Spa and esthetics
A facial inquiry, a first visit, and a returning client need different messages. Connect your offer, local advertising, and rebooking process.
Beauty business marketing · Led by Jake Randolph
Your beauty business deserves a real marketing team.
Beauty Biz Pro is a marketing agency and growth platform for beauty professionals, founded by Jake Randolph in 2017.
Not sure where to start? The assessment asks seven questions and gives you a priority and two practical next steps.
- Since 2017 marketing for beauty businesses
- $50M+ in ad spend Jake has managed across his career
- 44,000+ in our free Facebook group
Where should a beauty business start with marketing?
Start with the problem you can see on your calendar. Open appointments mean you need more of the right people asking. Inquiries that go quiet mean the reply or booking step is broken. Clients who do not come back mean retention, not more ads.
-
Open appointments
You have room on the calendar and not enough of the right people asking.
See how we run ads for open appointments Guide: choose Facebook or Google for your first test -
Inquiries going quiet
People ask about price or availability, then stop replying before they book.
See booking pages and follow-up Guide: find where inquiries drop off -
Clients not returning
First visits happen. Second visits do not, or they drift further apart.
See how coaching works on retention Guide: get clients to rebook
None of these, or more than one? The Growth Assessment asks seven questions and names what to fix first.
What does a beauty marketing agency do for one booking?
Every booking moves through five steps: attract, respond, book, attend, and return. Paid ads attract, Beauty Biz AI responds, booking funnels turn the reply into a booked time, Beauty Biz AI reminders cover the attend step, and coaching and reactivation bring clients back. Here is one facial inquiry through the first four.
Illustrative example
Solace Skin Studio, first-facial campaign
- Attract The adSolace Skin Studio Sponsored · Demo ad
Sixty minutes with [esthetician name], built around your skin. You leave knowing what your next visit should be.
solaceskin.example Your first facial at Solace See open timesSells one service and the person who does it. One next step, no discount required.
Paid advertising - Respond The reply
Show the reply
Solace Skin Studio Website chat · demo-
9:14 p.m. The studio closed at 7.
- Client
How much for a facial?
- Solace
Our first facial is [your price] for 60 minutes, with a skin consult built in. I have Thursday at 10:00 or Saturday at 1:30. Want one of those?
- Client
Thursday please!
Answers the price first, says what is included, and gives one next step: two open times where your booking software connects, your booking link where it does not.
Follow-up with Beauty Biz AI -
- Book The booking page
Show the booking page
Confirm your first facial
Signature First Facial
Thursday
- Selected: 10:00
- 11:30
- 1:30
Plans change? Reschedule from the link in your confirmation text.
Repeats the time and price they agreed to and shows how to change it, so the slot is kept or freed early.
Booking funnels - Attend The reminder
Show the reminder
Solace Skin Studio Text message · demo- Solace
Hi Maya, a reminder that your first facial is Thursday at 10:00 am. Reply here if you need to move it.
- Client
See you Thursday!
Arrives before your cancellation deadline and makes moving the time easy, so an opening can still go to someone else.
No-Show Reducer - Solace
Not from this demo. Measured in a real, anonymized spa and esthetics client campaign:
55 leads or messages at $7.65 per lead or message from an acne treatment program campaign.
Ad platform data from Tony Cruz's written report dated September 28, 2026. Not a forecast. A lead or message is an inquiry, not a booking. See the report
Return: business coaching
A busy week can still leave you wondering where the money went. Tony Cruz works through your offer, pricing, retention, and capacity with you, including how first-time clients come back.
Explore business coaching Book a Free Strategy Call Free 30-minute call with Tony or Andrea
With Tony Cruz, our Head Coach, or Andrea from his team. You leave with a first priority and a straight answer on whether our services fit. Scope and pricing come after that, in a written proposal.
How is marketing different for spas, wax studios, med spas, and PMU artists?
Clients choose differently by business type: a first facial, a repeat wax, a med spa consultation, and a PMU consultation each need a different first step.
Waxing
Short appointment slots make gaps expensive. Focus on a clear first-visit offer, local demand, and a practical path to the next appointment.
Med spa
Build a clear path from a treatment inquiry to a consultation. Keep general scheduling separate from questions that need a qualified provider.
Permanent makeup
Clients want to see your work and understand the process before committing. Connect your portfolio, consultation offer, and inquiry follow-up.
Industry photos are illustrations, not clients.
What results has Beauty Biz Pro reported?
Two kinds of evidence, kept apart: owner testimonials quoted unchanged, and anonymized campaign reports with the source of every number. None is a forecast.
Owner testimonial
Jake & Tony are a class act. They share all their knowledge & go above & beyond to help everyone. Their delivery of information is easily understood. I am beyond blessed to have them by my side in this journey!
Debra On working with Jake and Tony Owner testimonial
I've worked with Beauty Biz Pro for over 3 years now. I consistently hit 10-15K MONTHS. And I only offer PMU services and training. The amount of leads I'm getting is amazing. HIGHLY RECOMMENDED!
Brensha PMU services and training business Owner testimonial
I've been using Jake for almost a year and a half. He has completely changed my business from a part-time hobby to a full-time sustainable business. I'M CONSISTENTLY BOOKED 2-4 MONTHS IN ADVANCE.
Harmony On working with Jake Client testimonials are personal accounts. They do not show which service produced an outcome and are not a forecast for your business. Read each one with its context.
