Case Study — Beauty & Personal Services

From Zero Clients to $80K in Sales: How Sammy's Lashes Launched a Home Studio From Scratch

Sammy had a beautiful home-based lash studio, two months of trading, and almost no clients beyond friends and family. Orbit Marketing built the positioning, the offer and the campaign that took her from zero clients to over $80,000 in sales by month 10 — a 21× return on ad spend and more than 5× return on investment, including everything she paid us.

Sales, return on ad spend, and return on investment after 10 months.

The Challenge

Real revenue growth is hard even for an established business with existing clients, systems and proven offers. Starting with none of that is harder still.

When Sammy came to Orbit Marketing in May 2023, she'd been running her home-based lash extension business for about two months. She'd invested in building a stunning home studio and was ready to work three days a week. Then — nothing. No clients, no money coming in. It was deflating after the excitement of launching a new business and the expectation that comes with it. She knew there was an opportunity, but didn't know where to start.

The goal was straightforward to state and hard to achieve: turn a brand-new business with no track record into one with paying, repeat clients — without an existing audience, reviews or word of mouth to lean on.

The Strategy

Before writing a single ad, Orbit worked through three building blocks in order — each one setting up the next.

1. Positioning — Finding the Real Point of Difference

   The first step was getting crystal clear on who Sammy wanted to help, and how she helped them differently from every other lash salon on the market. Sammy had been keeping her private, exclusive home studio under wraps, worried she couldn't compete with bigger players. Orbit's advice was the opposite: make it the point of difference. A private, exclusive setting would attract exactly the clients who wanted that experience.

2. The Offer — Built on Real Customer Value

   As a new business in an established market, the campaign had to give people a genuine reason to leave their current beautician — not a small ask. So the team calculated what a new client was actually worth long term: regular extensions, infills in between, and add-on lash care products. Once that number was clear, a price-driven introductory offer became an easy decision rather than a risk.

3. Meta Ads + Messenger — Getting In Front of the Right People

   With positioning and offer locked in, Orbit ran Facebook and Instagram ads using real, beautiful visuals of Sammy's studio — visuals that also kept ad approval smooth in a category Meta scrutinises closely. Ads clicked through to Messenger, since Sammy's ideal client was a heavy messaging app user. A simple Messenger bot helped automate replies, freeing Sammy up to focus on the clients already in her chair.

The Results

The first month broke even — a solid outcome for a brand-new business with brand-new messaging and a brand-new offer. From there, things got better. By the end of month 10, Sammy had generated over $80,000 in sales. That's more than a 5× return on her investment, including everything she paid Orbit Marketing. In terms of return on ad spend specifically, it's 21× — and still growing.

Sammy is now working out how to fit in more clients, how to expand her product sales, and how to enjoy being a successful business owner — a very different problem to the one she started with.

What Made It Work

testimonial

Orbit Marketing have been an absolute blessing to me and my business. They have always been incredibly approachable and have designed Facebook and Instagram advertisements that have shown professionalism and have really caught my client's attention. I cannot thank them enough and would highly recommend them to anyone looking to build their business name.

Sammy, Founder
Sammy's Lashes