You may be great at helping clients lose weight and build muscle, but if you’re constantly struggling to bring clients in through the front door, it’s going to be difficult to maintain a successful coaching business. However, Facebook Ads will help you do just that, plus reach those potential clients who aren’t already familiar with your brand.
Here’s the thing: Facebook Ads can be one of the most cost-effective ways to get new personal training clients, but it can take some practice to get right. Facebook has over 3 billion active users, and yes, your ideal clients are scrolling through their feed right now.
This guide will walk you through everything you need to know to create Facebook Ads that actually bring in clients, not just likes and followers.
Contents
- Why personal trainers should use Facebook Ads
- Facebook Ads vs. Instagram Ads: what’s the difference?
- How much do Facebook Ads cost for personal trainers?
- Setting up your Facebook Ads account
- Understanding Facebook Ads structure
- Step-by-step: Creating your first Facebook Ad
- What to do after your ad is running
- Facebook Ad creative that converts for personal trainers
- Common Facebook Ads mistakes personal trainers make
- The truth about Facebook Ads for personal trainers
Why personal trainers should use Facebook Ads
Before we dive into the how, let’s talk about the why.
Facebook Ads let you:
- Target people within a specific radius of your gym or training location
- Reach people based on their interests (fitness, health, weight loss)
- Control your budget down to the dollar
- Track exactly what’s working and what’s not
- Scale up when you find a winning ad
- Get results faster than organic social media alone
Unlike posts that might reach 10% of your current followers, a Facebook Ad reaches exactly who you tell it to reach and beyond who already knows about you and your brand. That’s powerful.
Related Blog: How to get more personal training clients on Facebook
Facebook Ads vs. Instagram Ads: what’s the difference?
Plot twist: they’re basically the same thing. When you create a Facebook Ad, you can automatically run it on Instagram too. They’re both managed through Meta Ads Manager (Meta owns both platforms).
Quick comparison:
- Facebook: Better for detailed targeting, lead forms, and reaching an older demographic (25-65+)
- Instagram: Better for visual content, younger audiences (18-40), and brand awareness
Depending on you and your audience, you may want to consider running ads on both platforms.
How much do Facebook Ads cost for personal trainers?
The answer everyone hates: it depends.
Example costs for personal trainers:
- Cost per click: $0.50 – $3.00
- Cost per lead: $5.00 – $25.00
- Cost per new client: $50 – $200+
Your costs depend on your location, competition and how good your ads are. For example, marketing ads in Manhattan will likely cost more than rural Ohio.
Example starting budget:
- Test phase: $10-20 per day for 7-14 days
- Scaling phase: $30-100+ per day once you find what works
Setting up your Facebook Ads account
Before you can run ads, you need to set up your infrastructure. This is the boring part, but it’s essential.
Step 1: Create a Facebook Business Page
You can’t run ads from a personal profile, you’ll need a business page first.
If you don’t have one yet:
- Go to facebook.com/pages/create
- Choose “Business or Brand”
- Add your business name and category (Fitness Trainer, Personal Trainer, or Gym)
- Fill out your information
- Add a profile picture (your logo or a professional photo of you)
- Add a cover photo (clients working out, your facility, or training in action)
Step 2: Set up Meta Business Suite
This is your command center for managing ads.
- Go to business.facebook.com
- Click “Create Account”
- Enter your business name and details
- Add your Facebook Page and Instagram account (if you have one)
- Add your payment method
Step 3: Install the Meta Pixel
The Meta Pixel is a piece of code that tracks what people do on your website after clicking your ad. This is crucial for measuring results.
- In Business Suite, go to “All Tools” → “Events Manager”
- Click “Connect Data Sources” → “Web”
- Choose “Meta Pixel”
- Name your pixel and enter your website URL
- Install the pixel code on your website
Top tip: if you don’t have a website yet, My PT Hub offers a microwebsite called MySite as part of your subscription for no additional cost. You can install your pixel directly from your account too to make it even easier! You can learn more about this here.
Understanding Facebook Ads structure
Facebook Ads have three levels. Understanding this will prevent a lot of confusion.
Level 1: Campaign
This is where you choose your objective (what you want to happen).
