The Problem
Skin Gold ran three branches in the same metro, but each behaved like a separate business. each with its own Instagram, no shared customer database, and a per-branch marketing budget that was being burned on boosted posts. Bookings totalled 38 a month across all three locations combined, despite a ₹220K/month ad spend.
The brief from the founders was uncomfortable but honest: "We're spending and we have no idea where the bookings come from. Fix it or tell us to stop."
The Approach
Step one was attribution. until we could see what worked, every other decision was a guess. I rebuilt the tracking layer (GTM, GA4, Meta CAPI, WhatsApp click tracking) and consolidated all three branches under one Meta business account with branch-specific landing pages.
TikTok-led top-funnel: Skin Gold's audience skewed 22-34, and TikTok was untapped in the local aesthetics space. We posted 5x/week: treatment reactions, behind-the-scenes, before/afters with sound design. Three of the videos crossed 1M views in the first 90 days.
Meta Conversion Layer: branch-specific lookalike audiences, dynamic creative tests across 8 angles per campaign, and a 15-second deposit-to-book flow on a custom landing page. WhatsApp was the closer. every Meta lead got a templated WhatsApp message within 90 seconds.
Google Local + GMB: three GBPs, three review-request flows, three local landing pages. By month 8, all three branches ranked in the top-3 map pack for "[treatment] near me" in their respective neighbourhoods.
Influencer Collabs: 14 macro-influencers (100K-600K) on revenue-share deals. They got a free signature treatment + a unique discount code; we paid only on attributable bookings. CPA averaged ₹890 vs ₹2,400 on cold ads.
The Outcome
By month 7, the founders signed a lease for a 4th branch. The WhatsApp Business API alone. with templated reminders, 24h pre-treatment confirmations, and post-treatment care messages. lifted show-up rate from 44% to 78%, which mathematically did more for revenue than any ad spend increase ever could.