PURE nail studio case study: Instagram and Meta Ads in Prague

Doubled revenue for a nail studio in Prague

From 3 to 6 manicure stations and a new salon opened during 1.5 years of working together

Develop an Instagram marketing strategy and test full Facebook Ads campaigns to grow the client base and fill the salon’s appointment book.

The salon had run ads before, but they generated only likes and a small number of followers. The team used Instagram’s “Boost” button.

Target audience — women aged 20–50 who value service quality and do not compromise their health to save money. Initially Russian-speaking, with Czech audiences as a future growth opportunity.

Reviewed existing campaigns and competitors; identified key advantages

Good preparation accounts for 70% of success. We reviewed the campaigns the client had run independently, identified what mattered and set aside unsuccessful launches.

We selected the strongest manicure and pedicure work: the posts that engaged the audience and earned the most likes and visits.

Preparing Facebook Ads campaigns

We built campaign settings around the audience analysis shared by the client. We targeted all of Prague: only 1–2 other studios across the city offered a comparable level of service.

We initially focused on Russian- and Ukrainian-speaking audiences, then added Czech audiences because their reach was larger and offered stronger long-term potential.

Launch and initial analysis

We tested the studio’s core services — manicures, pedicures and podiatry — and matched ads with targeting settings to meet KPIs while maintaining the quality of enquiries, Instagram follows and Direct messages.

Scaling

We refined Instagram and Facebook campaigns, keeping the profitable ad sets that generated qualified enquiries and bookings.

We increased the budget to €400 per month.

Ad creatives

Campaign progress: advantages we highlighted

1. Highly skilled specialists with 3–5 years of experience;
2. A personalised approach for every client;
3. 100% safety with tools and single-use materials;
4. Premium service, including attentive reception staff, coffee and tea for visitors;
5. A central location.

Ad formats tested

1. Feed: banner ads and carousel posts.
2. Stories: collages, video and carousels.

Audience segmentation. We wanted to reach clients who valued quality and were comfortable with above-average prices.

We usually included a “from” price in each ad or its copy. Facebook then found women who responded to those ads and looked for similar people, so we did not spend the budget on people searching for the cheapest option.

Example of the salon’s appointment tracking sheet

The salon administrator updated the sheet every 2–3 days. It helped us track traffic quality and remove the least effective audiences and ads that generated unqualified enquiries.