The Situation
Without pixel events firing correctly, Meta's algorithm had no signal to optimise against. It was showing ads to whoever was cheap to reach, not whoever was likely to book. Creative was lifestyle photography from the studio — beautiful, but with no CTA and no reason to click. The offer wasn't clear. The path to booking wasn't visible.
The Turning Point
When conversion tracking was set up correctly for the first time, it revealed that out of 3,400 landing page visits from ads in the previous month, only 12 had resulted in bookings — a 0.35% conversion rate. The scale of the opportunity was visible for the first time.
What We Did — And Why
We rebuilt everything. Pixel events tracking form submissions, phone clicks, and OpenTable bookings. Creative shifted to before/after treatment reels, 60-second treatment explainer videos, and patient testimonial carousels — formats that had demonstrated conversion superiority in the medspa category. Retargeting was structured across 5 audience tiers: cold lookalike, website visitors, post engagement, enquired but not booked, and lapsed clients.
Our Approach
- 1.Full pixel audit and conversion event setup tracking form submissions, phone calls, and online bookings
- 2.Creative overhaul: before/after videos, treatment explainer reels, and patient testimonial carousels
- 3.Retargeting architecture with 5 distinct audience tiers from awareness to reactivation
The Results
Within 4 months, ROAS reached 8.4x. Monthly bookings from paid social grew 220%. Cost per booking dropped from $320 to $94.
In Their Own Words
“Tracking is everything in paid media. Without it you're flying blind and congratulating yourself for the view.”