Description
This service covers 1 month of Meta ads management for Royal Brow Bar (@royalbrowbar_), a permanent makeup studio in New York offering microblading, nano brows and related PMU services.
The ads are for the studio services only. The training class is not being promoted.
Royal Brow Bar has been running boosted posts directly from Instagram, with results coming through. The aim now is to move from boosting to properly structured campaigns and increase the number of bookings.
Everything is kept inside Instagram. No campaigns are sent to a website.
The first week tests message campaigns, which are performing very well at the moment and have never had a fair test through boosted posts. During that week, profile visit activity is paused so the message results can be read cleanly. If messages do not bring in enough bookings, the account switches back to profile visit campaigns.
The audience is women aged 21 to 55 across Queens, the Bronx, New Jersey, Staten Island and Brooklyn. Around 70 per cent of bookings come from American and Hispanic clients, with the remainder Russian speaking, and both groups will be tested separately rather than lumped into one audience.
The first month is a testing month. The focus is on collecting clear data and working out which audiences, creatives and objectives have the strongest potential before anything is scaled.
Ads will be created and managed using the content and information provided by Royal Brow Bar.
What’s included
Review of all previous boosted posts and any campaigns run through Ads Manager
Meta ads strategy for the month based on current booking goals
Campaign setup inside Meta Ads Manager
Message campaigns tested properly in the first week, with profile visit activity paused so results can be read cleanly
Return to profile visit campaigns if messages do not perform
Audience research, creation and testing, including interest audiences, competitor audiences, lookalikes and retargeting
Separate testing for English speaking and Russian speaking audiences
Location testing across Queens, the Bronx, New Jersey, Staten Island and Brooklyn
Retargeting built from Instagram and Facebook engagement and video viewers
Creative testing across different angles and formats using the content provided
Use of existing client reviews and social proof within ads where appropriate
Ongoing checks of campaign performance
Optimisation of audiences, creatives, placements and budget distribution where needed
Controlled scaling from the best performing audiences and creatives where performance supports it
Recommendations on the Instagram profile where this is affecting ad performance
Monthly performance report covering what was spent, what came back and the plan for the month ahead
Updates during the month if anything urgent needs attention
What the client provides
Access to Meta Business Manager or the relevant ad account, with no password needed
Access to the connected Facebook Page and Instagram account
Confirmation of the main goal for the month
Current photos and videos, including before and after work
Reels and content that have already performed well organically
Any existing client reviews, testimonials or social proof
Service names, prices and descriptions
Confirmation of which services should be prioritised and any that should not be promoted
Confirmation of availability and how far ahead the diary is booked
Confirmation of who answers incoming messages and how quickly, since message campaigns depend on fast replies
Any important brand rules or wording preferences
Important notes
The fee covers the Meta ads management service only.
The fee is flat and does not increase as ad spend increases.
The ad budget is not included in this price and is paid directly to Meta.
Preparation of the ad account takes 3 working days from the point access is given, after which campaigns can launch.
All campaigns run on Instagram. No traffic is sent to a website, so results are measured on messages, profile visits and the activity that follows.
Because bookings are completed outside Meta, the number of bookings will be matched against the diary rather than read straight from Ads Manager.
The first month is a testing month, so the focus is on finding the strongest audiences, creatives and campaign structure before scaling.
Scaling will only be recommended where the campaign has enough data and the performance supports it.
Ad performance depends on the quality of the content provided, the Instagram profile, audience response, Meta’s delivery system, demand, pricing, availability in the diary, how quickly messages are answered, and the available budget.
There is no guaranteed number of bookings, messages, clicks, followers or results, but the campaigns will be monitored and optimised throughout the month to improve performance.
Contracts and continuation
There are no long-term contracts and no lock-in.
This is a month-to-month service.
The fee is invoiced at the start of each month.
At the end of each month, we review campaign performance and decide whether to continue working together.
If work ends, the account, campaigns, audiences and data remain with Royal Brow Bar.