Case
Instagram for a massage therapist and rehabilitation specialist
- Industry
- Massage and rehabilitation
- Services
- Instagram management
- Targeted ads
- Instagram content
- Reels
- Stories
- Period
- Over a year, ongoing
$80
ad budget
30
booked sessions
~19×
return on ad spend
The task
Bring the specialist more clients and followers through Instagram, with a total ad budget of $80
The client is a private massage therapist and rehabilitation specialist whose practice runs through Instagram. The profile had about 3,900 followers, but it didn't bring a steady flow of new bookings. We run the specialist's profile; this case is about one ad campaign with an $80 budget
3,894
followers before the campaign
$80
total ad budget
1
promoted Reel
What we did
We promoted one Reel with the profile visits objective and, at the same time, improved the organic content, so that the profile turned visitors into clients
Targeted ads
The Reel was shown to the client's main audience, optimised for profile visits, and used the whole $80 budget
Organic content
We reworked and improved the regular posts, so that people coming from the ad wrote and followed
Messages
Of the 50 messages, 30 turned into booked sessions
Stories
Stories that answer what people ask before they book a massage
People who come from the ad look through the Stories before they write. So the Stories remove their doubts — whether a massage suits them and whether it's safe — and give a reason to get in touch now, such as giving someone a gift certificate
The results
The ad reached 18,488 accounts and brought 517 people to the profile at $0.15 a visit; about one visitor in ten wrote, and 6 messages in 10 ended in a booking
| The campaign | Cost per unit | Conversion | Result |
|---|---|---|---|
| Accounts reached | $0.004 | 18,488 | |
| Impressions | $3.51 per 1,000 | 22,817 | |
| Profile visits | $0.15 | 2.8% | 517 |
| Messages | $1.60 | 9.7% | 50 |
| Booked sessions | $2.67 | 60% | 30 |
| New followers | $0.57 | +141 |
Conversion is the share of the step before: 2.8% of the accounts reached visited the profile, 9.7% of visitors wrote, 60% of messages became bookings. Source: Instagram ad statistics of the promoted Reel (completed, $80.00 of $80.00 spent) and the follower count before and after the campaign
Payback
Every dollar spent on the ad brought back about $18.75 in revenue
30 booked sessions at an average price of $50. Repeat visits of these 30 clients aren't counted, so the long-term value of the campaign is probably higher
~$1,500
revenue from the bookings
~$1,420
revenue minus the ad
~19×
return on ad spend (ROAS)
Why it worked
We paid for the step where people decide, and the profile was ready for them
Profile visits as the objective
We paid not for likes but for visits to the place where a person decides to book
A profile ready to convert
Thanks to the improved content, almost one visitor in ten wrote to the specialist
A local service with a clear price
A $50 session is an easy decision, so 60% of messages became bookings
A small budget, a measurable result
Even $80 is enough to test the channel before scaling it
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