1,949 WhatsApp inquiries for a massage studio in Israel

About the project

The studio offers classic and full-body massage, plus separate back, neck and shoulder massage. The ads were in Hebrew and shown only to people in the studio's city and nearby areas. Nobody had run ads in this account before me, so everything was built from scratch.

What we had to keep in mind

• All clients are from one city, so the audience is small and ads wear out quickly if the same thing keeps running.
• We didn't know in advance how people would prefer to get in touch: write on WhatsApp or fill in a form.
• Massage is chosen visually: people want to see the room, the therapist's hands and reviews before they write.

I don't guess what will work. First I launch several options on a small budget, look at the cost per inquiry, and only then add money where the results are better.

Tatyana Richmann, Meta Ads specialist

Campaign setup

In the first month we launched three directions at once to quickly learn what works in this city:

• WhatsApp conversations. The person taps the button and writes to the studio straight away.
• Leads through a short instant form right inside Instagram and Facebook, without going to a website.
• Low-cost video ads driving profile visits. This is a warm-up: people see the work and the atmosphere of the studio, and later write on their own.

Audience. Adults aged 35+, any gender. At first the city and nearby areas, from August only the city itself.

Placements. Feed, Stories and Reels on Instagram and Facebook.

Offers and ad creatives

The creatives talked about how people feel rather than about massage itself: fatigue, stress, tension in the back, neck and shoulders. What we made:

• A video of a session. It became the main creative: 1,732 conversations at ₪1.81.
• A collage video, “fatigue, stress, body tension” with shots of back, neck and foot massage. On WhatsApp it had the lowest cost per conversation among ads with meaningful volume, ₪1.41.
• A static ad with a first-visit price for new clients. A question about back and neck tension, with the price in large type. The best cost per form lead, ₪5.32.
• A video about relaxed shoulders and neck for profile visits: 6,189 visits at ₪0.07.

We don't show the original creatives: the client hasn't agreed to publish them.

Launch and results

For the first three weeks, form leads cost more than conversations. On 9 August the main budget moved to WhatsApp: someone with a sore back finds it easier to just write than to fill in a form. Once the cost per conversation held steady, the daily budget was raised in two steps, and in September new videos were added so the ads wouldn't get stale.

Conversations by month

Conversations were cheapest in August, ₪1.36. From September the budget grew, there were more conversations, and each one rose to about ₪2.

Before → After: a new offer in the instant form

Comparing like with like: form leads before and after the first-visit price for new clients was lowered and a new creative was made.

What else the data showed

• 96% of conversations came from men, even though gender wasn't restricted in the settings. Men aged 35–54 were the cheapest.
• Facebook Feed brought half of all conversations, at ₪1.56. In the Instagram Feed a conversation cost more, ₪2.51.

Summary

• In 3.5 months: 1,949 WhatsApp conversations at ₪1.82 and 106 instant form leads.
• Since August, more than 460 new conversations a month, with 716 in September.
• The cost per form lead fell by half after the offer for new clients changed.

The results came from a clear offer and a quick way to write. I only added budget where the cost per inquiry was already good.

Tatyana Richmann, Meta Ads specialist

The figures in this case study relate to a specific business, city and period. Results in another niche may differ. A conversation or a lead is an inquiry, not a paid booking: this case study has no booking data.