Crosscourt — Ad Account Analysis

Executive Summary

$1,853 spent. 98 leads. 3 purchases.

Crosscourt is a premium, member-driven basketball club in DTLA running three active campaigns across Facebook and Instagram. The lead generation campaign is performing well at $6.75/lead, but over half the total budget is draining into placements and demographics that produce zero conversions. Simple fixes can nearly triple lead volume without increasing spend.

30-Day Performance

$1,853

Total Spend

Leads Generated

$6.75

Cost Per Lead

387K

Impressions

163K

Reach

Purchases

Campaign Breakdown

Where the money goes

Campaign	Spend	Result	Key Metric	Verdict
Awareness	$523	11K video views	$0.047/view	Wasteful
Traffic	$669	1,722 LPVs	$0.39/LPV	Leaking
Lead Gen (Instant Form)	$662	98 leads	$6.75/lead	Strong

The awareness campaign produces zero leads and zero purchases. It generates video views at a low cost, but those views never enter the conversion funnel. $523/month with no measurable business outcome.

Placement Analysis

Instagram converts. Facebook doesn't.

Placement	Spend	Leads	CPL	Status
Instagram Stories	$541	67	$8.08	Winner
Instagram Reels	$240	18	$13.34	Good
Instagram Feed	$121	12	$10.09	Good
Facebook Marketplace	$492	0	—	Kill
Facebook Stories	$244	0	—	Kill
Facebook Reels	$86	0	—	Kill
Audience Network	$63	0	—	Kill
Facebook Feed	$43	1	$42.58	Kill

Every Facebook and Audience Network placement produces zero leads. Instagram Stories alone generates 68% of all leads. The Facebook spend overlaps with other waste (wrong age targeting, awareness campaign) — the combined impact is covered in the Issues section below.

Demographics

The sweet spot is males 18-34

Segment	Spend	Leads	CPL	Efficiency
Males 18-24	$237	24	$9.86	Strong
Males 25-34	$442	45	$9.82	Best
Males 35-44	$335	18	$18.60	OK
Males 45-54	$211	4	$52.66	Wasteful
Males 55-64	$184	0	—	Dead
Males 65+	$213	0	—	Dead
All Females	$217	6	$36.22	Low vol

Males 45+ are 7.8x more expensive per lead than 25-34. Males 55+ generated zero leads across $397 of spend. Much of this overlaps with the Facebook placement waste — the same ads hitting the wrong people on the wrong platforms. Tightening age to 18-39 eliminates the demographic side of the problem.

90-Day Funnel

The website is the real bottleneck

Tracking the full path from ad click to purchase over the last 90 days ($5,163 total spend):

Landing Page Views

4,871

100%

Checks Schedule

690

14.2%

Visits Sign Up

1.3%

Initiates Purchase

0.14%

Purchase Confirmed

0.06%

0.06% landing-page-to-purchase rate. Industry standard is 1-3%. 690 people check the schedule but only 64 visit signup — a 90% drop. Something between the schedule page and signup is killing conversion. This is the single highest-leverage fix available.

Creative Performance

What's working, what's not

Ad	Campaign	Spend	Leads	CPL
instantformvideo20	Lead Gen	$432	64	$6.74
no friction	Lead Gen	$57	11	$5.17
instantformstatic20	Lead Gen	$144	21	$6.86
Community	Lead Gen	$19	2	$9.43
awarenessvideo20	Awareness	$519	0	—
trafficvideo20	Traffic	$334	0	—
trafficstatic20	Traffic	$246	0	—

"no friction" is the best-performing ad at $5.17/lead but only has $57 of spend. It's being starved of budget. Meanwhile, awareness and traffic ads consume $1,098 with zero lead output.

What's Working

The strengths to build on

Lead gen cost is solid for premium LA fitness

$6.75/lead via instant forms is a strong number for a high-ticket membership club in Los Angeles. The creative is resonating.

Video content outperforms static

The main video ad drives 64 of 98 leads. Video clearly connects with this audience — the energy and vibe of the club translates well in motion.

Instagram Stories is the money placement

$541 spent → 67 leads. 68% of all leads come from one placement. The audience is Instagram-native and the vertical video format fits perfectly.

Core demographic is dialed in

Males 18-34 convert at ~$9.85/lead. The product-market fit signal is there — young men in LA who play basketball and want a premium experience.

Pixel is live and tracking the full funnel

Good implementation with custom conversions at every stage: landing → schedule check → signup → checkout → confirmed. This gives us the data we need to optimize.

