All work
Case study

Naomi Nails

Meta ads for a New York nail salon: 489 messaging leads at $3.31 each in one of the most expensive markets.

Client
Naomi Nails NYC
Services
Naomi Nails

About the project

  • Client: Naomi Nails NYC, a nail salon in New York
  • Niche: beauty, nail services
  • Location: New York, USA
  • Goal: new clients and steady bookings for nail technicians at two levels, Junior and Senior
  • Channel: Meta ads (Instagram, Facebook, WhatsApp)

The challenge

The New York market is saturated: there are countless beauty salons, and clicks (CPC) and impressions (CPM) in the US are traditionally expensive. The key was to find combinations that deliver a steady flow of bookings for specific technicians at a reasonable price, without burning budget on expensive traffic that never books.

Strategy

We split the offers by technician level.

  1. Leads through messaging. Instead of sending traffic to a website, we ran campaigns with the "Messages" objective in Instagram Direct and WhatsApp. Booking through a chat is easier and more familiar, so the barrier for the client is lower.
  2. Different offers for different technicians, to fill the salon evenly:
    • a $45 manicure for bookings with Junior technicians;
    • a $70 manicure for bookings with experienced Senior technicians.
  3. A broad English-speaking audience. The main focus was English-speaking women in New York, the core paying audience. Narrow segments such as Russian-speaking expats were tested selectively, but most of the traffic went to the local market.
  4. Click-to-WhatsApp ads. In several campaigns these produced the cheapest leads.

Creatives

Results

The result is a stable, controllable lead-generation system that kept technicians at both levels busy.

  • Budget: $1,620
  • Reach: more than 70,000 people
  • Leads (conversations started): 489
  • Average cost per lead: $3.31, an outstanding result for the highly competitive US market
  • Tracked bookings: 18+. Ads Manager only counts people who completed a pixel event; the real number of clients who booked through Direct is several times higher.

Takeaways

Splitting the offers ($45 for Junior, $70 for Senior) spread the workload evenly across the salon and met the needs of different clients. Focusing on the English-speaking market with the "Messages" objective let us sidestep the expensive auction and give the salon a steady flow of bookings at a great price.