Hi there,
Thanks for reaching out! I had a look over your situation and I'm happy to give you some initial thoughts. It's a really common place to be for a new service business, you get some initial traction and then things just seem to stall. It's frustrating, especially when you've got bills and loan repayments breathing down your neck.
The good news is that this is almost always a fixable problem. The bad news is that the fix usually isn't just 'do more ads' or find some magic marketing channel. From what you've described, it sounds like the issue is a bit deeper. You're spending money on ads, but the return isn't there, which tells me the problem isn't just the advertising, but the entire system from the person who sees your ad to the point they become a happy, paying client. We need to look at the whole journey.
TLDR;
- Your current advertising is unfocused and likely wasting money. Stop using Facebook Marketplace immediately and rethink your Instagram strategy from just 'posting' to running proper conversion campaigns.
- Google Ads is your most promising channel, but it feels expensive because your strategy is likely flawed. You need to target high-intent keywords and use compelling ad copy that speaks to your customer's real problems.
- The biggest issue isn't your ads, it's probably your offer. "Laser hair removal" is a commodity. You need a low-risk, high-value introductory offer to get new clients through the door and overcome their initial hesitation.
- You must understand what a customer is worth to you over their lifetime (LTV). This is the only way to know what you can truly afford to spend to acquire one. This perspective changes "expensive" ads into profitable investments.
- This letter includes an interactive LTV calculator and a Cost-Per-Lead Forecaster to help you understand the numbers that drive your business growth.
Your Customer Isn't a Demographic, They're a Person with a Problem...
Before we even touch your ads, we need to get this straight. Who are you actually talking to? I know you'll say 'women who want laser hair removal', but that's not good enough. That describes a huge group of people with different motivations, fears, and desires. It leads to generic ads that speak to no one and get ignored.
You need to become an expert in their specific, urgent, and often emotional problem. Your ideal customer isn't just a job title or an age bracket; she's a person living in a 'problem state'. What does that feel like for her?
- -> It's the daily frustration of shaving, the nicks, the razor burn, the 5 o'clock shadow on her legs.
- -> It's the pain and expense of monthly waxing appointments, and the awkwardness of the 'growing out' phase in between.
- -> It's the self-consciousness at the beach or the pool, worrying about stubble or ingrown hairs.
- -> It's the desire to feel confident and carefree for a big life event, like her wedding or a once-in-a-lifetime holiday.
This isn't just marketing fluff. This is the foundation of everything. When you understand their real frustration, you stop selling a service and start selling a solution. You sell confidence, freedom, and time back in their day. Your ad copy, your website, your consultation process – everything needs to echo this understanding. You're not just zapping hair; you're solving a deep-seated annoyance that affects their daily life. Do this work first, or you have no buisness spending another pound on ads.
We'll need to look at your offer... because right now, you don't really have one
This is probably the most critical point, and where most businesses go wrong. Right now, your offer is simply "we do laser hair removal". Your potential competitor down the street has the exact same offer. In the mind of a potential customer, you are a commodity. When you're a commodity, people choose based on price or convenience, which is a race to the bottom you can't win, especially as a new business.
The "Request a Demo" button is the poison of B2B SaaS, and your equivalent is asking a brand new, skeptical customer to commit to a full-price, multi-session package from a business they've never heard of. It's a huge ask. It's high-friction, low-value upfront, and puts all the risk on them. You need to flip that around.
Your offer’s only job is to get a potential client to take a small, easy, low-risk step that gives them a moment of undeniable value. You need a "foot-in-the-door" offer designed purely for client acquisition, not immediate profit.
Some ideas for a proper, compelling offer:
- -> The "First Taste" Offer: "Your First Underarm or Upper Lip Session for just £19". The goal here isn't to make money on the £19. The goal is to get them into your clinic. Let them experience your professionalism, the cleanliness of your space, how comfortable you make them feel, and the minimal discomfort of the treatment. Once they're there and they trust you, that's when you talk to them about a full package for their legs. You're not selling a £19 session; you're selling the first step to a £1,200 package.
- -> The "No-Brainer" Consultation: Everyone offers a "free consultation". It's boring and expected. You need to frame yours as a high-value event. "Free, No-Obligation Skin & Hair Analysis and Patch Test (£75 Value)". In this session, you educate them. You explain *why* your machine is better, how the process works for their specific skin and hair type, and map out a realistic timeline for results. You provide immense value and build trust *before* you ever ask for a sale.
- -> The "Better Together" Package: "Bring a Friend and You Both Get 50% Off Your First Full Session". This instantly doubles your number of new potential clients walking through the door and leverages social proof. People feel more comfortable trying something new with a friend.
