A brand-new nail studio opened with no search presence, no email list, and a fresh social page. The brief was simple: fill the calendar quickly, prove paid acquisition works, and keep cost per booking low enough to scale.

We shipped a same-week Meta setup with click-to-message as the conversion—because new studios convert better in DMs than on cold booking forms. Targeting focused on a 3–5 mile radius, women 18–45 with beauty/nail interest clusters, plus warm retargeting on page engagers.

Creatives were UGC-style: close-ups of hands, gel overlay clips, short ASMR-style shots, and one simple first-time offer. We ran 8–10 variations from day one to learn fast.

• Appointments (Sessions): 44 → 57 → 56 → 74

Growth from first to latest period: +68% (44 → 74).

• Revenue: $4,594 → $5,129 → $6,466 → $9,260

Revenue doubled across the run (+102%).

• ROI: 648% → 1,439% → 1,735% → 2,502%

That’s ~6.5× to 25× return as the system matured.

As the calendar filled, revenue tracked up from $4,594 to $9,260 across the period shown. Return on investment moved from ~6.5× (648%) in the early phase to ~25× (2,502%) once the winners carried the budget.

That lift came from three levers working together: very low lead cost ($5–$7), frictionless DM booking, and creative that actually holds attention.