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91 Meta leads at $13 each — post-relocation rebuild from Clyde to Malvern East.
Illuminate Laser Emporium offers IPL skin rejuvenation, body sculpting and Emsculpt fat removal. When the studio moved from Clyde to Malvern East, the catchment shifted from outer-suburban to inner-east Melbourne — different demographic, different price sensitivity, different competitor set. The whole Meta strategy needed a rebuild.
Split the funnel into two very different offers — premium Emsculpt body sculpting ($166 trial) and value laser hair removal ($499 packages) — and let the audiences self-select.
Premium laser + beauty studio in Malvern East. IPL Skin Rejuvenation, Body Sculpting, Emsculpt fat removal, full-body laser hair removal (SHR). Luxury fit-out, credential-led positioning.
Old Clyde creative + audiences didn't translate to Malvern East. Lead flow dropped after the move. Two distinct service lines (body sculpting vs hair removal) were fighting for attention in the same campaigns.
Two parallel Meta campaigns — Cosmetic-Interest (Emsculpt $166 New Client Exclusive) and Hair Removal ($499 Summer Glow package). Separate creative, separate audiences, separate landing offers. Trial-led pricing to remove the trial-friction on both offers.
Emsculpt body sculpting ran on the Cosmetic-Interest side. Laser Hair Removal ran its own creative line. Same studio, two completely different conversion paths.
Body sculpting creative led with the no-sweat angle — "20,000+ muscle contractions in 30 minutes" — and anchored the offer with a $166 EMSculpt trial to drop the psychological barrier. New Client Exclusive positioning drove urgency.
Hair removal creative leaned on the value anchor — $499 package, limited-time framing, SHR (Super Hair Removal) technology callouts. Multiple angles: Luxe Laser Experience, Summer Glow, Smooth Hair-Free Skin, Feel Confident, Tired of Shaving.
Cosmetic-Interest campaign: 82 Meta leads at $13.50 CPL on $1,107.34 spend. Hair Removal campaign: 9 Meta leads at $12.20 CPL on $109.78 spend. Total 91 leads from ~$1,217 — both campaigns tracking consistent CPL below the beauty-industry $20-$30 benchmark.
Moving from outer suburbs to inner-east Melbourne meant rebuilding the funnel from scratch. Two campaigns, two creative lines, two audiences — both below industry CPL.
"When you run two very different services through one ad account, split the campaigns — don't let them fight for the same pixel."
Body sculpting buyers and laser hair removal buyers aren't the same audience. Price point, intent, demographic — all different. Running them as one campaign was muddying the Meta algorithm. Split them, give each its own creative ladder, and both funnels stabilised under $15 CPL.
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