Luxe's Nails & Spa
Supporting the build of a client acquisition system for a high-end local salon.
Luxe's Nails & Spa is a premium salon in Fremont, California. They needed a predictable way to bring in new clients consistently. Under the leadership of a primary strategist, I supported the build and execution of a Meta ads and landing experience system that drove over 100 booked appointments at launch and helped the salon double revenue year-over-year in key months.
Overview
Luxe's Nails & Spa is a premium manicure, pedicure, and spa studio located in Fremont, California. The salon offers high-quality services in a newly renovated space with modern spa chairs and a focus on customer experience. Despite this, they lacked a reliable marketing system for generating new appointments.
A partner served as the spearhead and lead strategist on the project. My role was to support that vision with marketing execution — including landing page implementation, ad setup, and creative support. Together, we built a client acquisition system that generated over 100 bookings at launch and contributed to Luxe's doubling its monthly revenue year-over-year in key months.
The Client
Luxe's Nails & Spa is a local salon based in Fremont, California. They offer manicures, pedicures, spa treatments, and deluxe experiences in a fully remodeled, modern environment. Their in-person service was excellent, but their digital presence didn't reflect the quality of the experience.
The Objective
The goal was to create a predictable appointment engine that would showcase Luxe's renovated space and service quality, and turn online traffic into booked appointments on a consistent basis.
The Challenges
- No structured digital acquisition funnel.
- Lack of a dedicated landing experience tailored to offers and local audience.
- No cohesive Meta ads strategy or system.
- Limited online representation of the salon's newly renovated space and high-end chairs.
- Booking flow and messaging were not optimized for conversion.
The Approach
The primary strategist led the project, setting positioning, core offers, and the overall structure of the funnel. My role was to assist with execution so that the strategy could come to life in the ads and landing experience.
Landing Experience
- Supported the build of a simple, high-conversion landing page that highlighted the renovated interior, premium chairs, and service quality.
- Assisted with implementing messaging that clearly explained the services and offers.
- Helped structure the layout with clear calls to action for booking.
Meta Ads
- Set up Meta campaigns following the strategic direction from the lead partner.
- Implemented a structure that separated prospecting from retargeting.
- Designed and deployed ad creatives using AI tools to match the salon's brand.
- Wrote ad copy aligned with the offers and positioning defined by the lead partner.
- Monitored performance and made tactical optimizations.
Operational Support
- Assisted in aligning booking flow with the new funnel.
- Helped ensure that customers who clicked through had a clear, easy path to book.
- Supported messaging refinement to reduce friction and confusion.
What We Built
Together with the lead partner, we turned Luxe's digital presence from a static listing into a functioning client acquisition system.
Landing Page
- A dedicated landing experience emphasizing the salon's environment and service quality.
- Clear descriptions of services and special offers.
- Straightforward CTAs guiding visitors toward booking.
Meta Ads System
- Campaigns built around local reach and conversion.
- Creative variations showcasing the salon's interior and experience.
- Copy focused on comfort, quality, and the upgraded environment.
Operational Touchpoints
- Improved clarity in the booking process.
- Consistent messaging between ads, landing page, and in-salon experience.
My Role and Execution
On this project, I was not the primary strategist. My partner led the engagement. I served as the assistant focused on implementation and optimization.
- Supported landing page execution and layout.
- Assisted with refining copy and aligning it to the lead partner's strategy.
- Set up and managed Meta campaigns within the agreed structure.
- Created AI-assisted ad creatives to match the salon's brand and offers.
- Monitored performance and helped optimize campaigns over time.
The Results
- Over 100 booked appointments generated soon after launch.
- Higher appointment quality and better alignment with the salon's ideal clients.
- Multiple months where revenue roughly doubled year-over-year.
- A more consistent appointment pipeline compared to relying solely on walk-ins and word-of-mouth.
Tools Used
- Meta Ads Manager
- Custom landing page stack (non-Shopify)
- AI tools for creative and messaging support
- Google Sheets for simple performance tracking
Testimonial
"Our business has never been busier. The system Michael and Mathew built brought us consistent appointment flow we had never experienced before."