Permanent makeup: 112 clients and 435% ROI in 4 months

About the project

Client: a permanent makeup studio. Core services: eyebrow design, lip permanent makeup, lash-line tattooing. Before the ads went live, the client attracted customers through word-of-mouth and organic Instagram reach — the flow was unstable: one week fully booked, the next almost empty.

Task

Build a predictable booking flow through targeted advertising on Facebook and Instagram. Target cost per lead — no more than $15.

Strategy

The permanent makeup audience is specific: women aged 23–45 with an interest in self-care and beauty treatments. I built a three-stage funnel:

• Cold audience — Lookalike 1–3% based on the existing client database + interest targeting (beauty, self-care, makeup)
• Warm — retargeting of Instagram profile visitors and users who engaged with posts
• Hot — retargeting of users who opened a lead form but did not submit it

What I did

• Installed and configured Facebook Pixel with Lead event tracking
• Developed a series of visual creatives: before/after work photos, procedure process videos, review screenshots
• Launched Lead Ads with pre-qualification: a question about the desired procedure immediately filtered out non-target leads
• Ran an A/B test of formats — before/after carousel vs. single image. The carousel won with a 34% higher CTR
• Updated audiences weekly and turned off burnt-out ads

Results over 4 months

• 112 new clients
• Ad investment: $1,217
• Profit: $6,511
• ROI: 435%

Conclusion

In the beauty niche, before/after visual content converts best of all — people need to see a real result before booking. A well-structured funnel turns a cold audience into loyal clients who come back on their own and refer friends.