Common objectives for personal trainers:
- Lead generation: Collect contact info from potential clients
- Messages: Get people to DM you directly
- Traffic: Send people to your website or landing page
- Engagement: Get likes, comments, and shares
For most personal trainers, lead generation or messages work best.
Level 2: Ad Set
This is where you define your audience, budget, and schedule.
You’ll choose:
- Who sees your ad (location, age, interests)
- How much you’ll spend
- When your ad runs
- Where your ad appears (Facebook, Instagram, Messenger)
Level 3: Ad
This is the actual creative (i.e. your image or video, headline, and text).
This is what people see in their feed.
Step-by-step: Creating your first Facebook Ad
Let’s create a lead generation ad to get new client inquiries. This is the most straightforward type for beginners.
Step 1: Open Ads Manager
- Go to facebook.com/adsmanager
- Click the green “+ Create” button
- Choose your campaign objective: “Leads”
- Name your campaign something like “Personal Training Leads – [Your City] – [Month]”
Step 2: Set up your ad set
Choose your audience:
This is the most important part. Here’s a good starting audience for in-person personal trainers:
- Location: Your city, 10-15 mile radius (adjust based on your area)
- Age: 25-55 (adjust based on your ideal client)
- Gender: All, or choose if you specialize
- Detailed targeting: Add interests like:
- Fitness and wellness
- Physical fitness
- Gym
- Weight training
- Health club
- CrossFit (if relevant)
- Running, yoga, cycling (if you specialize)
You can also target behaviors like “Interested in fitness” or “Health and wellness.”
Top tip: Don’t make your audience too narrow; giving a larger audience to Facebook will allow their machine learning more flexibility to find the right people to target.
Set your budget:
- For example, you might start with $15-20 per day
- Choose “Daily Budget” (not lifetime budget when testing)
- Run your ad continuously (not on a specific schedule) when starting
Choose placements:
- “Advantage+ Placements” will let Facebook optimize where your ads show or manually choose: e.g. Facebook Feed, Instagram Feed, Instagram Stories, Facebook Stories
Step 3: Create your lead form
This is where people enter their information.
- Click “Create Form”
- Choose “More Volume” (easier for people to complete)
- Add a headline: e.g. “Start Your Fitness Journey Today”
- Add an intro explaining what they’ll get: “Get a free consultation and customized training plan.”
Questions to ask:
- Full name (pre-filled by Facebook)
- Email address (pre-filled)
- Phone number (optional but recommended)
Add one custom question:
- E.g. “What’s your main fitness goal?” (Weight loss, Muscle building, General fitness, Athletic performance)
Thank you screen:
- Headline: e.g. “Thanks! We’ll be in touch within 24 hours”
- Add a button linking to your website or Instagram
Privacy policy: You need a privacy policy link. If you don’t have one, consider using a free privacy policy generator or add one to your website.
Step 4: Create your ad creative
This is what people actually see. Make it count.
Choose your format:
- Single image: Easiest to create, good for starting
- Video: Higher engagement, but requires more effort
- Carousel: Multiple images in one ad (good for showing different services)
Choosing your image:
Good images for personal trainers:
- You training a client (action shot)
- A client’s before/after transformation (with permission)
- You demonstrating an exercise
- Your training space/gym
- Professional headshot with motivational text overlay
Bad images:
- Stock photos (people can tell)
- Blurry or dark photos
- Photos with too much text
Top tip: Facebook provide a guide to help with recommended dimensions, you can learn more here.
Write your ad copy:
Your ad copy has three parts:
1. Primary text (the main text above your image):
Keep it short. Most people only read the first 2 lines before it cuts off.
Example: “Ready to finally hit your fitness goals? Get a free consultation and personalized training plan—no commitment required. Limited spots available this month. 💪”
2. Headline (bold text below your image):
E.g. “Free Consultation + Custom Training Plan”.
3. Description (smaller text under the headline):
E.g. “Personal training in [Your City]”.
Ad copy formula that works:
- Hook (grab attention): “Struggling to lose weight?”
