Chloe Wellness Lounge
Case Study: Boosting Bookings for Chloe Wellness Lounge with Targeted Meta Ads and Analytics
Website Design
Paid Ads (Meta and Google)
Social Media Management
Email Marketing
Content Creation
Website Design
Paid Ads (Meta and Google)
Social Media Management
Email Marketing
Content Marketing
Case Study
Project Overview
Client: Chloe Wellness Lounge
Industry: Wellness and self-care
Project Duration: Three Months
Industry: Wellness and self-care
Project Duration: Three Months
Platforms: Meta (Instagram, Facebook)
Project Management, scheduling and analytics: Notion, Slack, Meta Business Suite, Google tag manager.
Design: Figma, Adobe photoshop, Illustrator
Video editing : Capcut
Design: Figma, Adobe photoshop, Illustrator
Video editing : Capcut
Service Provided: Meta Paid Ad
Objective: This case study explores how I used Meta ads (Facebook and Instagram) and tracking tools to increase bookings and awareness for Chloe Wellness Lounge in Toronto.
Objective: This case study explores how I used Meta ads (Facebook and Instagram) and tracking tools to increase bookings and awareness for Chloe Wellness Lounge in Toronto.
Background & Challenges
Chloe Martin, a wellness influencer, opened Chloe Wellness Lounge to offer a relaxing space with spa treatments, Pilates, facials, and a cozy coffee bar. Chloe wanted to reach more people in Toronto who could benefit from her services and create a place where clients could truly unwind.
Limited Local Awareness: Despite her influence, Chloe found that awareness of her new wellness lounge was limited to her existing followers and wasn’t reaching a broader Toronto audience.
Challenge in Converting Followers to Clients: While Chloe had a strong social media following, many followers hadn’t yet become clients, creating a gap between interest and action.
Difficulty in Tracking Conversions: Without accurate tracking, Chloe couldn’t identify which promotions and efforts were leading to bookings, limiting her ability to optimize her marketing spend.
Why Meta Ads?
Meta ads offer precise targeting, robust tracking, and extensive reach, making them ideal for connecting with specific audiences and driving measurable results.
Reach and Targeting Capabilities: Meta ads offered precise targeting, allowing Chloe to reach wellness-focused users in Toronto who matched her ideal customer profile.
Visual Appeal for Wellness Services: Meta’s platforms (Facebook and Instagram) are highly visual, ideal for showcasing Chloe’s spa environment and services in a way that resonates with wellness-focused users.
Advanced Tracking with Meta Pixel and Conversion API: The Meta ad system provided tools to accurately track conversions and engagement, addressing Chloe’s need for detailed insights and enabling retargeting of users who showed interest but hadn’t yet booked.
Target Audience
Chloe's target audience consists of wellness-focused women seeking premium self-care experiences that combine luxury and tranquility.
Demographics: Women, ages 25-65, located in Toronto.
Interests: Wellness, fitness, beauty, self-care, and luxury experiences.
Custom Audience: Set up retargeting for users who visited the website but hadn’t booked, allowing us to re-engage potential clients through reminders and special offers.
SMART Goals for 3 Months
Specific, Measurable, Achievable, Relevant, Time-bound
Goal 1: Increase Instagram followers from 2,300 to 3,500 by the end of three months.
Strategy: Launch targeted Facebook and Instagram ad campaigns focusing on engaging carousel and reel ads with storytelling and follower CTAs.
Measurement: Track follower growth weekly through Meta Business Suite and use FB Conversion API via GTM to monitor interactions leading to follow actions.
Strategy: Launch targeted Facebook and Instagram ad campaigns focusing on engaging carousel and reel ads with storytelling and follower CTAs.
Measurement: Track follower growth weekly through Meta Business Suite and use FB Conversion API via GTM to monitor interactions leading to follow actions.
Goal 2: Increase website visits from Facebook and Instagram ads by 30% by the end of three months.
Strategy: Use ad formats with strong CTAs like “Learn More” or “Book Now,” directing users to a well-optimized landing page.
Measurement: Track visits and behavior
using GA4 and FB Conversion API, integrated via GTM, and retarget non-converters.
Strategy: Use ad formats with strong CTAs like “Learn More” or “Book Now,” directing users to a well-optimized landing page.
Measurement: Track visits and behavior
using GA4 and FB Conversion API, integrated via GTM, and retarget non-converters.
