Creative that earns attention. Structure that scales it.

A local launch built around one treatment

The campaign launches the iCooone treatment for Essence Wellness in Aventura, Florida, targeting Aventura alongside nearby South Florida cities and areas · Hallandale Beach, North Miami Beach, Sunny Isles Beach and Dania Beach among them · chosen as places prospective patients could reasonably travel from. Locations are selected deliberately rather than dropped as a single radius pin. Targeting stays broad with a women focus, allowing the creative to find the relevant prospect inside the local pool rather than narrowing it up front. The objective is qualified leads the clinic can follow up and convert · not reach or engagement.

A single lead-generation campaign with centralized budget

The account runs on one campaign-budget structure. The screenshot below shows the campaign-level configuration as reported in Ads Manager.

Five ad sets, split by creative format

The ad sets separate image, video and Stories/Reels formats so each format is delivered and read on its own, while the campaign budget and lead optimization route delivery. Figures below are read directly from the screenshots · no results beyond what the platform shows here.

Format separation is a testing choice, not a performance claim. Any numbers shown are platform-reported for the date range visible in that screenshot.

The instant form, step by step

Leads are captured in a Meta instant form. The sequence below qualifies and segments the enquiry before contact details are requested, then hands off to the website.

One structure, many variations

Creative is built as a system: multiple images, headlines and primary text variants inside the same ad structure, so combinations can be served and compared.

Creative is the lever; structure makes the read clean

Creative leads the strategy. Clean, visually attractive ads test distinct reasons to stop, understand and respond, while campaign structure gives each idea a controlled environment in which to prove itself. Messaging angles were split across skin tightening, cellulite reduction, and contouring/tightening by body area (legs, thighs, face), then run across three formats to isolate messaging, visual presentation and format before those learnings inform the next iteration.

Each format carries multiple headline and on-image callout variations, so a weak result can be traced to the angle or the format rather than both at once.

Equal test windows first, then consolidation

Budget sits at the campaign level ($75/day, distributed automatically across the five ad sets). Ad-set minimum daily spend is the lever used to control how that budget is shared · it is a floor per ad set, not a separate budget.

$75/day is the campaign budget; $15 and $45 are ad-set minimum daily spend limits that shape how that campaign budget is distributed. The $45/day minimum is visible in the ad-set screenshot above.

The iteration loop

A read is only useful if it changes the next build. Winners are isolated, then rebuilt in two controlled directions so learning compounds instead of resetting.

One visual system, 13 different hooks

This first set holds the visual format constant · same layout, same offer block, same treatment imagery · while the hook changes. Angles include speed and 360 stimulations a second, fluid retention, visible proof, convenience, no discipline / no routine, and lifestyle framing. Isolating the hook this way makes the message the variable rather than the design.

The operating sequence

Verified numbers only

The $15 average CPL created room for Essence Wellness to qualify enquiries and convert suitable prospects into appointment opportunities and new patients. Treatment price and estimated patient lifetime value provide commercial context only; they do not imply that every lead converted or establish campaign revenue or ROAS.