Julie Pawson Aesthetics wanted to grow predictable monthly recurring revenue through sign-ups to The Glow Collective, their multi-tiered clinic membership. We needed prospects who wouldn't just come in for a free skin scan and leave, but would convert into long-term, paying members.
Cover · Julie Pawson Aesthetics
The results
5.08xROAS on confirmed bookings
63Qualified leads from a £250 ad budget
6.2%Average click-through rate
The challenge
Where we started
We wanted to use the data of clients who'd had previous treatments to turn them into long-term membership subscribers, with a compelling entry offer (a free skin scan) paired with rigorous pre-qualification, in a sustainable Meta lead-gen funnel focused on quality over volume.
The goals
What we focused on
Nurture existing clients
Brand awareness
Build a compelling offer
Generate qualified leads
The strategy
Healthy friction
Instead of casting the widest net possible, we deliberately added healthy friction to the funnel to filter out low-intent users.
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A compelling entry offer
A free skin scan to bring the right people through the door.
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Pre-qualifying lead forms
Extra qualifying steps instead of a one-click form, so every lead had real buying intent.
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Education before the visit
Leads learned about the membership tiers and benefits before they ever arrived.
The execution
How we did it
By the time someone stepped into the clinic for their scan, they were already primed for the membership, making the in-person conversion seamless and natural for the clinic team.