You must solve a small, real problem (or completely de-risk the first step) for free or very cheap to earn the right to solve the bigger problem for them. This is how you'll stand out and get people to actually respond to your ads.
I'd say you need to calculate what a customer is actually worth...
You said Google Ads feels "so expensive for the turnover". This is a classic case of focusing on the cost without understanding the value. The real question isn't "How low can my cost-per-lead get?" but "How much can I afford to spend to acquire a great new client?" The answer is your Customer Lifetime Value (LTV).
Let's do some rough maths. These are just guesses, you'll need to plug in your own numbers.
- -> Average Package Value (APV): A client buys a 6-session package for their legs. Let's say that's £1,200.
- -> Repeat Purchases: A happy client loves the results on their legs and comes back 6 months later for an underarm package. That's another £500. So their direct spend is £1,700.
- -> Referral Value: They're so happy they tell two friends. One of them becomes a client and also spends £1,700. So you can attribute 50% of that new client's value (£850) to the original client who referred them.
Total LTV = £1,700 (Direct Spend) + £850 (Referral Value) = £2,550
Suddenly, things look a bit different, don't they? With an LTV of £2,550, even a lead cost that feels high can be incredibly profitable. I remember one of our best consumer services campaigns was for a home cleaning company, and we managed to get them new leads for just £5 each. Of course, a more specialised service like yours in a competitive area might see higher costs. But even if you spent £100 on Google Ads to get that one new client, you've made a fantastic return on your investment. That £100 CPL (Cost Per Lead/Client) that felt 'expensive' is actually a great deal. You're not spending £100; you're investing £100 to make £2,550 back.
This is the mindset that unlocks growth. You need to stop thinking about ad costs as an expense and start seeing them as an investment with a measurable return. Here's a simple calculator to help you figure this out for your own business.
You probably should stop wasting money on the wrong channels...
Now that we know what we're aiming for, let's look at where you're spending your money. A tight budget means you have to be ruthless about cutting what doesn't work.
Facebook Marketplace: Stop this. Immediately. It's for selling used sofas and dodgy iPhones, not professional, high-end beauty treatments. You're attracting the worst kind of customer: pure bargain hunters who will never become loyal, full-price clients. It devalues your brand and makes you look cheap and untrustworthy. Every minute and penny you spend here is completely wasted.
Instagram & Facebook Ads: You say you're getting most of your clients from Instagram but aren't posting actively. This tells me you might just be 'Boosting Posts'. When you do this, you're telling Facebook's algorithm to "find me people who like and comment on things". You are NOT telling it to "find me people who will book an appointment and give me money". It's a critical difference.
You need to be running proper conversion campaigns from Ads Manager. The goal should be 'Leads' (using an instant form) or 'Sales/Conversions' (driving traffic to a dedicated page on your website to claim your foot-in-the-door offer). You're not looking for likes; you're looking for leads.
Here’s how you should structure it:
Top of Funnel (ToFu)
Audience: Cold. People in your local area (e.g., 10-mile radius) with interests like 'Waxing', 'Beauty Salons', 'Skincare', or followers of competitor clinics.
Ad: Your irresistible "foot-in-the-door" offer.
Middle/Bottom of Funnel (MoFu/BoFu)
Audience: Warm. People who visited your website, engaged with your first ad, or watched a video.
Ad: Retargeting. Show them testimonials, before/after photos, and remind them of the offer's deadline.
Conversion
Goal: A new lead in your system.
Action: They fill out a lead form or book a consultation on your website. You follow up within hours to get them booked in.
You'll need to master Google Ads, not just run them...
This is your golden goose, if you treat it right. People on Google are actively searching for a solution to their problem *right now*. You don't have to convince them they need hair removal; you just have to convince them you're the right choice. The reason it's expensive is likely because you are making one of these common, costly mistakes:
1. You're Bidding on the Wrong Keywords.
You might be bidding on broad terms like "hair removal". This is a massive waste of money. That search could be from someone looking for waxing, shaving cream, an at-home IPL device, or a job. You're paying for clicks from people who will never become your customer.
You need to focus exclusively on high-intent, location-specific keywords. These people know what they want, and they want it near them.
Example Keyword Strategy
| Target These (High Intent) | Avoid These (Broad & Wasteful) |
|---|---|
| "laser hair removal [your city]" | hair removal |
| "best laser clinic near me" | beauty treatment |
| "cost of laser hair removal [your area]" | laser hair |
| "soprano ice laser [your city]" | skin care |
You also need a Negative Keyword List to stop your ads showing for irrelevant searches like 'training', 'jobs', 'at home', 'machine for sale', 'certification'. Every irrelevant click you prevent is money saved.