Issues Found

~$1,000/mo in overlapping waste

We identified several issues that compound on each other. Because the same dollars often hit multiple problems at once (e.g., the awareness campaign is also serving Facebook Marketplace to 65-year-old males), the total recoverable waste is approximately $1,000/month — over half the budget. Here's how it breaks down:

Facebook placements produce zero leads across all campaigns

Facebook Marketplace ($492), Facebook Stories ($244), Facebook Reels ($86), and Audience Network ($63) combined: zero leads. Only Instagram converts. This is the single biggest drain — every dollar on Facebook is wasted regardless of which campaign it comes from.

Awareness campaign has no path to conversion

$523/mo producing 236K impressions but zero leads, zero purchases. Frequency is already at 2.6 — the same people seeing the same video on repeat. The video views never enter the conversion funnel because there's no retargeting set up to capture them. Much of this $523 is also being burned on Facebook placements (issue #1) and older demographics (issue #3).

Age targeting is wide open, bleeding budget on 45+

Males 55-64: $184 spent, zero leads. Males 65+: $213 spent, zero leads. Males 45-54: $211 spent, 4 leads at $52.66 each — 7.8x worse than the 25-34 bracket. These dollars overlap heavily with the Facebook placement waste above — the same ads are hitting the wrong people on the wrong platforms.

Traffic campaign optimizes for clicks, not conversions

$669 spent, 1,722 landing page views, zero leads, zero purchases. People click through and bounce. The campaign tells Facebook to find people who will click — not people who will sign up. Restructuring the optimization goal would make this spend productive without cutting it.

Website funnel drops 90% between schedule and signup

690 people checked the schedule over 90 days. Only 64 visited the signup page. That's a 90.7% drop at one step. Something on or between those pages is killing conversion — unclear CTA, friction in the signup flow, or pricing shock. Landing-page-to-purchase rate is 0.06% vs. 1-3% industry standard.

Highest-leverage fix across the entire account

No retargeting campaign for warm audiences

690 schedule-checkers and 4,871 landing page visitors over 90 days — all warm prospects — are never shown a follow-up ad. There is a "Retargeting" campaign in the account but it's been paused since July 2024. This is low-hanging fruit.

These issues overlap — the same dollars are often counted in multiple problems. For example, $200 spent showing awareness videos to 65+ males on Facebook Marketplace appears in the placement waste, the awareness waste, and the age waste. The de-duplicated total: approximately $1,000/month of the $1,853 budget is either wasted or severely underperforming.

Recommendations

Redirect ~$1,000/mo of waste into lead gen

Fixes 1-3 work together to recapture the overlapping waste identified above. Combined, they free up approximately $1,000/month — which gets redirected into the lead gen campaign and a new retargeting campaign that actually produce results.

FIX 1

Kill Facebook + Audience Network placements

Turn off Facebook Marketplace, Facebook Stories, Facebook Reels, Facebook Feed, and Audience Network across all campaigns. Move budget to Instagram Stories, Instagram Reels, and Instagram Feed only. This is the single highest-impact change — it eliminates the platform where zero leads come from.

FIX 2

Narrow age targeting to 18-39

Cap age at 39 (or 44 at most). Males 18-34 convert at $9.82/lead. Males 45+ convert at $52+ or not at all. This catches the demographic waste that Fix 1 doesn't fully eliminate — some 55+ spend is on Instagram too.

FIX 3

Pause awareness campaign, redirect to lead gen

The awareness campaign produces video views that never enter the funnel. Pause it and move the $523/mo budget to lead gen. If brand awareness is still a goal, build a custom audience of 50%+ video viewers from organic content and retarget them with the instant form ad instead.

Fixes 1-3 combined recapture ~$1,000/mo. These three issues overlap (the same dollars are often wasted on the wrong platform AND the wrong age group AND the wrong campaign). Applied together, they free up roughly $1,000 of the $1,853 monthly budget to be redirected into what's actually working.

FIX 4

Launch a retargeting campaign at $5-10/day

Create a retargeting audience of website visitors (schedule page, signup page) and video viewers (75%+). Serve them a compelling offer — free first session, limited-time promo. This audience is warm and converts at a fraction of cold traffic cost.

New low-cost lead source

FIX 5

Switch traffic campaign to conversion optimization

Change the Traffic campaign's optimization goal from "Landing Page Views" to the "First Timer Checks Schedule" or "Visited Sign Up Page" custom conversion event. Facebook's algorithm will then find people who actually take action, not just click and bounce.

Better traffic quality, same spend

FIX 6

Scale the winning ads

"no friction" is the best ad at $5.17/lead but only has $57 of spend — it's starved. "instantformvideo20" at $6.74/lead is the volume driver. Give both more budget and test 2-3 new video creatives in the same style to avoid creative fatigue.

