MagicLook — beauty salon in the USA
Social Media Advertising
Beauty marketing in the USA: how to acquire clients for $33 in the permanent makeup niche
Client: MagicLook — a beauty salon in the USA specializing in premium permanent makeup and eyelash extension services.
Task:
Launch a stable flow of clients through Facebook and Instagram Ads. The main KPI — the cost of one final booking should not exceed $35. The priority at the start — permanent makeup (high ticket), later — eyelashes (high LTV).
Challenge:
The US market is characterized by a high cost per click and demanding clients regarding service. At the initial stage, we faced a technical problem: the client's website had a complicated registration form that "leaked" conversions. Additionally, the ads initially attracted many competitors and other specialists, which diluted the budget.
Solution:
1. Change of conversion vector: We abandoned the ineffective form on the website in favor of direct dialogues in Instagram Direct and Facebook Messenger. This allowed us to consult clients in real-time.
2. Audience optimization: We implemented an exclusion system, removing other salon owners and specialists from the displays. We focused solely on potential service consumers.
3. "Before/After" creatives: We bet on visual confirmation of expertise through photo collages of work. We tested various text formats — from concise bullet points to detailed descriptions of benefits.
4. Templates and offers: We developed scripts for automatic responses and added a special discount on comprehensive procedures, which stimulated quick bookings.
5. Working with LTV: We built a strategy so that initial engagement with expensive permanent makeup would eventually convert into regular visits for eyelash extensions.
Results:
- Cost per acquired client $33: We kept the KPI within the target ($35), which is a high result for the beauty market in the USA.
- 103 targeted inquiries: Received during the campaign period with a budget of $520.
- Cost per inquiry (lead) $5: We ensured a flow of requests at a very competitive price for the American region.
- Effective funnel in Direct: Thanks to the change in strategy and updating offers, we achieved stable conversion from inquiry to actual booking.
Client: MagicLook — a beauty salon in the USA specializing in premium permanent makeup and eyelash extension services.
Task:
Launch a stable flow of clients through Facebook and Instagram Ads. The main KPI — the cost of one final booking should not exceed $35. The priority at the start — permanent makeup (high ticket), later — eyelashes (high LTV).
Challenge:
The US market is characterized by a high cost per click and demanding clients regarding service. At the initial stage, we faced a technical problem: the client's website had a complicated registration form that "leaked" conversions. Additionally, the ads initially attracted many competitors and other specialists, which diluted the budget.
Solution:
1. Change of conversion vector: We abandoned the ineffective form on the website in favor of direct dialogues in Instagram Direct and Facebook Messenger. This allowed us to consult clients in real-time.
2. Audience optimization: We implemented an exclusion system, removing other salon owners and specialists from the displays. We focused solely on potential service consumers.
3. "Before/After" creatives: We bet on visual confirmation of expertise through photo collages of work. We tested various text formats — from concise bullet points to detailed descriptions of benefits.
4. Templates and offers: We developed scripts for automatic responses and added a special discount on comprehensive procedures, which stimulated quick bookings.
5. Working with LTV: We built a strategy so that initial engagement with expensive permanent makeup would eventually convert into regular visits for eyelash extensions.
Results:
- Cost per acquired client $33: We kept the KPI within the target ($35), which is a high result for the beauty market in the USA.
- 103 targeted inquiries: Received during the campaign period with a budget of $520.
- Cost per inquiry (lead) $5: We ensured a flow of requests at a very competitive price for the American region.
- Effective funnel in Direct: Thanks to the change in strategy and updating offers, we achieved stable conversion from inquiry to actual booking.