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)

Metric Before After
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 pages WhatsApp follow-up
Related at shakalakaa Meta Ads management how we work with enterprise clients

All case studies

FAQ

Frequently asked questions

What did shakalakaa do for Emma Lizs?
Ran Meta lead ads with qualifying forms and a Click-to-WhatsApp booking route, set up WhatsApp confirmations and reminders, and managed Facebook and Instagram content, producing 95+ posts and ad creatives in-house.

What were the results?
From January 2025 to August 2026: trial leads from 65 to 248 a month, cost per qualified lead from RM 68.50 to RM 36.80, show-up rate from 38.0% to 64.2%, and front-end return on ad spend from 1.4× to 4.1×.

Why did the show-up rate matter so much?
A salon earns nothing from a booking that does not arrive. Confirmations, reminders and a preview of the salon raised show-ups from 38.0% to 64.2%, which is most of why the trial fees now cover the ad spend.

Is the RM 36.80 cost per lead shakalakaa's fee?
No. It is the client's Meta media cost divided by qualified leads. shakalakaa does not publish its fees.
Let's talk

Want results like this for your own anti-ageing salon?

Book a free strategy call Chat on WhatsApp (opens in a new tab)