East Brisbane Pilot Results
The 2026 East Brisbane Facebook advertising pilot. Seven days, $91.43 spent, 14 Come & Try sign-ups.
Key numbers
| Metric | Predicted | Actual |
|---|---|---|
| Cost per lead | $17–$33 | $6.53 |
| Cost per click | $1.15–$2.10 | $0.25–$0.36 |
| Click-through rate | 1.4–2.0% | 4.16% (best ad) |
| Landing page conversion | ~2.6% (start) | 11.7% (after update) |
Every metric beat the prediction by three to five times. The hand-drawn "Miss Your Garden?" ink illustration outperformed every photograph.
What changed mid-campaign
A single landing page update during the campaign lifted conversion from 2.6% to 11.7%. This was the first weak link the pilot identified: the ad was working, but the page was losing people.
The campaign also revealed that 73% of sign-ups came from outside the five target postcodes. Facebook optimises for conversions, not boundaries. Future campaigns should plan for regional delivery, not club-by-club.
Daily performance logs
| Date | Report |
|---|---|
| 2 Mar | Early performance update |
| 3 Mar | Day 3 update |
| 4 Mar | Day 4 update |
| 5 Mar | Day 5 update |
| 6 Mar | Day 6 update |
| 7 Mar | Day 7 update |
| 8 Mar | Final day update |
Scaling projections
Based on pilot data: $20,000 Spend Projection
Conservative scenario: ~1,000 leads, 500–900 likely attendees. Even at the conservative end, the economics hold — a $300 annual membership pays back its acquisition cost many times over.
The original test plan
$1,000 Pilot Test Plan — what was planned before the campaign ran.
Related
- ← Marketing Your Club
- Paid Advertising Guide — what to do with these findings
- Come & Try: The Evidence — how the pilot connects to the in-person program