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Beauty and wellness Malaysia

Emma Lizs: Growing a Beauty Salon from 65 to 248 Trial Leads a Month with Meta Ads

Meta lead ads, Click-to-WhatsApp booking and Facebook and Instagram content for Emma Lizs, a holistic anti-ageing salon in Petaling Jaya and Subang Jaya, measured as booked facial trials that turn up rather than form fills.

The client

Emma Lizs is a holistic anti-ageing salon with outlets in Kota Damansara, Petaling Jaya, and SS17 Subang Jaya, built on its founder's 32 years in the beauty industry. New clients start with a RM 288 non-invasive anti-ageing facial trial, and the salon's customers are mostly working women and mature women aged 30 to 55 and above who live near an outlet.

The problem

At the start of 2025 the salon was getting about 65 trial leads a month from Meta, at RM 68.50 each. Only 38% of the people who booked actually turned up, so the trial fees collected returned just RM 1.40 for every RM 1.00 of ad spend — the ads were not paying for themselves before any long-term package sale.

What we did

  • Qualifying lead forms. Meta Instant Forms with three qualifier questions — age bracket, main skin concern and preferred outlet — so the salon's therapists spend their time on people ready to book.
  • Click-to-WhatsApp booking. A second campaign route that opens a WhatsApp chat with the outlet, for people who would rather arrange a consultation in conversation than fill in a form.
  • Radius targeting around each outlet. Audiences drawn from a 12 km radius of the Kota Damansara and SS17 outlets, aimed at working professionals and mature women.
  • Weekly creative pruning. Weak ad angles cut every week and the winners scaled — the strongest was the non-invasive, no-downtime positioning built on the founder's long experience.
  • WhatsApp nurture. An instant confirmation, a location pin, reminders 24 hours and 2 hours before the appointment, and a short video of the salon itself, so first-time visitors know what to expect before they arrive.
  • Social content management. Facebook and Instagram run on educational pillars — skin renewal, menopausal skin and inner wellness — plus founder-story posts, treatment reels for the Nano Perfector facial and peptide firming treatments, and unretouched client skin-texture posts.

What we delivered

  • 95+
    social posts and ad creatives produced in-house
    Carousels, treatment reels, product showcases and client review posts.
  • 12–15
    posts published a month
    Across Facebook and Instagram, on educational and founder-story content pillars.
  • 3
    qualifier questions on every lead form
    Age bracket, main skin concern and preferred outlet.
  • 24h + 2h
    WhatsApp appointment reminders
    Plus an instant confirmation and a location pin for the outlet.

Deliverable counts, supplied by shakalakaa. Not performance metrics.

Results (January 2025 – August 2026)

MetricBeforeAfter
Trial leads a month (RM 288 facial trial) 65 248 (3.8×)
Cost per qualified trial lead RM 68.50 RM 36.80 (−46%)
Booked-lead show-up rate 38.0% 64.2%
Front-end return on ad spend (trial payments collected) 1.4× 4.1×
Facebook and Instagram organic reach a month 47,000 148,000 (+215%)
Ad click-through rate — 3.85%
Social posts and ad creatives produced in-house — 95+

Sources: Meta Ads Manager (leads, cost per lead, click-through rate), the salon's booking CRM and reception logs (show-up rate), Meta Ads Manager revenue attribution checked against salon POS receipts (front-end return on ad spend, counting trial payments only, before any package or product sale), Meta Business Suite (organic reach) and creative production logs. Cost per lead is the client's Meta media cost divided by qualified leads; it is not shakalakaa's fee, which we do not publish. The trial price is Emma Lizs's own.

What this means for your anti-ageing salon

The plain-language version. Emma Lizs now gets nearly four times as many trial leads a month, each costing about half as much, and almost two in three of the people who book turn up instead of fewer than two in five. The trial payments alone now return RM 4.10 for every RM 1.00 of ad spend, so new-client acquisition pays for itself before a single package is sold.

What this says about shakalakaa: we run Meta Ads, WhatsApp follow-up and social media management as one system for businesses that sell an appointment, and measure it at the door, not at the form.

Related at shakalakaa: See our Meta Ads management or the pricing guide. Working with a large brand? See how we work with enterprise clients.

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