DexaFit Marketing Case Study: How We Generated $29,511 in Revenue From $9,219 in Meta Ad Spend Across 3 Locations
Q1 2026: $9,219 spent across three DexaFit locations. $29,511 in tracked revenue. 697+ leads. 262 bookings. Overall 3.98x ROAS — and Vancouver hit 6.32x in its first 24 days. Here's the full breakdown and what made it work across three completely different markets.
DexaFit sells DEXA body scans, VO2 max, and metabolic testing at $110-$135 per scan. High-intent audience, fast decision cycle, repeat-friendly business — the kind of math where one booking pays for several days of ads. The challenge was scaling that math across an established Arizona market, a brand-new New Jersey launch, and a fresh Vancouver, WA opening.
The System That Drove It
Four things, applied consistently across all three markets:
- Creative led with education, not discounts. "Do you actually know your body fat percentage?" beats "50% off your scan" because curiosity converts long-term clients. Short-form video showing the scan process, real-client breakdowns, carousels explaining what DEXA measures.
- Offers framed around what the client learns, not the price tag. Honest intro pricing for first-time visitors. Bundles (DEXA + RMR) that lifted average booking value.
- Targeting adapted per market. Scottsdale: affluent, biohacking interests + lookalikes off existing clients. NJ: broader awareness audiences, tighter geo. Vancouver: Portland metro fitness audiences with rapid creative testing. Broad and interest layers ran in parallel everywhere; retargeting pulled from video viewers and abandoned bookings.
- Follow-up in minutes, not hours. Automated SMS + email at lead capture. Leads contacted within 5 minutes convert 21x more often than 30-minute response times. The fastest-responding location had the highest booking rate. Not a coincidence.
The Results, by Location
Overall (Q1 2026)
| Metric | Result |
|---|---|
| Total Ad Spend | $9,219 |
| Total Revenue | $29,511 |
| Total Leads | 697+ |
| Total Bookings | 262 |
| Overall ROAS | 3.98x |
Nearly 4x return — and that's first-visit revenue only. Repeat bookings (a major part of the DexaFit model) are pure upside.
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| Metric | Result |
|---|---|
| Ad Spend | $7,828 |
| Revenue | $23,745 |
| Leads | 413 |
| Bookings | 214 |
| Cost Per Lead | $18.95 |
| ROAS | 3.03x |
The mature market. $18.95 CPL is exceptional for health services (most med spas and wellness clinics pay $40-$80). 52% lead-to-booking rate. No new-launch honeymoon — this is what sustained spend at scale looks like when the system is dialed in.
New Jersey (Mar 1 – 24, 2026)
| Metric | Result |
|---|---|
| Ad Spend | $795 |
| Estimated Revenue | $2,075 |
| Leads | 155 |
| Tracked Bookings | 20 |
| Cost Per Booking | $39.77 |
| ROAS | 2.60x |
Profitable in 24 days on under $800. The 20 tracked bookings are likely an undercount — phone-call and walk-in attribution lag in new locations. Even at face value, $39.77 per booking against $110-$135 revenue clears the math. Validates the framework in a totally different demographic.
Vancouver, WA (Mar 1 – 24, 2026)
| Metric | Result |
|---|---|
| Ad Spend | $596 |
| Revenue | $3,766 |
| Leads | 129 |
| Verified Bookings | 28 |
| Cost Per Result | $21.28 |
| ROAS | 6.32x |
The standout. $4.62 CPL is almost unheard of in health and wellness — for context, Scottsdale at $18.95 was already exceptional. Health-conscious Portland metro audience, limited local competition, and the right intro offer landed at the right time. At $25/day in spend and $130+ per booking, one conversion every few days keeps the math positive. That's a resilient model.
What This Means If You're Running a Service Business
- Education-first creative beats discount-first. Discount buyers don't come back at full price. Curious buyers do. We didn't sell the scan — we sold the knowledge it provides.
