Laser hair removal: 167 clients and 426% ROI in 2 months

About the project

Client: a cosmetology salon with laser hair removal as its core service. The problem: masters were underbooked on weekdays and during the first half of the day. Seasonal discounts had not delivered a stable effect.

Task

Fill the masters' schedule during off-peak hours, reduce the cost of acquiring a new client, and build a foundation for repeat visits (a laser hair removal course consists of 6–8 sessions).

Strategy

Key insight: the laser hair removal audience makes decisions slowly — multiple touchpoints are required. I split campaigns by audience temperature and funnel stage.

What I did

• Set up detailed targeting for a female audience aged 18–45 with interests in beauty, body care and fitness
• Launched video ads demonstrating the procedure and featuring a client testimonial — to overcome fear of laser treatment
• Created a special offer for the first trial session — a low entry barrier for new clients
• Set up retargeting for users who watched more than 50% of the video — the hottest audience segment
• Set up automated Messenger messages for quick booking without extra steps

Results over 2 months

• 167 new clients
• Ad investment: $560
• Profit: $2,947
• ROI: 426%

Conclusion

A trial offer at a reduced price is a powerful tool for services with a long cycle (a 6–8 session course). A client who comes in for the first session is highly likely to book the full course. The cost of initial acquisition pays back 4–5 times over.