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    Miami Beach Workshop

    WORKSHOP / PAID ACQUISITION

    684 leads. 364 booked appointments. 22 days.

    We connected paid acquisition, lead capture, self-booking, confirmations, and follow-up into one path from first click to appointment.

    At a glance

    53.2%

    Lead-to-appointment rate

    Cost per lead
    $3.45
    Cost per booked appointment
    $6.48
    Campaign window
    22 days

    Sebastien’s contribution: We led campaign strategy, paid-media execution, creative testing, mobile lead-form design, calendar routing, confirmations, nurture automation, and performance analysis.

    Campaign window: Mar. 26–Apr. 16, 2024

    The constraint

    A short window.
    No time for a slow handoff.

    The Miami Beach Workshop campaign needed interest to turn into booked conversations, not a list waiting for someone to follow up manually.

    Ads, mobile capture, the calendar, and nurture had to work as one path. The client remains anonymized; “Miami Beach Workshop” is the campaign name.

    Campaign parameters

    22 days

    March 26–April 16, 2024

    Stated daily budget
    $100
    Reported total spend
    $2,360

    Reported figures. Total spend is reported separately, not inferred from the daily budget.

    The decision

    Keep the next action
    within reach.

    We optimized around appointments, not lead volume alone. A prospect could move from a short mobile form straight into a live calendar. Anyone who did not book entered a defined follow-up path.

    Original campaign creative

    Sell the experience. Make the next step easy.

    Feed · Stories · Mobile
    Actual campaign placements from the source case study, showing the photography experience across mobile formats. These are archived screenshots; video play symbols are part of the original images, not playable controls.

    The booking path

    One clear journey.
    Two follow-up paths.

    Creative testing fed a short mobile form. After submission, prospects could choose a time immediately. Booking status then determined what happened next.

    Booked prospects received email and SMS confirmations. Non-bookers entered a 30-day email and SMS nurture sequence.

    Booked

    Confirm the next step.

    Email and SMS carry the appointment details.

    Not booked

    Keep the door open.

    A 30-day nurture path continues the conversation.

    System walkthrough

    Miami · Lead-to-booking system

    Illustrative demo

    Step 1 / 5

    Find the message that earns attention

    Message and visual combinations were tested so the winning creative could carry the rest of the path.

    What happens here

    • Test message and visual combinations
    • Compare creative performance
    • Select the winning creative

    Next handoff

    Proven creative moves to lead capture

    Interactive illustration of the system we built. No live contact data. Results are reported separately.

    The campaign in motion

    The bookings showed up
    on the calendar.

    131 appointments in March. 233 in April. 364 booked conversations across the campaign.

    March 2024

    131appointments

    Select the calendar to enlarge

    April 2024

    233appointments

    Select the calendar to enlarge

    Original calendar views. Monthly totals refer to the campaign; the screenshots also show surrounding dates and other calendar entries. March and April cover different portions of the campaign, so these counts are not a like-for-like monthly growth comparison.

    From attention to booked conversations

    53.2%

    Of leads became
    booked appointments.

    Leads generated
    684
    Booked appointments
    364
    Cost per lead
    $3.45
    Cost per booked appointment
    $6.48

    Calculated from the campaign’s reported totals: 364 bookings ÷ 684 leads. Cost per lead and booking use $2,360 in ad spend. Bookings are not a measure of attendance or the number of customers who purchased.

    The commercial result

    The campaign did more
    than fill the calendar.

    Reported deal value
    $59,970
    Total ad spend
    $2,360
    Modeled deal value / ad spend
    25.4×

    The source case study reports $59,970 in deal value against $2,360 in ad spend. Dividing that value by spend gives a modeled 25.4× ratio—deal value, not cash collected.

    Impressions
    90,137
    People reached
    46,080
    Reported click-through rate
    7.37%

    A next step after every opt-in

    The campaign connected paid acquisition directly to booking and gave non-bookers a defined follow-up path instead of relying on manual outreach.

    WORK WITH GROWTH STACK

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