The situation
Solen Estetik is a single-branch beauty centre offering laser hair removal, skincare and body contouring. They had been running Meta ads for a year, spending an average of 16,000₺ a month.
Their complaint was this: “Lots of messages come in but they don’t turn into appointments.”
The numbers backed it up. Over 400 WhatsApp messages arrived each month, and only 38 became appointments. The ad cost per appointment was 420₺.
The problem
The advertising rewarded messages. The campaign objective was set to “messages”. Meta was giving them exactly what they asked for: it was finding people who would send a message. Not people who would book.
All services were bundled into one ad. An ad saying “40% off all services” attracted people looking for an 800₺ facial and people looking for a 12,000₺ laser package at the same time. They are not the same customer.
The price appeared nowhere. That meant most incoming messages consisted of a single sentence: “How much is it?” The team spent most of the day answering that question.
There was no tracking. Nobody knew which ad produced appointments. Only the total message count was known.
What we did
Week 1 — We set up the measurement. Each ad got its own WhatsApp link tag. A “which ad did they come from” field was added to the appointment book. For the first time it was appointments being measured, not messages.
Week 2 — We separated the services. We built separate campaigns, separate audiences and separate ad copy for laser, skincare and body contouring. Each service got its own offer.
Week 2 — We put the price in the ad. Instead of “ask us for a price” we said “8-session laser package — 11,900₺, first session free to try”. Message volume fell 40% in the first week. That was the expected and intended drop.
Weeks 3-6 — We changed the creative. We removed the stock imagery. We shot with the centre’s own equipment, its own staff and real client videos. Instead of before/after we used a “what happens in the first session” narrative — both legally safer and better at answering objections.
Weeks 6-10 — We scaled the winner. The “first session free to try” offer worked noticeably better than every other angle. 60% of the budget was moved to it.
The result
By the end of the third month, message volume was roughly half the previous period. Appointments had risen from 38 to 83.
Cost per appointment fell from 420₺ to 205₺. The budget barely changed.
The most important difference was in the team: with fewer messages to answer during the day, staff could spend time following up and confirming appointments. The no-show rate fell as a result.
What we learned
Message count is not a measure of success. What enters the business is a filled hour in the calendar.
If you build the advertising around “more messages”, the platform brings you messages — and it doesn’t care about their quality. You grow what you measure, so measuring the right thing comes before campaign structure.