Facebook Ads Case Study
Key Metrics (KPIs):
Conversions (Website Form Fills/Messenger Leads)
The Problem
Arte Tattoo Studio initially faced financial challenges and considered canceling their Facebook Ads campaign. Despite being content with the website traffic generated by the initial campaign, they were dissatisfied with the number of bookings.
The Solution
In response to the client's concerns, we recommended a campaign pivot towards a Messenger Campaign, allowing potential customers to initiate conversations with the client. This approach enabled the client to share booking links or encourage conversions (form fills) by redirecting them to the appointment booking section of their website. The client expressed interest in trying both Messenger and Conversions simultaneously. We advised that to optimize both campaign types, a budget increase to $1,000 would be necessary. In an effort to assist the client during their financial difficulties and maintain a strong working relationship, we offered to comp the September billing.
The Methodology
After adjusting and increasing the budget, we allocated $700 to Conversions (Form Fill) and $300 to Messenger (Conversations), discontinuing the traffic campaign. Leveraging our expertise in Facebook targeting, we implemented a precise methodology to define the target audience based on user interests related to tattoos in the client's location, Gainesville, Georgia. We allowed the ads to undergo the learning phase and provided recommendations to enhance their effectiveness, which included the following:
- Request new content, such as video clips and video testimonials.
- Highlight "Happy Clients showing off how proud they are" to create a captivating mix.
- Consider a video tour of the studio, featuring an engaging host, keeping it short and engaging.
The Results
Arte Tattoo Studio exemplifies a successful campaign pivot that led to remarkable results. In the past 30 days, the client has garnered an impressive 128 leads, including form fills and messages. The ads achieved a substantial reach of 54,676 users, with an average cost per result of $7.55. Considering the client's cost per tattoo session, just one to two converted leads are enough to cover their Facebook budget. Any bookings beyond these two are pure profit for the client.
This case study highlights the effectiveness of adapting and refining advertising strategies to meet the client's specific goals and the importance of open communication and flexibility in maintaining long-term client relationships. Arte Tattoo Studio's success demonstrates the potential of Facebook Ads in driving results for businesses in the beauty industry.
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