Goal3: Increase appointment bookings by 25% by the end of three months.
Strategy: Use retargeting ads with dynamic creatives showcasing personalized offers and testimonials, targeting users who visited the booking page but didn’t complete their appointment.
Measurement: Monitor booking conversions using GA4 and FB Conversion API, tracking the complete customer journey from ad interaction to confirmed appointment.
Strategy: Use retargeting ads with dynamic creatives showcasing personalized offers and testimonials, targeting users who visited the booking page but didn’t complete their appointment.
Measurement: Monitor booking conversions using GA4 and FB Conversion API, tracking the complete customer journey from ad interaction to confirmed appointment.
Contents
Ad DesignStatic Posts & Reels
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Strategy and Steps
Content Strategy, Influencer Collaboration, Engagement Initiatives, Workflow Management
1. Budget Planning
Monthly Ad Spend: $3,000 monthly, with 30% for initial testing and 70% focused on scaling the most effective ads.
Monthly Ad Spend: $3,000 monthly, with 30% for initial testing and 70% focused on scaling the most effective ads.
2. Ad Campaign Setup
Campaign Objective: Lead Generation, focused on increasing bookings.
Ad Structure:
Awareness Ads: Broadly targeted to introduce the lounge to Toronto residents.
Retargeting Ads: Focused on website visitors who didn’t book, showcasing testimonials and service highlights.
Conversion Ads: Targeted at high-intent users with a limited-time discount to encourage immediate bookings.
Ad Formats:
Static Image Ad: Highlighted the lounge’s serene environment with high-quality images.
Influencer Reel Ad: Featured an influencer’s experience, creating a personal, authentic view of the lounge.
Campaign Objective: Lead Generation, focused on increasing bookings.
Ad Structure:
Awareness Ads: Broadly targeted to introduce the lounge to Toronto residents.
Retargeting Ads: Focused on website visitors who didn’t book, showcasing testimonials and service highlights.
Conversion Ads: Targeted at high-intent users with a limited-time discount to encourage immediate bookings.
Ad Formats:
Static Image Ad: Highlighted the lounge’s serene environment with high-quality images.
Influencer Reel Ad: Featured an influencer’s experience, creating a personal, authentic view of the lounge.
3. Tracking with Facebook Conversion API and GA4
Combined Conversion API with GA4 to track actions like "Page View," "Lead," and "Booking," improving accuracy and enabling retargeting.
Combined Conversion API with GA4 to track actions like "Page View," "Lead," and "Booking," improving accuracy and enabling retargeting.
Results and Analysis
Achievements and Growth Analysis Over Three Months
Static Image vs. Influencer Reel Performance:
Click-Through Rate (CTR): Influencer reel ad had a 4% CTR, higher than the static image at 2.8%, showing greater engagement.
Cost Per Click (CPC): Influencer reel had a lower CPC of $0.70 versus $0.95 for the static image, making it more cost-effective for driving traffic.
Conversion Rate: Static image ad drove more direct bookings, while the influencer reel expanded reach by attracting new audiences.
Click-Through Rate (CTR): Influencer reel ad had a 4% CTR, higher than the static image at 2.8%, showing greater engagement.
Cost Per Click (CPC): Influencer reel had a lower CPC of $0.70 versus $0.95 for the static image, making it more cost-effective for driving traffic.
Conversion Rate: Static image ad drove more direct bookings, while the influencer reel expanded reach by attracting new audiences.
Key KPIs and Insights:
nCPA: Each booking averaged a $50 cost, helping us focus budget on the most cost-effective ads.
ROAS: The campaign achieved a ROAS of 3x, generating $3 in revenue for every dollar spent, with funds reallocated to high-ROAS ads.
AOV: Bookings averaged $120, with premium services emphasized to boost per-client revenue.
nCPA: Each booking averaged a $50 cost, helping us focus budget on the most cost-effective ads.
ROAS: The campaign achieved a ROAS of 3x, generating $3 in revenue for every dollar spent, with funds reallocated to high-ROAS ads.
AOV: Bookings averaged $120, with premium services emphasized to boost per-client revenue.
Next Step
Your Business Growth Can Mirror Chloe's SuccessChloe turned her wellness lounge into a go-to destination with the help of targeted Facebook and Instagram ads, bringing in more bookings and loyal clients. Ready to see how this can work for your business?
Send me a message or book a call today—let's turn your brand into the next success story.
