How to Win with Meta Ads in 2026 (Part 2): Creative, Targeting & What’s Actually Working

In part one of this series, we broke down the foundation of winning Meta ad campaigns in 2026:

• Your offer
• Your numbers
• And how to build a campaign that actually makes money

Now in part two, we go deeper into what most people think matters most:

The ads themselves.

The creative, targeting and setup.

And this is where most fitness business owners get it wrong.

Because while these elements are important, they only work when built on a solid foundation.

In this episode, I sat down again with Bec Anderson to unpack exactly what’s working right now on Meta and more importantly, what’s no longer working.

Let’s dive in.

Let’s clear something up.

Creative is not the most important part of your campaign.

But it is critical.

Because even with a great offer, if your ad doesn’t stop the scroll, nothing else matters.

And this is where we’ve seen a massive shift.

The biggest change?

Polished is out and native is in.

Your ads need to look like they belong on the platform.

Not like an ad.

That means:

• no overproduced videos
• no corporate-style branding
• no stock footage
• no ‘perfect’ models

Instead, what works best is:

Real people. Real environments. Real content.

Content that feels like it was created by a normal person, because it was.

And the good news?

This levels the playing field massively.

Because now your ‘production studio’ is simply:

• your phone
• a basic mic
• a tripod

That’s it.

If there’s one style of content dominating right now, it’s this:

User Generated Content (UGC)

This is:

• selfie-style videos
• raw gym footage
• real members training
• behind-the-scenes content

Why does it work so well?

Because it builds trust instantly.

People see themselves in it.

It doesn’t feel like marketing.

It feels real.

If you’re still relying on static images alone, you’re already behind.

Every high-performing campaign right now includes:

Video.

And not just any video.

Simple, direct, human video.

According to Bec:

“Every ad that has a video will outperform everything else.”

That’s a bold statement but it’s backed by what we’re seeing across hundreds of accounts.

One of the most practical frameworks shared in this episode was this:

Every campaign should include 4 types of creative.

1. The VSL (Video Sales Letter)

This is your most important asset.

It’s simply:

• you
• talking to camera
• explaining who you help and how

No fluff or overthinking. Just clear communication.

What makes this even more powerful is using a local landmark.

For example:

• filming outside a well-known café
• a local beach
• a train station
• a recognisable street

This creates instant familiarity.

It stops the scroll because people think:

‘That’s near me.’

2. VSL with B-Roll

This builds on your VSL by adding:

• footage of your gym
• people training
• community moments

It allows people to:

• connect with you
• see the environment
• visualise themselves there

Think of it as:

‘Here’s who we are and here’s what it looks like.’

3. UGC Image (Community-Based)

This is a simple image:

• real members
• real environment
• genuine energy

The best-performing ones usually show:

• small group training
• people smiling
• community vibe

And importantly:

People that look like your target audience.

4. Text-Based Image

Yes, these still work.

Even though people think they’re outdated.

Simple formats like:

• black background
• bold text
• high contrast colours (especially pink for female audiences)

They still grab attention because they’re clear and direct.

Once you have the creative, the next step is:

Your hook.

This applies to:

• your headline
• your opening line
• your first 3 seconds of video

And here’s the big shift:

Specific wins and generic loses.

The more specific you are, the better your results.

Examples that are working right now:

• Over 35 strength programs
• Menopause programs
• Mums and bubs
• Youth development
• Over 60s fitness

These are what we call:

Blue ocean markets.

Less competition, more relevance and better results.

Generic offers like: 28 Day Kickstart are fading fast.

Another interesting shift:

Long-form copy is outperforming short-form.

Why?

Because attention isn’t just about grabbing it.

It’s about holding it.

If someone reads your full ad, you’ve already built:

• trust
• authority
• connection

And that dramatically increases the chance they’ll click.

The key is simple:

Speak directly to their pain points.

Make it feel like:

‘This ad is about me.’

We’re strong advocates of lead form ads.

Not because landing pages don’t work.

But because lead forms offer more control and better data capture.

With lead forms, you can:

• capture name, email, phone number
• build your database
• follow up even if they don’t buy immediately

Whereas with a landing page:

If they bounce, they’re gone.

Meta has added some powerful features here.

To improve lead quality:

1. Use higher intent forms

This requires users to confirm their details before submitting.

2. Add qualifying questions

• multiple choice
• short answer

3. Use SMS verification

A one-time password ensures real contact details.

4. Use rich creative

You can now add:

• more images
• testimonials
• reviews
• additional copy

This turns your lead form into a mini landing page.

Here’s the simplified version.

What to do:

• set your location (within ~12 minutes of your gym)
• set your age range
• set your gender (if relevant)

What NOT to do:

• don’t use interest targeting
• don’t over-segment
• don’t overcomplicate

Meta is better at finding behaviour-based audiences than we are.

There is no fixed number.

Your budget depends on:

• your cost to acquire a client
• your lifetime client value
• how many clients you want
• how fast you want to grow

And one more important factor:

Capacity.

Because one of the biggest problems we see is:

Too many leads.

Not enough systems to handle them.

If you’re starting from scratch, keep it simple.

Here’s the blueprint:

• Start with a 28-day paid offer
• Create 4 strong creatives
• Use video (non-negotiable)
• Set up a high-quality lead form
• Choose ‘maximise conversion leads’
• Keep targeting simple
• Follow up relentlessly

Do that well, and you’re ahead of 90% of fitness businesses already.

Meta ads in 2026 are not harder.

They’re just different.

The businesses winning right now are not the ones doing more.

They’re the ones doing the right things better.

• Better offers
• Better targeting
• Better creative
• Better follow-up

Get that right, and you won’t just generate leads.

You’ll build a system that consistently grows your business.