More leads at proven CPL

Budget Reallocation

Same $62/day, nearly 3x the leads

Current

Awareness$16/day

Traffic$16/day

Lead Gen$16/day

Retargeting$0/day

~3 leads/day

→

Proposed

Awareness$0/day

Traffic (optimized)$8/day

Lead Gen (scaled)$45/day

Retargeting (new)$9/day

~8-10 leads/day

At the current $6.75 CPL, moving from $16/day to $45/day on lead gen with tighter targeting (Instagram-only, age 18-39) projects to 8-10 leads/day. That's nearly 3x the current volume without increasing total spend. The retargeting campaign provides additional low-cost conversions from warm audiences.

Next Steps

Longer-term opportunities

Fix the website conversion funnel

The schedule → signup drop (90.7%) is the single highest-leverage fix. Even doubling ad efficiency won't help if the website leaks. Audit the schedule page UX, simplify the signup flow, and consider removing friction between "check schedule" and "book a session."

Implement lead nurture for instant form leads

98 leads/month is solid, but what happens after the form? Automated SMS/email follow-up sequences can dramatically improve show rates for free sessions and tours.

Build lookalike audiences from existing members

Upload the current member list and build 1-3% lookalikes. This targets people who share characteristics with actual paying members — far higher intent than broad geo + Advantage Audience targeting.

Executive Summary

0.06% of visitors become paying customers. Industry standard is 1–3%.

The ad account is doing its job — 4,871 people landed on /landings/first-time in the last 90 days. The website lost 99.94% of them. That's 17–50x below benchmark. The ads aren't the bottleneck. The landing page is.

This analysis walks through exactly where visitors drop off, what's causing it, and the priority-ordered changes that will unlock conversions without spending another dollar on ads.

The Leak (90-Day Window)

Where visitors disappear

Every stage of the funnel bleeds. The schedule → signup step alone loses 90% of engaged visitors.

Landing Page Views

4,871

100%

Checks Schedule

690

14.2%

Visits Sign Up

1.3%

Initiates Purchase

0.14%

Purchase Confirmed

0.06%

The worst single drop: Check Schedule → Visit Sign Up 690 people looked at the schedule. Only 64 moved forward. That's 626 warm, interested visitors lost at a single step — almost always because the schedule page asks for commitment before answering basic questions (what is this, what does $20 include, what happens after).

Current State

What visitors see right now

A walkthrough of cross-court.com/landings/first-time as it renders today:

#	Section	What It Says / Does
1	Hero	"Experience Crosscourt" + sub-sub-headline: "Your $20 Premium Pickup gives access to any eligible session below"
2	Hero form	8 fields: First, Last, Email, Phone, Zipcode, Birthday Month, Day, Year
3	Benefit grid	6 icons: Improve skills · Meet people · Work on fitness · Unleash your baller · Friendly competition · Create confidence
4	Mission quote	"We just wanted a place to play basketball with no bullsh*t, no pretense & no pressure."
5	Reviews	5 Google reviews buried mid-page, no aggregate rating shown
6	Amenities	12 icons (Full Gym, Free Parking, Shooting Machine, Lockers, Recovery Zone, etc)
7	Second CTA	"Everyone's a baller" → GET STARTED button
8	"Who is Crosscourt for?"	~300 words of corporate copy ("Our members are Professionals in the game of life…")
9	Contact form	5-field "leave us a message" form at the bottom

Diagnosis

8 things killing conversion

01 · CRITICAL

The $20 offer is buried

"$20 Premium Pickup" is the entire reason people clicked the ad. It's in sub-sub-headline text. The H1 just says "Book Your Session." The price — the single most persuasive element on the page — is hidden.

02 · CRITICAL

8-field form above the fold

First, Last, Email, Phone, Zipcode, Birthday (M/D/Y). Every field past the basics is a leak on a cold first-visit. Name + email + phone is enough to capture the lead and nurture it — Zipcode and Birthday belong later in the flow, not at first contact.

03 · CRITICAL

"Book Your Session" without showing sessions

The primary CTA demands commitment before showing inventory. People want to see what's available tonight first. This is the likely cause of the 90% drop at the schedule page — visitors get there and hit a wall.

04 · HIGH

No video, no vibe

This is a basketball club. The pitch is the vibe: good hoops, music, jerseys, refs, no chaos. The page has one static pickup-game image. A 15-second looping hero video would out-convert every word of copy on the page.

05 · HIGH

Social proof is buried

5 Google reviews sit below the benefits grid. No aggregate rating shown ("4.9 · 200+ reviews"). First-time visitors see the form and feature icons before any proof this place is real.

