Meta lead ads · ad click → instant form submit · data through Sep 27, 2026

Why the new clients pay more per lead

Read-only look at 8 older and 6 newer clients. New Game and Bullock's have no Veuze campaigns yet.

The short answer

WhereIt's the Kids campaignsNew clients' adult campaigns are fine: Movement $4.05, Shonen $8.67.

Mostly timingSeptember is expensive for kids adsOlder clients' Kids CPL also rose 3–6× over the same two weeks.

Partly areaThese markets were already pricierBefore Veuze, their own ad accounts ran $11–20 per lead.

FixableOur launch setup changedEvery new form opens with an extra intro screen the older forms never had.

Kids cost per lead

Older clients at launch vs. the same Sept 14–27 window the new clients launched into. Older clients' Kids ads cost $8–10 per 1,000 views in May and $13–15 by September, climbing since late July.

Older client, first 14 daysOlder client, Sep 14–27New client, since launch

Where the funnel breaks (Kids)

Step	Older, at launch	Older, now	New, now
Cost per 1,000 views (CPM)	$6–10	$11–18	$15–28
Click-through rate	2.4–5.0%	1.5–2.3%	1.0–1.7%
Form opened → submitted	14–32%	8–24%	3–19%

All three steps are worse. CPM is mostly season and market; click rate and form completion are the parts we control.

What's different in our setup

Setting	Older clients	New clients	Effect
Intro screen on the form	None, on every older form	Yes, on every new form ("Get Started")	Likely big
Qualifying question	Some have it (Union, Hands-Up, Powerspeed adult) and still get $3.50–7 leads	All have it	Small; keep it for quality
Instagram identity	Real school IG on every ad	None, though 5 of 6 have one linked	Unclear
Where spend goes	Kids: 11–28% Instagram	Kids: 25–68% Instagram. Facebook is the costly part	Medium
Kids headline	"FREE TRIAL PASS"	"FREE SESSION"	Small
Kids age range	Women 25–55 (55+ gets ~1% of spend)	Women 25–60 (55+ gets 3–10%, few leads)	Small
Budget spread	$7.50/day over 7–23 ad sets	$15–30/day over 10–32 ad sets	Medium
Ad copy and designs	Same text and same design library		None

The question alone does not explain the gap: older forms with the same question still get cheap leads. The intro screen is the one form step only the new clients have.

Client by client

North Shore$51 kids CPLExcludes the 2 miles around the school. 32 ad sets on $30/day. Old-agency ads say "5 kids" and "10-day pass", which clashes with "16 parents".

Shonen Jiu Jitsu$35 kids CPLKids form converts only 6% of openers. The adult side is healthy at $8.67.

Bannis$33 kids CPL"Founding Member" ads read as a brand-new school with no reviews. The campaign is currently paused.

Kick Xplosion$31 kids CPLHighest cost per 1,000 views of anyone ($27.70). An expensive market.

Transcending$17 kids CPLSmall 4-mile area shifted toward the future site. Ads say Port Coquitlam while the gym is in Port Moody.

Movement$15 kids CPLClosest to normal. Adults at $4.05 match the best older clients.

Older clients are wearing out their ads: kids ads have been seen 9–21 times per person (Wattie 21.7, Gillette 13.9, Haines 9.8). They need fresh creatives too.

What to change, in order

Remove the intro screen from the forms Done for new launchesRemoved from Meta Ads setup. Forms already live still show it, because Meta forms can't be edited after creation. Keep the qualifying question and Higher Intent for lead quality, and judge on booked leads, not only cost per lead.
Cut to the 5–8 best designs per campaign MediumFewer ad sets let each one gather enough data. North Shore needs this most.
Attach each school's Instagram account to the ads EasyFive of the six already have one linked to their Page. Kick Xplosion has none.
Fix the small settings Low each"FREE TRIAL PASS" headline, ages 25–55, remove North Shore's excluded ring and its old ads, use real gym photos.
Judge each campaign after about $300 of spend PatienceEach has 2–8 leads so far. October stays expensive. More ads is not the fix; they already have plenty.

Union, Wattie, Guerra and Transcending report in CAD; the rest in USD.

Old-client figures are Veuze campaigns only; older campaigns from previous agencies are excluded.

Placement and age figures cover each new campaign since launch and older campaigns from Aug 29.