Most Martial Arts School Owners Find META Ads Hard

We’re diving deep into META ads with insights from a special guest and Facebook expert, Donovan Wint. If you are a martial arts school owner struggling to navigate the world of Facebook ads, this guide is for you. If you’re new here, we regularly host webinars on various digital marketing topics. These are free, so keep an eye on our webinar page for upcoming events.

Introduction to Donovan and The Goal of This Session

Who is Donovan Wint?

Hello everyone, my name is Donovan. I’m excited to take you through this step-by-step process to make Facebook ads easy for you. Many of you may have taken courses or watched free content online, but this session aims to simplify everything you need to know about Facebook ads, especially for martial arts school owners.

The Game Plan

By the end of this blog post, you’ll understand Facebook ads better, get more leads, and finally, stop feeling confused about Facebook ads!

Things You’ll Learn:

• How to run Facebook ads correctly

• How to get more leads on Facebook

• How to streamline your ad process for better results


Why Should You Listen to Donovan?

Before diving in, let me quickly introduce myself. My name is Donovan, and I run a company called Drow. We are martial arts growth partners, helping martial arts schools grow their classes primarily through Facebook advertising. Over the years, we’ve helped hundreds of schools add more members to their classes. I genuinely care about the martial arts industry and want to make it easy for schools to grow. Whether you pay us or not, I’m committed to providing valuable content to help you succeed.

Understanding META Ads

Two Key Disclaimers

1. When I say Facebook Ads, I mean META Ads. These are ads that run on both Facebook and Instagram.

2. This guide assumes you have already attempted to run some Facebook ads in the past.

By the end of this post, you will be equipped with a strategy that has taken us years to perfect.

The Four Components of a Facebook Ad

A Facebook ad consists of four main components:

1. Ad Copy—The text above the ad.

2. Creative—The image or video.

3. Headline—The text below the ad.

4. Call to Action—The button users click on when they are interested.

Which Component is the Most Important?

The creative part of your ad is the most crucial component. It’s the element that grabs attention and stops users from scrolling. Most of our time is spent testing new creatives.

Creative makes the biggest difference when it is changed. 90% of our time and energy is spent on testing new creatives.

Example: Harris from Physical Impact

Harris ran several ads with different creatives:

• Ads with video creatives achieved far better results compared to image ads. The cost per lead was significantly lower.


I am going to show you how we test creatives without wasting hours building ads...

Testing different creatives is essential. It can mean the difference between getting leads for £6.40 versus £3.75.

Setting Up Your Facebook Ad Step by Step

Choosing the Right Campaign

Campaign Type: Run Lead Campaigns to collect user details like name, email, and phone number.

Lead Forms: Keep people on the Facebook platform to collect their details. This is easier to manage and track compared to sending them to a website.

Key Components to Prepare

• Ad Copy: Simple and to the point.

Hey parents of [Location], this month your child can attend their first martial arts class for free! Click ‘Learn More’ to book your child’s class. We can help with [Benefits]. Parents of [Location] love how we teach martial arts. Don’t miss out!

  • Headline: Pick from
    • Boost your child’s confidence now!
    • Claim a free class today!
    • Why wait? Claim your child’s free class now!

  • Call to Action: Choose between “Sign Up” or “Learn More”.

  • Lead Form: Capture name, phone number, and email. Keep it simple and frictionless.

If you find you're getting too many leads, you can add additional questions to filter out time wasters.

Audience Targeting

• Target within a 5-6 kilometres radius

• Generally, target men and women aged 23 to 57.

Do not target further than the average person would travel.


Bringing It All Together

Once you have the ad copy, headline, call to action, lead form, and audience targeting, mix them all in the Facebook Ads Manager.

That's how we run facebook advert's that win!

With these components in place, you now need to focus on the creative.

Testing Creatives

You cannot guess what will work. Instead, you should:

1. Duplicate your ad four times to create four versions.

2. Use four different types of creatives—collage, images, NEST images, and video.

3. Allocate at least £5 per day for each ad.

Continuous Improvement

• Monitor the performance for 2-3 days.

• Keep the best-performing ad and turn off the others.

An ad’s true performance is measured over time, but initial results will give you a solid direction.

This strategy can reduce your cost per lead by half, meaning you could either spend half as much and get the same number of leads or maintain the same budget and double your leads.”

Beyond Just Leads

While getting leads is important, converting these leads into actual members is crucial.

Steps in the Conversion Funnel

1. Turn leads into conversations

2. Turn conversations into bookings

3. Ensure bookings show up for classes

4. Convert those who show up into paying members.

Utilise confirmations and reminders to increase show-up rates. Automation tools can be invaluable for managing communications.

Additional Resources

For more in-depth strategies, you can visit my YouTube channel which has a plethora of free content aimed at helping martial arts school owners run better ads, get better leads, and convert those leads into paying members.


The strategy shared in this blog post focuses on getting better results from your Facebook ads without spending a fortune or wasting time. Adhere to these steps, test your creatives meticulously, and you will see improvements in your ad performance.

For any additional help, feel free to reach out.

Let’s get those leads rolling in! Happy advertising!


Q: How often should you call or follow up on leads?

A: Follow up at least seven times through a combination of calls, texts, and emails.

Q: What’s the ideal duration for a video ad?

A: Test different lengths, but short, straight-to-the-point videos generally perform better.

Q: How much should you spend on ads per month?

A: Start with at least £5 per day per ad, then scale based on performance and budget.

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