How We Built a Stable Flow of Leads for Running Training Through a Simple Offer and Proper Segmentation

Key challenges before launch

• there was no stable flow of customers
• leads came in irregularly
• there was no clear advertising system

The main difficulty was selling a non-obvious product to a cold audience, because running is not an “impulse purchase”.

Offer work

Instead of “running training”, we used: “Learn to run long distances safely”.

This turned the product from “classes” into the solution to a specific problem.

The result was lower fear, higher trust, and a clearer product proposition.

A simple funnel

Ads → website → lead.

The minimal number of steps helped prevent user drop-off and improve conversion.

Direction segmentation

We tested workout and running separately.

The narrow running offer delivered a much lower CPL thanks to clearer positioning.

Simple creatives

We used simple formats: the coach as the expert, a clear message, and a focus on the result.

This made it possible to test hypotheses quickly and find effective combinations.

Audience work

• broad audience
• sports interests
• beginners

This helped us identify the segments that responded best to the offer.

Scaling

After finding working combinations, we increased budgets and duplicated the effective campaigns.

This created a stable flow of leads.

Results

During the project, we generated 82 leads, 43,630 reach, and 102,553 impressions on a budget of ≈ $984.

By direction: Workout — 60 leads at ~$14.5 per lead. Running — 22 leads at ~$5.18 per lead.

Best CPL: ≈ $5.

The running direction performed better because the offer was much more specific.

Conclusion

In the sports niche, advertising works not through direct selling, but through removing barriers.

When the user understands that it is safe, accessible, and relevant to them, they are much more likely to leave a lead.

The key is the right offer and simple communication that addresses fears instead of merely describing the product.

What worked

• an offer that removes fear and barriers
• narrow segmentation instead of a universal approach
• a simple funnel without unnecessary steps
• fast creative testing