How we drove explosive booking growth for one of Beverly Hills' most iconic luxury nail salons — managing $7,000+ in monthly ad spend across three international locations and delivering a 285% increase in lead volume while cutting cost per acquisition by 74%.
Nail Sunny is not a typical nail salon. With locations in Beverly Hills, Glendale, and Dubai — and a clientele that includes celebrities, influencers, and luxury lifestyle enthusiasts — they operate at the very top of the beauty and wellness market. This case study details how Maison Echelon & Co developed and managed a precision-targeted paid media strategy across Meta and Google that transformed their client acquisition and dramatically reduced their cost per booking across all three locations.
Client
Nail Sunny
Beverly Hills · Glendale · Dubai
Services
Meta Ads Management
Google Ads Management
Multi-Location Strategy
Performance Reporting
Ad Platforms
Facebook · Instagram
Google Search · Google Display
The Challenge
Each Nail Sunny location serves a distinct market with different demographics, different competitive landscapes, and different client behavior. Beverly Hills attracts celebrity clientele and luxury-first consumers. Glendale serves a broader premium beauty audience. Dubai operates in an ultra-luxury international market with its own unique dynamics and cultural nuances.
Previous campaigns had been broad, untargeted, and applied the same approach across all three locations — resulting in high cost-per-click, low conversion rates, and budget being wasted on audiences with low booking intent. They needed campaigns as sophisticated as their clientele.
The additional challenge: in the luxury beauty space, ad creative has to be impeccable. Low-quality visuals or generic messaging actively damages brand perception. Every touchpoint needed to feel as premium as a visit to the salon itself.
"In luxury beauty, your ads are your first impression. If the creative doesn't feel premium, the most qualified client will scroll past — and never come back."
Our Approach
We built three entirely separate campaign architectures — one for each location — each with its own audience strategy, geo-targeting parameters, creative direction, and budget allocation. This allowed us to optimize each location independently while maintaining a cohesive brand identity across all three.
On Meta, we leveraged custom audiences built from their highest-value existing clients, combined with sophisticated lookalike modeling to find new clients who mirrored their best customers. We layered interest-based targeting around luxury beauty, high-end lifestyle, celebrity culture, and premium wellness to reach the right people at the right moment.
On Google, we focused on high-intent search campaigns targeting clients who were actively searching for premium nail services in each area — capturing demand at its peak moment. We also ran display campaigns to maintain top-of-mind awareness among qualified audiences who had shown interest but hadn't yet booked.
Hyper-targeted campaigns reaching celebrity-adjacent and luxury-first consumers in Beverly Hills and surrounding areas — focusing on new client acquisition and high-value service promotion.
Premium beauty-focused campaigns targeting the Glendale market's affluent demographic — driving consistent foot traffic and repeat booking behavior among their core client base.
High-intent search campaigns capturing clients actively looking for luxury nail services — bidding on premium keywords and competitor terms to capture demand at the peak decision moment.
Sophisticated retargeting campaigns re-engaging warm audiences who had visited the website or engaged with ads but hadn't yet converted — dramatically improving overall conversion rates.
Full creative direction for all ad assets — ensuring every visual, headline, and call-to-action met the premium standard required to resonate with a luxury beauty audience and protect brand perception.
Continuous budget optimization across all campaigns and locations — reallocating spend toward highest-performing campaigns and delivering monthly reports with complete performance transparency.
The Strategy in Action
We conducted a comprehensive audit of all existing ad accounts, pixel data, and historical campaign performance. We also analyzed competitor advertising strategies across the luxury beauty space to identify opportunities they were missing. This informed every strategic decision that followed.
We rebuilt all three location campaigns from scratch — creating the audience segments, campaign structures, ad sets, and creative frameworks. We built custom audiences from their customer data and created 1%, 2%, and 5% lookalike audiences to create a full-funnel prospecting system.
We launched campaigns with a structured A/B testing framework — testing multiple ad formats, creative approaches, headline variations, and audience combinations simultaneously. Every element was tested against clear KPIs, with underperforming variables cut quickly and winners scaled.
With winning combinations identified, we scaled budgets toward proven performers and continued iterative optimization — improving quality scores, refining audiences, and expanding reach while maintaining and improving cost efficiency across all three locations.
The Results
The results delivered across all three locations exceeded expectations — not just in volume, but in the quality and conversion rate of the leads generated. The combination of precise targeting, premium creative, and continuous optimization produced compounding returns month over month.
Total qualified lead volume across all three locations grew by 285% — a direct result of our precision audience targeting and full-funnel campaign structure.
Cost per acquisition dropped by 74% as our optimized targeting and creative strategy eliminated wasted spend and dramatically improved conversion efficiency.
Inbound booking requests across all three locations grew by 320% within the first quarter of our restructured campaign — directly attributable to improved ad relevance and audience precision.
For every dollar invested in paid media, Nail Sunny generated 3.8x in revenue — a ROAS that continued to improve as campaigns matured and optimization compounded.
Beyond volume, the precision targeting attracted a higher-caliber client — booking premium services, spending more per visit, and demonstrating higher retention rates than previous campaign traffic.
Throughout the campaign, brand integrity was maintained — premium creative and careful audience selection ensured that advertising enhanced rather than diluted Nail Sunny's luxury positioning.
Key Takeaways
Treating three distinct markets as one was the fundamental flaw in the previous strategy. Individual campaign architectures for each location unlocked dramatically better performance across the board.
Investment in high-quality creative — visuals that matched the luxury standard of the brand — produced significantly higher click-through rates and lower cost-per-result compared to generic ad creative.
Rigorous A/B testing, rapid iteration, and ruthless budget reallocation toward proven performers was the engine behind the 74% CPA reduction — discipline, not luck.
Our bookings across all three locations increased dramatically within the first quarter. The campaigns were beautifully targeted and the reporting gave us complete clarity on every dollar spent. Finally a marketing partner who truly understands the luxury beauty space and delivers results that match our standards.
Founder & Creative Director, Nail Sunny
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