06 · HIGH

"Who is Crosscourt for?" reads like a consulting deck

300 words of "Our members are Professionals in the game of life. They are ambitious and leverage Crosscourt…" — the exact opposite of the brand's own "no bullsh*t, no pretense" voice. It undermines the whole pitch.

07 · HIGH

Pricing model is unclear

$20 for what? Is it a membership? A drop-in? What happens after the first session — monthly fee, pay-per-session, something else? The page never answers. Sticker-shock and confusion at the schedule page is almost certainly why visitors bail.

08 · MED

Contact form at the bottom is wasted real estate

First-time paid traffic is not looking for customer support. That space should be FAQ — answering the 5 first-timer fears ("Do I need to be good? Do I need a team? What do I bring? Can I cancel? What's after the $20?"). Zero FAQ anywhere on the page.

Action Plan

The fix, priority-ordered

Changes ranked by expected conversion impact. P0–P2 alone should 8x the signup rate.

P0 Rewrite the hero

Lead with the offer, not the brand name. Replace the current hero with a clear, one-punch pitch and a single CTA that takes visitors to the schedule — the thing they actually want to see.

Proposed hero copy Headline: Your first pickup run in LA is $20.
Subhead: Refs. Music. Custom jerseys. 15 players max. Book a spot, show up, ball out — no membership required.
CTA: See tonight's sessions →
Background: 15-second looping video of game night (no audio).

P1 Cut the hero form from 8 fields to 3

Keep the lead-capture form above the fold — it's working for retargeting and email nurture. But slim it down to the only three fields that matter: Name, Email, Phone. Drop Zipcode and the entire Birthday (Month / Day / Year) block. Every extra field is a leak, and the birthday fields specifically are the worst offenders on a cold first-time visit — they feel intrusive and serve no first-session purpose.

New hero form Name · Email · Phone · [Get Started]
Collect zip and birthday later — during the actual session booking or on the welcome email. Not at first contact.

P1 Fix the schedule → signup page (the 90% drop)

The ad analysis flagged this as the worst single leak in the funnel. Each session card on the schedule should show everything a visitor needs to decide: time, skill level (Open / Advanced / Women's), spots remaining, $20 price right on the card, and one-tap "Claim Spot." Clicking opens a 3-field signup (name + phone + card) with Apple Pay / Google Pay as the primary payment option. No multi-page flow. No account creation before you know what you're buying.

P2 Social proof band directly under the hero

Single horizontal strip, always visible near the top:

"⭐ 4.9 · 200+ Google reviews" (aggregate rating pulled from Google)
3 rotating quote snippets from the existing reviews
If his Instagram is strong: a 6-tile IG feed embed — LA basketball culture is Instagram-native

Move the 5 full reviews higher up the page, not buried below the amenities.

P2 Replace the 300-word "Who is Crosscourt for?" block

It reads like a LinkedIn post. Cut it. Replace with three lines that actually sound like the brand:

You play pickup in LA. You want a better game — refs, skill-matched runs, no chaos. This is it.

P2 Add an FAQ above the contact form

Answer the five fears every first-timer has — these are the questions that kill the schedule → signup conversion:

Do I need to be good? No — Open sessions welcome all levels.
Do I need a team? No — most people come solo.
What do I bring? Shorts and sneakers. We provide the jersey.
Can I cancel? Yes — free up to 3 hours before.
What happens after the $20? Your call: membership from $X/mo, or stay drop-in at $25/session.

P3 Sticky mobile CTA

Persistent bottom-of-screen button on mobile: "Book tonight · $20". Paid traffic is mostly mobile — the CTA should never scroll off-screen. Tap target minimum 44px, big, bold, always visible.

P3 Turn retargeting back on

This is an ads fix, not a website fix, but it's free money. The ad analysis flagged a paused retargeting campaign — 4,871 warm landing-page visitors have not been shown a follow-up ad since July 2024. Even at $5–10/day, the warm-audience conversion should out-perform cold traffic 3–5x.

Expected Impact

What "fixed" looks like

Assuming P0–P2 changes ship and ad spend stays flat, here's the conservative projection:

Landing page → paid customer conversion rate

0.06%

Today

→

0.5%

Conservative

→

1–3%

Industry standard

Paying customers / 90 days (today)

~24

Projected at 0.5% (8x)

~50–150

Projected at industry standard

Additional ad spend required

The takeaway The Crosscourt ad account is already spending efficiently enough to drive thousands of qualified visitors every 90 days. The revenue leak isn't on the Facebook side — it's on the 30 seconds between landing page and payment confirmation. Fix those 30 seconds and the existing ad spend does 8–50x more work.