Achieving 5× ROAS and expanding to new outlet

Achieving 5× ROAS and expanding to new outlet

The client is Jing Shi, founder of Allset, a personal training business. Allset specializes in time-efficient personal training focused on healthy aging, with a strong emphasis on helping seniors improve strength safely and effectively. Their programs are tailored specifically for older adults, particularly those in their 60s and 70s who want to maintain or regain physical capability.

At the time of engagement, Allset was operating as a small business with a lean team, running sessions across multiple shared gym locations.

Before Working with IceCube

Jing Shi reached out to IceCube primarily due to inconsistent lead flow and uncertainty in scaling the business.

While the business was generating some leads, the volume and consistency were not sufficient to support growth. This made it difficult to plan key business decisions such as hiring new staff or expanding operations.

Another major concern was lead quality. From past experience, many inquiries were from individuals looking for free trials with no real intention to commit, resulting in wasted time and effort.

Additionally, without predictable marketing results, the business lacked clarity and confidence in planning its next stage of growth.

Prior to engaging IceCube, Jing Shi handled marketing internally through YouTube content, newsletter campaigns, and LinkedIn posts. These efforts generated some awareness and leads, but they were limited in scale and consistency.

Marketing efforts produced only a small number of leads, with inconsistent lead flow and low predictability in results. Lead quality was also an issue, with many prospects not being serious buyers. Overall, the results were insufficient to support business growth or long-term planning.

Jing Shi first discovered IceCube through Ted’s YouTube videos, which left a strong impression due to their structured and systematic approach to marketing. This resonated with how he wanted to approach his own craft in fitness.

Although he was not ready to invest in ads initially, he stayed in touch with the team (particularly Jax) for several years.

When he eventually decided to invest in paid marketing, IceCube was the natural choice due to the established trust built over time, alignment in thinking and approach, and positive prior interactions and communication.

Jing Shi continues working with IceCube because of:

  • Consistent delivery of high-quality leads
  • Ongoing strategic insights and optimization recommendations
  • Clear monthly reporting and performance reviews
  • Strong and responsive communication via:
  • Monthly calls
  • Daily WhatsApp discussions

IceCube functions not just as a marketing vendor, but as a strategic partner, helping guide business decisions and marketing direction.
He also trusts the team enough to recommend IceCube to other business owners

During the Work with IceCube

Several key highlights stood out during the engagement:

  • Clarity in positioning and messaging
  • IceCube helped distill the business into a clear, concise value proposition
  • Defined target audience, unique selling point, and key benefits
  • Summarized everything into a single, easy-to-understand framework
  • High lead quality
  • Majority of leads were ideal clients actively seeking their services
  • Overcoming seasonal challenges
  • Traditionally, December saw a drop in leads
  • With IceCube’s strategy, lead flow remained strong even during this period
  • Data-driven optimization

    • Regular insights on:

  • Keywords
  • Ad spend allocation
  • Campaign improvements
  • Strong collaboration and communication
  • Monthly strategy calls for performance review and planning
  • Daily WhatsApp communication for quick idea validation and feedback
  • Continuous experimentation and improvement
  • Campaigns were consistently refined based on data and insights

After Working with IceCube

Within the first few months of working with IceCube:

  • Achieved approximately 5x ROAS (Return on Ad Spend)
  • Generated over 100 qualified leads, resulting in more than 100 phone calls
  • Nearly all leads were highly relevant and aligned with their target audience (seniors seeking personal training)

Cost efficiency improved significantly:

  • Cost per lead was approximately 25% of the market rate

Conversion quality also improved:

  • Leads were actively searching for the service
  • High conversion potential due to strong niche positioning

Additional impact not fully reflected in numbers:

  • Significant referrals from existing clients, especially within senior communities

The improved marketing performance led to clear business growth and expansion:

  • Opened a new dedicated headquarters (HQ) location
  • Transitioned from shared gym spaces to a more permanent and scalable setup
  • Invested in specialized equipment to better serve clients
  • Improved ability to plan hiring (freelancers, full-time staff, interns)
  • Achieved faster and more structured business growth within 4–5 months The business also gained confidence in scaling due to predictable lead generation.

As a result, Jingzhi now views IceCube as a trusted long-term partner, actively recommends them to other service-based businesses, expresses strong satisfaction by rating them beyond a perfect score (“10, 11, maybe 12”), and continues to work with the team with confidence in future growth.

Want to find out the 5 critical elements in creating trust and overcoming skepticism over the internet?
And see how you can apply the same idea to your business?

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