Facebook ads for a permanent makeup studio
A Miami studio watched its return collapse after Facebook’s tracking changes. Bookings went from three to five a week back up to 10–14, at prices 20–30% higher.
Enrique, Permanent makeup studio. Recorded November 2021.
Enrique owns a permanent makeup studio in Miami offering eyebrows, lips and eyeliner, plus training courses. He had managed the ads himself successfully for a couple of years.
What broke it was the platform, not him. Facebook’s changes to pixels and tracking degraded what his campaigns could see, and his return on investment fell with it. Bookings dropped to three, four, five a week.
That period took out a lot of small advertisers, and the reason it was so hard to self-recover is that the fix was structural. The old setup was not underperforming, it had stopped being able to measure properly, and no amount of adjusting inside the old approach recovers that.
Bookings are now 10 to 14 a week. Alongside that they raised prices by 20 to 30 percent, and the volume held — the harder of the two results, because a price increase usually costs you some demand.
What he credits is local specificity. Miami does not behave like the rest of the US, and the work included understanding what clients there actually respond to rather than applying a generic beauty template.
For a local service business, the audience is small enough that generic creative gets found out quickly. Knowing the market is most of the advantage.
In Enrique’s words
“For a couple of years I was managing the ads on my own, but after facing challenges with changes in Facebook with respect to pixels and tracking, my return on investment started getting impacted negatively.”
“I was seeing just three, four, five bookings per week. Working with you, we’re seeing now 10 up to 14 bookings a week.”
“On top of that we did increase the price about 20, 30 percent, and you were still able to get the volume of bookings we were expecting. That was pretty remarkable.”
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