THE LEDGER
> tail -f ledger.log — our own book, receipts attached. Sensitive rows redacted.
Q3 2026 target board — own book
LEDGER — Q3 2026 / OWN BOOK / META + GOOGLE
| supplements · lead gen CPL | $38.20 vs $57.10 Meta fitness median [TARGET] |
| coaching · high-ticket CPL | $52.00 vs $62.80 Google H&F bench [TARGET] |
| eComm ROAS · supplements | 4.6x vs 3.8–5.9x strong-retention band [TARGET] |
| eComm ROAS · equipment | 3.6x vs 2.4–3.9x band [TARGET] |
| gym lead → member CVR | 18% vs 12–15% bench, top gyms 20% [TARGET] |
| Meta on-platform CVR | 15.5% vs 14.29% fitness avg — highest of any industry [TARGET] |
Targets set against verified 2025–26 public benchmarks (WordStream, Superads, Foundry CRO, 97 Display, Madgicx). [TARGET] flips to [HIT] or [MISS] as campaigns close — both get posted. Misses are receipts too.
Why this page exists
Everyone claims results. Screenshots of a real book are the only claim that costs something to fake. This page is the whole pitch: numbers, benchmarks, and what died along the way.
State of Fitness Advertising
Quarterly report. What CPL actually did, which formats decayed, what Meta's health-vertical restrictions broke this quarter. First issue in progress.
> Q3 2026 — [COMPILING]