

How Google and Meta see Prodigy's current digital footprint

The Split Instagram Strategy — Verdict

One brand. Two accounts. Net negative.

Social Proof Gap

4,960 vs 610 — the first impression problem

When Meta serves an ad to a Dural parent, the Instagram preview shows @prodigymartialarts_dural with 610 followers. That's the first signal they use to judge credibility. Competitors with thousands of followers on a single account win that comparison every time.

Ad Attribution

$5,500 in spend built the wrong account

Every ad reaction, comment, share, and follow over the last 10.5 months accrued to the Seven Hills identity — because that's the connected Ads account. The Dural account received zero ad-driven social proof. After $5,500 in spend, it still sits at 610 followers.

Content Overhead

Double the work, half the reach

Two accounts means two content calendars, two posting schedules, two story feeds, two follower bases to grow. In practice this leads to one account being neglected. The 8:1 ratio is exactly what this pattern looks like.

The Fix

One unified brand account does more

Consolidate to a single main account. Use location tags, geo-targeted stories, and post captions to differentiate Seven Hills and Dural content. Meta Ads can target each suburb independently from one identity — you don't need separate accounts to run location-specific ads.

Transition

Don't delete — redirect

Don't delete the Dural account. Pin a story pointing followers to the main account, update the bio with a redirect, then gradually stop posting. Keep the @handle — it may be useful for location-specific ad creatives later. Give it 60–90 days to migrate.

When Split Works

The exception: 5+ locations, dedicated staff

Separate accounts make sense when locations have genuinely different demographics, both accounts already have strong follower bases, and there's dedicated social staff per location. At two locations with limited resources, unified wins every time.

Google My Business — The Free Enrollment Channel You're Not Using

Map Pack visibility requires active profile management

Seven Hills

GMB profile active · Map Pack ranking unconfirmed

No responses to reviews — Google's ranking algorithm actively weighs owner engagement as a trust and relevance signal

No weekly GMB posts — regular posts signal an active business and improve Map Pack position

No "Classes" or services listed in the profile — missing data that Google uses to match intent searches

Photos likely outdated — fresh action photos of classes and the gym improve CTR on map listings significantly

Dural

GMB profile active · Map Pack ranking unconfirmed

No review responses — compounds Dural's credibility problem given the smaller Instagram following

No GMB posts — Dural is a more competitive suburb for martial arts; active signals matter more here

Review volume likely low — a structured review request to current Dural students is the fastest credibility fix

NAP consistency (Name, Address, Phone) must exactly match the website — any mismatch suppresses Map Pack ranking

Why GMB Is the Highest-ROI Action Right Now

Map Pack = Free Enrollments. Paid Ads Can't Buy This Slot.

When a parent types "martial arts near me" or "kids karate Seven Hills" into Google, the three businesses in the Map Pack appear above all organic results and most paid ads. That slot costs $0 in ad spend. A fully optimised GMB — reviews, weekly posts, complete info, active owner — is the primary factor Google uses to decide who gets in. Competitors who are actively managing their profiles are winning those searches today. Getting into the Map Pack for both locations should be treated as a top-3 priority.

Lead Management Gap

91 leads generated — 0 tracked to enrollment — unknown close rate

Leads Generated

Via Meta Lead Ads over 10.5 months

→

Leads Contacted

Manual only. Peter or staff calls/texts each lead. No SLA, no tracking, no automation.

→

Tracked to Enrollment

No CRM. No conversion tracking. No attribution. ROI is modelled — not measured.

Speed to Lead

Response time is the #1 close driver

Responding to a lead within 5 minutes makes you 21× more likely to qualify it vs responding after 30 minutes. Manual follow-up almost guarantees leads go cold — especially leads coming in outside business hours. An automated SMS within 60 seconds of form submission changes this entirely.

No Retargeting

Leads who don't enroll disappear

Without a Meta Pixel, Prodigy cannot retarget the 91 leads or website visitors who showed intent but didn't convert. Every unconverted lead is permanently lost — no nurture sequence, no follow-up ads, no second chance. With a Pixel, they stay in the funnel for 180 days.

The Fix

A 3-step lead system — under $60/month total

1. Instant SMS — automated text within 60 seconds of lead submission via Zapier + Twilio (~$40/month). 2. CRM pipeline — HubSpot free tier, every lead has a record and stage. 3. 7-day email sequence — 3 touchpoints: class benefits, free trial offer, social proof from current families.

Strategic Priority Roadmap

Sequence matters — tracking and foundation first, then consolidation, then growth

FoundationDays 1–30

Install GA4 on Wix — 30 minutes, zero cost, unlocks all traffic data

Install Meta Pixel — prerequisite for conversion campaigns, retargeting, and lookalike audiences

Remove @prodigy_martialarts link from website — fix the dead Instagram link today

Set up HubSpot CRM + connect Meta lead forms via Zapier — stop flying blind on close rate

Launch automated lead SMS (60-second response via Zapier + Twilio)

Begin responding to all existing Google reviews — both locations, same week

ConsolidationDays 31–60

Activate GMB content cadence — 1 post per week per location, minimum

Launch Google review request to current students — text template to send after class

Announce Instagram consolidation — pin redirect story on Dural account, update bio

Build 7-day lead nurture email sequence (class benefits → free trial → social proof)

Add dedicated location landing pages (/seven-hills, /dural) — SEO and ad destination

Verify NAP consistency across website, GMB, and all social profiles for both locations

GrowthDays 61–90

Switch Meta Ads campaign objective from Lead Gen to Conversion (requires Pixel — do Phase 1 first)

Launch retargeting campaigns to the 91 existing leads + website visitors

Launch Google Search Ads targeting "martial arts [suburb]" keywords — search intent, zero waste

Build lookalike audiences from enrolled students for Meta Ads — higher quality leads at lower CPL

Set up 90-day automated review request for newly enrolled students

Audit YouTube channel — activate with class/instructor content or archive cleanly