- The first-transaction math has to work. When CPL × close rate ≤ first-purchase revenue, every customer is profitable from minute one. You don't need a 6-month LTV calculation to justify the spend.
- Speed of follow-up is the second campaign. 5-minute response converts 21x better than 30-minute. The fastest-responding location won, period.
- Start lean in new markets. NJ and Vancouver both launched under $800. Validate creative, then scale. Scottsdale's $7,828 budget was earned over time.
- Don't copy-paste across markets. Same framework — different creative, different audiences, different geo radius.
Where This Goes From Here
- Scale Vancouver. 6.32x ROAS is a clear green light — push budget while watching for diminishing returns.
- Tighten NJ attribution. Phone and walk-in tracking will surface real ROAS.
- New angles to test: client transformations, BMI myth-busting, partnerships with local gyms.
- Activate retargeting depth. 697+ leads = a real nurture audience for re-engagement and rebooking.
If you want this system built for your service business, talk to us — or start with a $99 ad audit to see what's possible in your market.
Frequently Asked Questions
How much should a fitness franchise spend on Meta ads?
Start with $500 to $1,500 per month per location for new markets, and $2,000 to $5,000+ per month for established locations with proven ad performance. The key is starting with enough budget to generate statistically meaningful data (at least 20-30 leads per month) without overcommitting before you've validated the creative and targeting. In this case study, DexaFit's Scottsdale location spent around $2,600 per month, while newer locations started closer to $600 to $800 in their first month.
What ROAS is realistic for health and wellness services?
A 2x to 4x ROAS is a strong, realistic benchmark for health and wellness services on Meta ads. Anything above 4x is excellent, and anything below 2x needs optimization. Keep in mind that these numbers only account for first-visit revenue. If your business has strong retention (like DexaFit, where clients return for follow-up scans), the true lifetime ROAS is significantly higher. Vancouver's 6.32x in its first month was exceptional and not something we'd project as a baseline.
How long does it take to see results from Meta ads for a fitness business?
You should see initial lead flow within the first 7 to 14 days of launching. However, meaningful performance data - enough to make optimization decisions - typically takes 30 to 60 days. New Jersey and Vancouver both showed profitable results within 24 days, but those were building on creative and targeting strategies already validated in Scottsdale. If you're starting from scratch with no prior data, give yourself 60 to 90 days before making major judgments about performance.
Do Meta ads work better than Google Ads for health and wellness businesses?
They serve different purposes. Google Ads capture existing demand - someone searching "DEXA scan near me" already knows what they want. Meta ads create demand - they educate people who didn't know they wanted a body composition scan until they saw the ad. For businesses like DexaFit where the service requires some education, Meta ads are often more cost-effective for generating volume. The ideal setup is running both: Meta for top-of-funnel lead generation and brand awareness, Google for capturing high-intent searches. But if you're picking one to start with on a limited budget, Meta's lower cost per lead and broader reach usually make it the better first move.
What type of ad creative works best for wellness and fitness businesses?
Educational, short-form video content consistently outperforms static images and generic promotional creative. The most effective ads we've run for DexaFit and similar businesses follow a simple formula: hook the viewer with a surprising fact or question (first 3 seconds), explain what the service reveals or solves (next 10-15 seconds), and end with a clear call to action and offer (final 5 seconds). Testimonials from real clients, process walkthroughs showing what the experience looks like, and myth-busting content also perform well. Avoid stock photos, overly polished production, and generic "Book now, 50% off" messaging.
Can this type of advertising system work for a single-location business, not just franchises?
Absolutely. The multi-location framework we used for DexaFit actually scales down very effectively. A single-location health or wellness business can apply the exact same principles - educational creative, strong offer structure, fast follow-up, and disciplined budget management. In fact, single locations often see faster results because there's no complexity around adapting messaging for different markets. You focus all your budget and creative energy on one geographic area and one audience. If anything, the DexaFit case study proves that even a small budget ($596 in Vancouver's case) can generate significant revenue when the system is built correctly.