2. Your Ad Copy is Generic.
Remember what we said about their 'problem state'? Your ad needs to speak directly to that. Don't just state what you do; state the outcome they want.
Bad Ad Copy:
Laser Hair Removal in [Your City]
Professional and affordable services. We use the latest technology. Book a free consultation today.
Good Ad Copy (using your Foot-in-the-Door offer):
Tired of Shaving & Waxing?
Get Smooth, Carefree Skin for Good. Safe & Effective. Your First Underarm Session Only £19! Book Your Patch Test Online Now.
The second ad agitates the problem, presents the desired outcome, and gives a compelling, low-risk call to action. It will get a much higher click-through-rate from the *right* people, which actually lowers your cost-per-click over time because Google rewards relevant ads.
3. Your Website (Landing Page) Isn't Built to Convert.
You can have the best ads in the world, but if they send people to a confusing or untrustworthy website, you're just burning cash. Your website isn't a brochure; it's a sales tool. The page people land on after clicking an ad MUST:
- -> Have a clear headline that matches the ad they just clicked.
- -> Immediately feature your irresistible introductory offer.
- -> Be loaded with social proof: customer testimonials (with photos!), before-and-after pictures, and reviews.
- -> Have one, clear Call-to-Action button (e.g., "Claim Your £19 Session Now"). Remove all other distractions.
- -> Answer their main questions and fears head-on: Is it safe? Does it hurt? Am I a good candidate? How much does a full package cost?
Improving your landing page conversion rate is the single most powerful lever you have. If you can get 2 people out of 100 to book instead of 1, you've literally halved your cost to acquire a client without spending a penny more on ads. Here's a forecaster to show you what I mean.
This is the main advice I have for you:
I know this is a lot to take in, especially when you're just trying to get the phone to ring. But trying to patch the problem with more ad spend is like trying to fill a leaky bucket by pouring water in faster. You have to fix the holes first. Here is the plan I would follow, summarised for you.
| Area of Focus | Specific Action to Take | Why This is Important |
|---|---|---|
| 1. Your Offer | Create a low-risk "foot-in-the-door" offer (e.g., £19 first small area session, or a high-value free consultation). This becomes the centrepiece of all your advertising. | It removes the risk for new clients, gets them through the door, and gives you the chance to upsell them into a full package once they trust you. It differentiates you from competitors. |
| 2. Stop Wasting Money | Immediately pause all activity on Facebook Marketplace. Re-allocate that time and any budget to the channels below. | This channel attracts the wrong type of customer and damages your brand's credibility. It's a total waste of resources. |
| 3. Google Ads Overhaul |
-> Restructure campaigns to only target high-intent, location-specific keywords. -> Build a strong negative keyword list. -> Rewrite ad copy to focus on problems and outcomes, featuring your new offer. |
This stops you paying for irrelevant clicks and ensures your budget is only spent on people actively looking for your service, making your 'expensive' channel profitable. |
| 4. Relaunch Meta Ads | Stop boosting posts. Set up a proper 'Leads' or 'Conversions' campaign in Ads Manager promoting your new introductory offer to a targeted local audience. | This tells the algorithm to find people likely to take action, not just people who 'like' posts. It turns Instagram from a social tool into a lead generation machine. |
| 5. Fix Your Website | Create a dedicated landing page for your ad traffic. It must be simple, trustworthy (with lots of reviews/testimonials), and have a single, clear call to action to claim your offer. | This will increase your conversion rate, which is the most powerful way to lower your cost to acquire a new client and make your ad spend go further. |
You're at a difficult but pivotal point. The decisions you make now will determine whether the business struggles and eventually fails, or if it builds a solid foundation for growth. Doing all of the above correctly takes time, effort, and a fair bit of expertise. With the pressure of loan repayments coming up, you can't really afford to spend the next six months learning through trial and error – the errors are just too expensive.
This is often the point where bringing in an expert can make a huge difference. Not just to 'run the ads', but to implement this entire system correctly from the start. We do this day in, day out for service businesses and have seen these exact principles turn struggling campaigns into highly profitable growth engines.
If you'd like to chat through this in more detail, we offer a completely free, no-obligation initial consultation where we can look at your specific situation and give you a clear plan of action. It might be the most valuable 30 minutes you spend on your business this year.
Regards,
Team @ Lukas Holschuh