From anonymized campaign reports
Ad platform figures from Tony Cruz's written report to Jake Randolph, Beauty Biz Pro's founder, dated September 28, 2026. One campaign each; the med spa figures cover one ad within a campaign. A lead or message is an inquiry, not a booking. A conversation is a message thread, not a booking (for the med spa ad, not a consultation). Not a forecast.
- Spa and esthetics An acne treatment program campaign One campaign 55 leads or messages $7.65 cost per lead or message
- Waxing A waxing campaign for limited evening and Saturday hours One campaign 40 messaging conversations $6.66 cost per conversation
- Med spa One ad in a HydraFacial campaign One ad within a campaign 205 messaging conversations $5.26 cost per conversation
What is Beauty Biz AI?
Beauty Biz AI is Beauty Biz Pro’s own platform for booking and follow-up: after-hours replies, missed-call texts, new-inquiry follow-up, and reminders, with a handoff to your team when a person is needed.
An ad can start a conversation. What happens next matters too. Beauty Biz AI supports your team with replies, scheduling, and reminders configured around your business, with a handoff to a person when a question needs one.
See how Beauty Biz AI fitsAI Receptionist
Respond to after-hours inquiries and help clients book
Replies by website chat or text from your approved menu, prices, and policies, then gives the next booking step or hands the conversation to your team.
Voice AI
Handle routine calls while you are with a client
Answers routine calls about services, hours, and scheduling from your approved information, and takes a message with a summary when a caller needs a person.
Speed-to-Lead
Follow up with new inquiries while interest is fresh
A prompt first reply to form and ad inquiries, then one short follow-up, with messages, timing, and stop rules agreed with you.
No-Show Reducer
Help clients keep appointments or tell you early
Confirmations and reminders timed around your cancellation policy, with an easy way to reschedule while there is still time to offer the opening.
Who runs Beauty Biz Pro?
Beauty Biz Pro runs paid advertising, builds AI booking and follow-up systems through its Beauty Biz AI platform, and coaches spa, esthetics, waxing, and med spa owners on growing their businesses. Jake Randolph founded it and leads the marketing. Tony Cruz, our Head Coach, leads the coaching and hosts strategy calls with Andrea from his team.
Founder
Jake Randolph
Leads Beauty Biz Pro’s marketing strategy and the team behind its campaigns and growth systems. In beauty business marketing since 2017.
Head Coach
Tony Cruz
Leads coaching, co-hosts webinars, and hosts strategy calls with Andrea from his team. His focus is the business decisions behind the marketing plan.
How working together starts
- Start with your business. Your goals, inquiries, open appointments, and what you are ready to invest.
- Choose the right help. Talk through advertising, coaching, and systems, then review a written scope and price.
- Put the plan into practice. Work with the team on the agreed services and decide what to improve next from what you learn.
Free guides with worksheets for your own numbers
Leads that do not book
Beauty Leads Not Booking? Find Where the Conversation Stops
Find where your last 20 inquiries stopped
Includes: Lead-to-booking audit worksheet
Ads
Facebook or Google Ads: Which Should Your Beauty Business Test First?
Choose your first ad channel and a fair test
Includes: Channel decision worksheet
Illustration Ads
How to Get More Waxing Clients for the Openings You Need to Fill
Fill specific weekday waxing openings
For wax studio owners. Includes: Waxing client growth plan
Comparing agencies, us included? Read how to choose a beauty marketing agency before you sign anything.
Questions owners ask before hiring a beauty marketing agency
Question not here? Ask the team.
Do I need more leads or better follow-up?
As a starting check, count your last 20 inquiries before you spend more on ads. If too few are coming in and you have open appointments, you need more leads. If they come in and stop before booking, fix the reply and the booking step first, because more ad spend buys more of the same drop-off. Count them with the leads-not-booking worksheet
Do I have to post every day or be on camera?
You do not need to build your entire marketing plan around daily posting. The right mix depends on your service, local market, offer, and available time. We can discuss advertising, a focused booking page, and follow-up alongside your content.
Do I have to use AI to work with you?
AI is one of the tools we offer. Your starting point might be advertising, a better inquiry page, or coaching. We look at the problem before recommending a service.
What if I am new, or already fully booked?
Business age and revenue do not tell the whole story. A new studio may be ready to invest. A full calendar may call for pricing, retention, or capacity work. Your goals and ability to take the next step matter.
When should I wait to hire a marketing agency?
If your calendar is already full, more ads will not help: pricing, retention, or capacity comes first. If nobody can answer new inquiries or approve ad copy quickly, fix that before paying anyone to send you more leads. When to wait, from our guide to choosing an agency
How much does it cost to work with Beauty Biz Pro?
We do not publish prices, because the fee depends on scope: which of paid ads, booking funnels, Beauty Biz AI, and coaching you need, and for how many services and locations. Your total cost has three parts, and the written proposal lists each one before you sign: our fee, the ad spend you pay the ad platform, and third-party costs such as software. Compare agencies on that total, not the fee alone. How to compare agencies on total cost
Let’s talk about your beauty business
Tell us what you want to improve. We’ll talk through your priorities, the services that fit, and what working together could look like.
Book a Free Strategy Call
A free 30-minute call with Tony Cruz or Andrea from his team.
Or take the Free Growth Assessment