- Benefit (what they get): “Work with a certified trainer who’ll create a plan just for you”
- Call-to-action (what to do): “Get your free consultation today”
Step 5: Review and publish
Click through the review screen:
- Check your budget is correct
- Verify your audience settings
- Preview your ad
- Make sure your lead form works (the best way is to test it yourself, just to make sure it behaves as you expect it to)
Click “Publish” and you’re live!
Facebook will review your ad (usually takes 1-2 hours, sometimes up to 24 hours). You’ll get a notification when it’s approved.
What to do after your ad is running
Don’t just set it and forget it. Here’s your weekly routine:
Days 1-3: Monitor for approval and initial performance
- Check that your ad was approved
- Test your lead form yourself
- Watch for any obvious issues
Days 4-7: Gather initial data
- Check your cost per lead
- See if leads are coming in
- Respond immediately to your leads (within 1 hour is ideal)
Week 2: Optimize
- If cost per lead is getting too high, pause and adjust targeting
- If you’re getting leads but they’re low quality, revise your targeting or ad copy
- If it’s working well, consider increasing your budget incrementally
Facebook Ad creative that converts for personal trainers
Let’s talk about what actually makes people click.
Video ads that work
Transformation videos:
- 15-30 second client before/after with results voiceover
- Start with the “after” to grab attention
- Add text overlay with results (“Lost 30 lbs in 12 weeks”)
Training session clips:
- Show you working with a client
- Demonstrate your coaching style
- Highlight the energy and support you provide
Testimonial videos:
- Client speaking directly to camera about their experience
- Keep it under 30 seconds
- Authentic beats polished
Image ads that work
Before/after transformations:
- Split screen format
- Include timeline (“12 weeks”)
- Add text overlay with approach (“No crash diets, just sustainable habits”)
Action shots:
- You training a client mid-workout
- Shows your hands-on approach
- Creates energy and excitement
Facility/equipment shots:
- Show your training environment
- Highlight what makes your space unique
- Works well for showcasing equipment
Ad copy that converts
Pain-point focused: “Tired of trying every diet and workout with zero results? Let’s build a plan that actually works for your body and lifestyle.”
Results focused: “Join 47 clients who’ve lost an average of 20 lbs in their first 3 months. Next spot opens Monday.”
Social proof focused: “Rated the #1 personal trainer in [City] on Google. See why over 100 clients trust their fitness journey with us.”
Objection-busting: “Think personal training is too expensive? Our packages start at just $30/session—less than you’d spend on takeout twice a week.”
Common Facebook Ads mistakes personal trainers make
Mistake #1: Targeting everyone
“I can help anyone” is not a targeting strategy. Narrow your audience to people who are most likely to buy.
Mistake #2: Giving up too soon
You need at least 50 leads before you can determine if an ad is working. That might take 1-2 weeks. Be patient.
Mistake #3: Not following up fast
Someone who submitted their info 3 hours ago is already cold. Follow up within 60 minutes, ideally within 15 minutes.
Mistake #4: Sending people to your homepage
Send them to a specific landing page about the offer in your ad. Don’t make them hunt for information.
Mistake #5: Focusing on reach and impressions
Vanity metrics are less important than actually making a return on your spend.
Mistake #6: Using bad photos
A grainy iPhone photo from 2018 isn’t going to cut it. Invest in decent photos or hire a photographer for a few hours.
Mistake #7: No clear call-to-action
“Check us out” isn’t a CTA. Tell people exactly what to do: “Book your free consultation today.”
Mistake #8: Running the same ad forever
Even good ads fatigue after 2-3 weeks. Refresh your creative regularly or your cost per lead will climb.
The truth about Facebook Ads for personal trainers
Here’s what nobody tells you: your first ad probably won’t be amazing. That’s okay. Facebook Ads is a skill you develop over time. The personal trainers crushing it with ads right now? They spent months learning what works.
The good news is that personal training is a perfect business for Facebook Ads. People are actively looking for trainers, the lifetime value of a client is high, and your service is easy to explain.
You don’t need to become a marketing expert. You just need to understand the basics, test consistently, and follow up fast when leads come in. Start small, track accurately and scale what works.The most important thing is to take action. Every day you wait is another day your competitors are running ads and signing up your ideal clients.
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