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.
Attract new clients, turn more inquiries into appointments, and grow with done-for-you advertising, practical coaching, and AI follow-up systems.
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
- 44,000+ in our free Facebook group
Start here
Which of these sounds like your calendar?
-
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 we do
You do the treatments. We handle the marketing behind them.
One facial inquiry, from the ad to the appointment. Each piece has one job, and when one breaks the others cannot make up for it.
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 replySolace Skin Studio Instagram · 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 offers two real times instead of a link to go hunting.
Follow-up with Beauty Biz AI -
- Book 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 reminderSolace 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
Behind all four: 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.
Explore business coaching Get a Marketing Plan Books a free 30-minute strategy call
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.
Who we help
Spas, wax studios, med spas, and PMU artists book differently
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.
Evidence
What owners say, and what campaigns measured
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 for one campaign each, from Tony Cruz's written report to Jake, September 2026. A conversation is a message thread, not a booking. Not a forecast.
- Spa and esthetics An acne treatment program campaign 55 form leads$7.65 cost per lead
- Waxing Nearly booked out for April 40 messaging conversations$6.66 cost per conversation
- Med spa A HydraFacial campaign 205 messaging conversations$5.26 cost per conversation
Powered by Beauty Biz AI
Replies and reminders that keep working while you are with a client
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 chat, social message, 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 you work with
Jake leads the marketing. Tony leads the coaching.
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
Guides with a worksheet for your own numbers
Beauty Leads Not Booking? Find Where the Conversation Stops
Find where your last 20 inquiries stopped
Facebook or Google Ads: Which Should Your Beauty Business Test First?
Choose your first ad channel and a fair test
How to Get More Waxing Clients for the Openings You Need to Fill
Fill specific weekday waxing openings
Before you choose your next step
Question not here? Ask the team.
Do I need more leads or better follow-up?
Start by looking at where business is being lost. If inquiries are scarce and you have capacity, attracting new clients may be the priority. If inquiries arrive but do not become appointments, review the offer, response, and booking process first. The assessment helps you choose a starting point.
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.
How much does it cost to work with Beauty Biz Pro?
We discuss pricing on a free strategy call once we understand your goals and the work involved. Talk through your priorities, the services that fit, and the scope before deciding whether to move forward.
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