675 leads for a massage studio in the US

About the project

A small massage studio in the US: deep tissue massage, lymphatic drainage and foot massage. The ads were in English, for people in the studio's city and surrounding area. Before me, other specialists ran the ads, optimised for Instagram conversations. I joined on 19 June 2026, and this case study covers only my period.

What we had to keep in mind

• A new client needs a simple first step, or they'll put off booking.
• People choose a massage therapist they trust, so the ads need to show the therapist and their work.
• One city's audience is small, so creatives need refreshing.

From the start I gave people a clear next step: a short form right inside Instagram and Facebook and a special first-visit price. Leaving a request takes a few seconds.

Tatyana Richmann, Meta Ads specialist

Campaign setup

• Instant form leads. The main campaign since 22 June. Offer: a special first-visit price.
• One text, different visuals. A video with the therapist, a static image and videos about different types of massage. That way it's clear right away what catches people's attention.
• Profile visits. Massage Reels were shown to people who don't follow the studio yet, so they could get to know the therapist.

Audience. Adults in the city and surrounding area, within about 30 km (20 miles).

Offers and ad creatives

• A video with the therapist and the first-visit price. The main creative: 256 leads at $3.00, 38% of all leads.
• A static ad with the same text. 69 leads at $3.01, and in July 60 leads at $2.05. A static ad with a strong offer did as well as the video.
• A deep tissue massage Reel for profile visits: 2,057 visits at $0.15 and 72 new followers.
• A Reel about lymphatic drainage for tired legs. Launched in late September, it brought 42 followers for $51.45. There isn't much data yet, but it's a promising direction.

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

Launch and results

July was the best month: 259 leads at $2.61, with a daily budget of just $20. In August and September the cost per lead went up. In September the campaign didn't run for a week, and the best ads were off for 9 days after review, so September had the highest cost. October was a little cheaper.

Instant form leads by month

What else the data showed

• Almost 70% of leads came from women aged 45+, and their leads cost no more than average.
• No placement stood out sharply: Feed, Stories and Reels brought leads at similar costs. This means the creatives worked in every format.

Summary

• In 4 months: 675 instant form leads at $4.08.
• Best month, July: 259 leads at $2.61 on a $20 daily budget.
• 148 new followers from the profile visit ads.

A simple combination worked here: the therapist on camera, a clear first-visit price and a request in a couple of taps. And the profile Reels help people get to know the therapist before booking.

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 lead is an inquiry, not a paid booking: this case study has no booking data.