Why Facebook Ads Matter: The Hidden Impact on Website Leads
No one wants to lose 70% of their leads. But what if I told you that simply turning off Facebook Ads could cause exactly that? And if you're not using them yet, you might be leaving a massive amount of leads on the table. Based on our data, you could be missing out on a 324% increase in leads—in other words, turning on Facebook Ads correctly can more than triple your lead volume.
What happens next? You expect the Facebook-generated leads to stop—but what about your website leads? They should continue as normal, right?
Not quite.
In our analysis of a real martial arts school’s data, we saw that turning off Facebook Lead Ads didn’t just stop ad leads—it caused a steep drop in website inquiries too. When the ads were off, website leads fell to a trickle. When ads were turned back on, website inquiries shot up again.
Let’s break down what happened and why this matters for martial arts schools and local businesses.
Facebook (Meta) Ads Data: Website Leads & Conversions
We tracked all incoming leads (both Facebook and website contact forms) before, during, and after the ads were paused. The key points:
Before the ads were turned off: The website received about 3-4 inquiries per day.
When ads were off: Website leads dropped to 1 every other day (0.5 per day).
When ads were turned back on: Website leads climbed back to 3-4 per day.
That’s a 70% drop when ads were turned off and a 324% increase when they were turned back on.
📊 Here’s the change in lead volume over time:
The results were clear: Facebook Lead Ads don’t just generate direct leads—they fuel website traffic and conversions in unexpected ways.
Why Does Stopping Facebook Ads Hurt Your Marketing Efforts?
At first, this drop in website leads might seem puzzling. After all, Facebook Lead Ads weren’t even directing users to the website. Instead, the ads used a form inside Facebook—so there was no direct website traffic being lost when they were turned off.
So why did website inquiries drop when the ads stopped?
1. The Brand Awareness Effect
Even if users weren’t clicking directly to the website from the ads, they were seeing the brand repeatedly in their news feeds. That awareness stayed with them. When they later decided to look for a martial arts school, they searched for the business organically.
2. The Facebook Page as a Bridge
Instead of filling out the ad form, many users visited the Facebook Business Page first. From there, they clicked the website link and filled out the contact form.
With the ads off, fewer people were discovering the Facebook Page, which meant fewer website visits.
3. The “Online to Offline” Marketing Ripple Effect
This pattern is not unique to martial arts schools. Many local businesses—gyms, salons, restaurants—see a cross-channel impact when ads are running. The ads drive awareness, increase social proof, and reinforce other marketing efforts. Even word-of-mouth referrals perform better when an ad campaign keeps a brand top-of-mind.
What This Means for Your Martial Arts School or Local Business Marketing & Sales
The biggest takeaway? Turning off Facebook Ads isn’t just about losing direct ad leads—you could be cutting off organic growth too.
For martial arts schools, this effect is even stronger because parents and students choose based on trust, credibility, and local reputation. The Facebook Ads kept the school visible in the community, which led to more organic website traffic and inquiries.
So, if you’re thinking about turning off your Facebook Ads, ask yourself:
How much of your organic growth is quietly fueled by paid visibility?
Are website and referral leads benefiting from brand awareness built through ads?
Are you maintaining an active presence in local Facebook groups to maximize exposure?
My Perspective as a Martial Artist & Marketer
Having trained in martial arts myself, I know that student enrollment isn’t just about great classes—it’s about visibility and trust. Parents don’t just sign their kids up based on a single ad. They research, visit your website, check reviews, and ask other parents.
With over 20 years of experience in digital marketing, I’ve helped businesses (including martial arts schools) scale using paid ads, SEO, SMO, and conversion optimization. What we saw in this study is something I’ve experienced repeatedly: multi-channel marketing works best when paid and organic efforts complement each other.
Final Takeaways: What You Should Do Next
Keep Facebook Ads Running for Brand Awareness – Even if you’re not seeing direct website clicks, ads influence discovery and lead flow in indirect ways.
Optimize Your Facebook Business Page – Many users check your page before your website. Make sure it’s engaging, up-to-date, and packed with social proof.
Engage in Local Facebook Groups – This martial arts school is active in community groups, increasing its visibility beyond just paid ads.
Track More Than Just Ad Conversions – If you only measure direct ad leads, you might miss how ads impact organic growth.