Try This Meta Ads Strategy for Low-Cost Leads

You don’t need a massive budget to generate quality leads. Many BJJ gym owners have a misconception that paid ads don't work, or they cost too much.

By taking a low-cost, high-engagement approach, you can turn cold audiences into warm prospects and drive conversions effectively.

The key is to use a smart strategy that warms up leads and you only spend money on ads to the most qualified audience.

You do that by using reels for awareness and static ads for retargeting.

Here's how.

Step 1: Reels for Low-Cost Awareness ($5–$10/Day)

Reels are Meta’s highest-performing content format, getting significantly more organic reach and engagement than traditional feed posts.

By running a low-budget Video Views campaign ($5–$10/day) focused on reach and awareness, you can introduce your brand to a broad audience in your local market for pennies per view.

It's essentially like putting a billboard with your school on it directly in the center of town and everyone has to see it.

Viewers will also see your brand multiple times, warming them up for conversion.

Keep these Reels simple: a coach explaining the benefits of training, a quick gym walkthrough or highlight, or testimonials from happy clients.

The goal is to capture attention and introduce your offer without a hard sell.

Step 2: Retargeting with a Call to Action ($20–$30/Day)

Once your Reels have built up a pool of engaged viewers, it’s time to hit them with a direct offer. This is where static image ads with a strong CTA (Call to Action) come into play.

You will retarget people who watched 50–75% of your Reels in the last 7–14 days.

Retargeting will always be the highest converting audience because they have been warmed up and are familiar with your business. Warm audiences convert at a much lower cost than cold audiences.

You can also add recent website visitors and users who have engaged with your social profiles to this audience.

Then use a static image or graphic with a clear message (e.g., “Claim Your Free Trial – Limited Spots!”) to get them to take action. Static images/graphics always convert better.

The bulk of your ad spend will be to this audience. Try $20–$30/day to drive clicks and sign-ups.

Final Thoughts

This two-step Meta ads approach works because it aligns with how people actually make decisions.

First, they see and engage with your brand in a low-pressure way (Reels), then they get a clear, actionable offer when they’re ready to take the next step (static ad with CTA).

If you’re running ads on a budget, this strategy allows you to maximize reach, build brand familiarity, and drive conversions efficiently.

But, the truth is, regardless of your budget or offer, this is a smart way to run effective ads online.

If you need help with this strategy or running paid ads for your business, contact us.