Are your ad campaigns stuck in 2023? In this episode of Profit Made Simple, Dan Henderson is joined by media buyer and fitness marketing expert Bec Anderson to break down the biggest Meta Ads changes every fitness business owner needs to know in 2025. With over 17 years in the fitness industry and 8 years in the digital ads space, Bec unpacks how Meta's push towards AI, Advantage+ campaigns, and video-first creative is transforming the way we attract leads online.

From autofill pitfalls to OTP-protected lead forms, Bec explains why quality leads now matter more than ever—and how you can get them. Dan and Bec also dive into how to calculate your real cost per acquisition (CAC), the role of strong creative in a competitive digital space, and the biggest misconceptions that are costing fitness businesses thousands in wasted ad spend.

This episode is your step-by-step guide to running high-performing campaigns that convert, without burning cash or time.

Our favourite quotable moments:

“It's not good enough to throw up any old ads and expect it to work.” – Bec Anderson

“You can't mess around with your marketing. It's the first impression people have of your business.” – Bec Anderson

“If you're still running ads like we were in 2023, you're already behind.” – Bec Anderson

Resources:

Dan Henderson - Website, Instagram, Facebook and YouTube

About Bec:

Bec Anderson is a fitness industry veteran and Meta Ads specialist who works with over 60 clients globally, helping fitness businesses generate quality leads through smart digital marketing strategies.

About Dan:

Dan Henderson, founder of Fitness Profit, is a coach and business consultant who helps fitness owners achieve more freedom, impact, and income. With over a decade of experience in the industry, Dan is a well-respected leader, owning two successful businesses within the space: Fitness Profit and Australia's largest fitness conference, Filex. As a published author and entrepreneur, Dan shares his knowledge on the Profit Made Simple podcast, where he interviews industry experts and offers practical advice for growing your fitness business, building your brand, and achieving your goals. Join Dan each week and take your fitness business to new heights with Profit Made Simple.

Related:

meta ads, digital marketing, AI, lead generation, customer acquisition, video ads, fitness business, advertising strategy, CAC, LTV, ad creatives