a massage center based in Jeddah, Saudi Arabia. The spa offers both men's and women's massage services, and I was responsible for crafting and executing a full-funnel performance marketing strategy, targeting the regions of Jeddah and, occasionally, Makkah.
Strategy Overview
Despite the brand already having an official service store, I made a strategic decision to focus mainly on message-based campaigns on platforms like Meta ( click here to check meta campaigns ) and TikTok (click here to check Tiktok campaign ), as the cost per conversion was significantly lower via WhatsApp messages than through Conversion Website Campaigns.
To support these efforts, I consistently used pixel data as the source of audience targeting within Meta and tiktok’s ad accounts. This helped improve the accuracy of audience retargeting, especially in message-driven campaigns
I also used Google Search Ads to target keywords related to the audience, services, and competitors.
Most of the time, my main search goal was Driving Directions rather than Purchase Conversions.
Platforms and Content Approach
For the men’s massage services, Meta and Google Ads were the highest-performing platforms. I ran Google Search Campaigns with objectives like:
-
Sales (online store conversions)
-
Driving directions to the spa
On social platforms, I leaned heavily on educational hook-style content, which proved to be highly effective in driving qualified leads, particularly on TikTok and Meta.
For the women’s section opening campaign, I switched the strategy. The main objective was lead generation, not direct sales. I focused on direct communication via message ads, using compelling creative that showed just an exterior photo of the spa. This minimalist visual created curiosity and trust on TikTok Ads.
As a result, I was able to drive over 2,000 users from TikTok directly to WhatsApp on the opening day. This was one of my favorite campaign results to date, and I even wrote about it on my LinkedIn profile.
Key Insights
-
TikTok performed best for women’s massage services, especially during the launch phase.
-
Meta and Google worked better for men’s massage services.
-
I haven’t yet tested Google Ads for the women’s section, but it’s in the roadmap.
Conclusion
Working with This Brand Spa was a hands-on experience in adapting messaging, audience targeting, and platform strategy based on gender-specific services and regional behavior. It was also a great example of how performance marketing doesn’t always need to push sales directly — sometimes, pushing conversations is more effective.
If you're interested in seeing more case studies like this or working together, feel free to get in touch!
Performance Summary
The total spend through ads platforms : SAR 8,118.22.
Online store results :
-
Total Booked: 117
Total Sales : SAR 22,446.48 in tracked sales
Note:
These results only reflect online tracked conversions. However, the actual impact was significantly higher, because many bookings happened offline:
-
Through message ads that led to WhatsApp or direct communication.
-
Walk-in customers who made bookings on-site after seeing the ads.
This shows the strong influence of the campaign in generating real-world results beyond digital tracking.
