Targeted ads for sports schools: reaching parents around your gym.
A club is chosen within 15–20 minutes of home or the child's school. We show Instagram and Facebook ads to parents within that radius, with training videos and a trial session offer, route inquiries to WhatsApp and the CRM and calculate what a student with a membership costs you.
Targeted ads in sports work on parents, not children. Meta and TikTok restrict targeting of minors, and the decision and payment are the adult's anyway. So the audience is parents aged 25–45 with children of the right age who live or work near the branch. For teen groups, the creative has to make sense to both the teenager and the parent.
Short vertical videos from real training sessions work best: the coach, the gym, kids training. The offer is a free or low-cost trial session, a beginners' group, a summer camp. The inquiry goes to WhatsApp or a lead form and straight into the CRM, otherwise only a small share will reach the trial.
Ads are seasonal: the main budget runs from mid-August to the end of September and in January, in summer — for camps and intensives. The rest of the time campaigns run on retargeting and narrow audiences for groups with free spots.
What managing a club's targeted ads includes.
A 2–5 km radius around each gym and near schools, separate ad sets by branch and district.
Parents of children of the right age, sport and family interests, lookalikes from the CRM student base, excluding current students.
Scripts for short training videos with coaches and kids, banners with schedule and price; filming only with parental consent.
Free or trial session, beginners' group, family discount — we test 2–3 offers and keep the best.
A short «child's age, branch, preferred days» form or a WhatsApp button; the inquiry goes straight to the CRM tagged with the campaign.
A month-by-month media plan: enrollment in August–September and January, camps in summer, retargeting and filling gaps the rest of the year.
For those who watched a video, visited the site or messaged but didn't book; a separate campaign for lapsed students.
Not just cost per inquiry, but cost per trial attendee and per membership buyer — from CRM data, weekly.
Campaign structure.
- Campaign «Little ones»: football, gymnastics, swimming 3–7 years, parents 25–40
- Campaign «Schoolchildren»: martial arts, football, tennis 7–12 years
- Campaign «Teens»: boxing, MMA, swimming 13–17, creatives for parent and teen
- Campaign «Camps and training camps»: summer, student base and lookalike
- Separate ad sets by branch and radius
- Retargeting: website, Instagram, video views 50%+
- Lookalike from CRM students with a membership
- Campaign to fill a specific group
- TikTok test for teen sports
Will ads pay off for a small club.
Targeted ad management starts at ₸150,000 per month plus an ad budget from ₸200,000. For a club with one gym and three or four groups, this may exceed the cost of attracting all its students for the season. We honestly calculate this before launch: how many free spots there are, what a membership costs, how many months a student trains on average.
If the numbers don't add up, we start elsewhere: 2GIS listings, a landing page with the schedule and a one-time campaign setup for ₸150,000 that your administrator runs during enrollment season following our instructions. Full management makes sense for schools with several branches, camps and regular enrollment.
What is off-limits in ads for kids' clubs.
- Targeting children — Meta and TikTok restrict settings for audiences under 18; we advertise to parents.
- Photos and videos of children — only with parental consent; a child's face in an ad without consent risks complaints and account blocks.
- Promising results — «a champion in a year», «guaranteed rank» get rejected by moderation and undermine trust.
- Medical claims — «we'll fix posture», «we'll cure flat feet» count as medical claims; we phrase it as the benefit of training, not treatment.
- Personal data — a lead form with consent to data processing, inquiries stored in the CRM, not in a coach's chats.
What drives the price of management.
Targeted ad management for one school on one platform in one city — ₸150,000–₸250,000 per month; two platforms, several branches or ads in two languages — ₸250,000–₸400,000. The ad budget is paid separately, at least ₸200,000 per month, during enrollment season in Almaty — from ₸250,000–₸400,000. Setup is included in the first month; a one-time setup without management — ₸150,000.
Filming training videos — separate estimate. General terms — on the targeted advertising page.
The short version.
How much do targeted ads for a sports club cost?
Management — from ₸150,000 per month, ad budget separately from ₸200,000. One-time setup without management — ₸150,000.
Can ads be shown to children and teens?
Platforms restrict targeting of minors, so the main audience is parents. For teen groups we make creatives that work for both the parent and the teen.
When should ads be launched?
Main enrollment — mid-August to end of September, second wave — January, summer — camps. The rest of the time — retargeting and campaigns to fill groups.
What about inquiries that didn't come to the trial?
Confirmation and a reminder on WhatsApp from the CRM, one-tap rescheduling, a repeat invitation a week later. Without this a large share of inquiries is lost.
Who films the ad videos?
We can provide scripts for the coach to film on a phone or arrange a shoot under a separate estimate. We only film children whose parents have consented.
Same service for other industries
Need to fill groups for the season? Describe your branches and sports — we'll propose campaigns and a budget.
Tell us which groups have free spots, what a membership costs and where your branches are. We'll reply with a media plan and estimate within 1–2 business days.