Mobile massage | META Ads Setup & Management / US
The client, Molfars, is a mobile massage service provider operating in Las Vegas. The company employs 10-12 certified professionals and focuses on delivering high-quality massage services directly to clients at their home, hotel, or office.
Solution
A segmented approach was developed to target different user groups on Facebook and Instagram. The strategy involved creating distinct audience segments based on their likely reason for being in Las Vegas and their potential need for a massage service.
Three primary audience segments were defined:
- Tourists: This core segment targeted individuals physically present in specific Las Vegas zip codes, suggesting they are visitors.
- Office Workers: This segment aimed to reach local professionals who might need to de-stress after work.
- Retargeting: This segment was designed to re-engage users who had previously visited the client’s website, indicating prior interest.
The targeting settings were configured as follows:
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- Segment 1: Tourists
- Location: United States: Las Vegas (ZIP codes 89104, 89101) and Spring Valley (ZIP code 89109), Nevada.
- Age: 35 – 60.
- Language: English (All).
- Interests: Beauty salons, Day spa, Spas, Health & wellness, Stone massage, or Thai Massage.
- Segment 1: Tourists
- Segment 2: Office Workers
- Location: United States: Las Vegas.
- Age: 35 — 60.
- Language: English (All).
- Interests: A combination of general wellness interests (Beauty salons, Day spa, Spas, etc.) AND specific professional job titles (e.g., Contract Manager, Office Assistant, Software Programmer, IT Project Manager, Marketing Manager).
- Segment 3: Retargeting
- Audience: People who have visited the website.
This multi-segment structure allowed for tailored ad creatives and messaging for each audience, maximizing relevance and the potential for conversion.
Work Process
The campaign utilized Facebook’s and Instagram’s Lead Generation objective across all segments, using native lead forms to capture user information directly on the platforms. Ads were deployed in both Feed and Stories placements.
Ad Creatives & Copy:
Unique ad copy was crafted for each segment to resonate with their specific context and needs:
- Ad Text for Tourists: «Unwind and indulge in the ultimate mobile massage experience tailored just for you 💆♂️… Pamper yourself during your Las Vegas getaway 🔥 👉Book your mobile massage today!».
- Ad Text for Office Workers: «Melt away stress with Molfars mobile massage at home, hotel or office 💻💆♂️… Take care of yourself, even during busy workdays. 💜 👉Book your mobile massage today!».
- Ad Text for Retargeting: «Recharge your body and mind with mobile massages! 💆♂️💜… 👉 Book now and let the stress melt away!».
All ads shared a common block emphasizing the core benefits: Fast Service Delivery, High-Quality Service, and Hygiene Excellence.
Lead Form:
The lead generation form included qualifying questions to segment leads further and gather essential details for the service booking:
- Number of participants (Single, Couple, 3+)
- Desired massage duration (30, 60, 90, 120 min)
- Type of massage required (Relaxing, Sport, Swedish, Thai, Other)
- Standard contact fields: Name, phone number.
Results
The initial two-week reporting period (June 26, 2023 – July 10, 2023) provides a snapshot of the campaign’s performance.
- Budget Spent: $392.13.
- Ad Clicks: 181.
- Leads Generated: 15.
- Average Cost Per Click (CPC): $2.17 (calculated as $392.13 / 181 clicks). Note: The source report incorrectly states CPC as $6.37.
- Average Cost Per Lead (CPL): $26.14 (calculated as $392.13 / 15 leads). Note: The source report states CPL as $28.88.
Stage Lead Funnel Model (Forecast) This model projects results based on a combined monthly budget of $4,600 across Google and Facebook/Instagram ads.
| Metric | Forecasted Value |
| Monthly Ad Budget | $4,600.00 |
| Visitors | 3,030 |
| Leads per month | 91 |
| Cost per Lead (CPL) | $50.61 |
| Consultations | 64 |
| Cost per Consultation | $72.29 |
| New Clients per month | 48 |
| Cost per New Client | $96.39 |
Conclusions & Recommendations:
The initial two-week campaign successfully generated 15 leads at a CPL of $26.14, demonstrating the viability of the chosen strategy. The recommendations for the next phase of work focused on testing a new audience segment to optimize performance further. The proposed «Administrators» segment targets high-level managers in the hospitality industry (e.g., Hotel Manager, Resort Manager) who are likely to be in need of stress-relief services or could book them for guests. This indicates an iterative approach to testing and refining audience targeting for continuous improvement.
