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Case Study

Bradshaw Beauty

How We Built a Full-Funnel Lead & Revenue Engine for a Philadelphia Beauty Brand

  • Service: Paid Advertising (Meta) + Social Media Management
  • Period: January 2025 – June 2026
  • Location: Philadelphia, PA
  • Industry: Beauty & Wellness

Results at a Glance

Total Revenue
$48.49K
Total Leads
3,359
Avg. Cost Per Lead
$7.49
Total Ad Spend
$25,162
Meta Impressions
1.29M
Total Clicks
78,685
Avg. CPC
$0.32
Confirmed Appointments
171
Instagram Views
1.6M ↑100%
Instagram Reach
382.7K ↑257.8%
Facebook Views
1.5M
Total Contacts
7.54K

Client Background

Bradshaw Beauty is a Philadelphia-based beauty brand offering luxury K-Tip hair extension services, webinars, and academy training programs for beauty professionals. The brand serves both end consumers seeking premium hair services and beauty professionals looking to learn and certify in advanced extension techniques.

With a strong personal brand and a proven service model, Bradshaw Beauty needed a scalable digital marketing system to grow its client base, fill its webinar pipeline, and build a recurring revenue engine across both B2C and B2B audiences.

The Challenge

What we inherited:
  • No structured paid advertising system generating consistent leads
  • Webinar funnels running without proper audience targeting or retargeting
  • Organic social presence with minimal reach and no system for converting followers to leads
  • No CRM pipeline to track lead flow from ad click to booked appointment
  • Disconnected campaigns with no unified funnel strategy
The core problem:

Bradshaw Beauty had real demand and a compelling offer — but no system to capture, nurture, and convert that demand at scale. Every campaign was a one-off effort rather than a compounding growth engine.

Goals

  • Generate a consistent, cost-efficient flow of leads for K-Tip webinars and beauty services
  • Build a full-funnel paid advertising system on Meta covering awareness, consideration, and conversion
  • Grow organic social presence on Instagram and Facebook to support brand credibility and reduce reliance on paid traffic
  • Establish a CRM pipeline to track and convert leads into confirmed appointments
  • Drive measurable revenue growth through the webinar and academy funnels

Strategy Overview

We built a multi-layer growth system combining paid advertising, organic social media, and CRM automation — designed to work together as a single conversion engine rather than isolated tactics.

Full-Funnel Meta Advertising

We structured campaigns across three distinct funnel stages to guide cold audiences from discovery to booking:

  • Top of Funnel (TOF): Awareness campaigns targeting local Philadelphia audiences and beauty professionals nationally, using video content and lifestyle creatives
  • Middle of Funnel (MOF): Engagement retargeting for audiences who interacted with content, featuring webinar promotions and K-Tip education content
  • Bottom of Funnel (BOF): Conversion-focused lead generation campaigns with form-fill objectives, targeting warm audiences with direct service offers

Webinar & Academy Funnel Campaigns

K-Tip webinar campaigns were the primary revenue driver. We built dedicated campaign structures for each webinar date, including:

  • K-Tip Webinar campaigns (10/4, 9/17, 12/20, 01/18, 10/2) generating hundreds of leads per run
  • Outcome-focused ad copy emphasizing professional transformation and income growth
  • Landing page optimization for maximum registration-to-attendance conversion
  • Retargeting sequences for webinar no-shows and unconfirmed registrants

Bradshaw Beauty Specials Campaign

A dedicated always-on campaign for beauty service offers, primarily targeting local Philadelphia consumers interested in luxury hair extensions. This campaign generated 1,579 form leads at $3.28 CPL — the single highest-volume lead campaign in the account.

Organic Social Media Growth

Alongside paid campaigns, we managed a content strategy across Instagram and Facebook designed to:

  • Build brand authority through educational and lifestyle content
  • Drive organic link clicks back to webinar and booking pages
  • Grow a qualified audience of beauty professionals and consumers
  • Support paid campaigns by warming audiences before they entered the funnel

CRM & Pipeline Integration

All leads from Meta were captured directly into GoHighLevel CRM with automated follow-up sequences, appointment booking flows, and pipeline tracking — giving Bradshaw Beauty full visibility into lead quality, appointment conversion rates, and revenue attribution.

Campaign Breakdown

Campaign 1

K-Tip Webinar Series

Objective

Lead generation for webinar registrations

Formats

Video ads, carousel, lead forms

 

Key results

2,000+ webinar leads across multiple runs

 

Avg. CPL

$12–$41 per lead depending on audience temp

 

Campaign 2

Bradshaw Beauty Specials

Objective

Lead generation for beauty services

 

Reach

72,319 | Impressions: 227,574

Results

1,579 leads at $3.28 CPL

Total spend

$5,182.91

Campaign 3

KTip Special-12/4

Objective

Lead generation

Reach

20,458 | Impressions: 31,385

Results

514 leads at $1.25 CPL

Total spend

$642.81

Campaign 4

5/30/26 — Leads Campaign K-Tip Free Webinar 2

Objective

Website leads

Reach
9,709 | Impressions: 15,205
Results

211 website leads at $1.46 CPL

Total spend

$307.86

Performance Metrics

Paid Advertising — Meta (Jan 2025 – Jun 2026)
Total Impressions
1,295,902
Impressions
78,685
Total Conversions
3,359
Avg. CPC
$0.32
Total Ad Spend
$25,162
Cost Per Conversion
$7.49
Landing Page Views
1,697
Link Clicks (3 active)
10,866
Organic Social Media (Jan 2025 – Jun 2026)
Instagram Views
1,600,000 (↑ 100%)
Instagram Reach
382,700 (↑ 257.8%)
Instagram Content Interactions
37,500 (↑ 100%)
Instagram Link Clicks
19,600 (↑ 6,500%)
Instagram Profile Visits
65,400 (↑ 428.8%)
Instagram Follows
6,800
Facebook Views
1,500,000
Facebook Link Clicks
15,800 (↑ 35,100%)
Facebook Profile Visits
20,300 (↑ 81,300%)
Facebook Follows
1,300 (↑ 63,200%)
CRM & Revenue (GHL Dashboard — 2025–Jun 2026)
Total Revenue (till date)
$48,490
Total Contacts
7,540
Total Funnel Views
30,160
Unique Funnel Views
22,140
Total Appointments
233
Confirmed Appointments
171
Webinar Funnel Lead Value
$212,490
Webinar Registration Rate
99.53%

Results

Before:
  • No structured paid advertising system
  • Minimal organic reach — less than baseline engagement
  • No CRM pipeline or appointment tracking
  • Webinars filling slowly with no predictable lead flow
After:
  • $48.49K in tracked revenue generated through the CRM pipeline
  • 3,359 total leads at an average cost of $7.49 per conversion
  • 1.6M Instagram views and 382.7K reach — built from near zero
  • 171 confirmed appointments booked through the automated pipeline
  • $0.32 average CPC across 78,685 total paid clicks
  • Webinar registration rate of 99.53% — nearly every lead who entered the funnel registered
  • 7,540 total contacts built in CRM from paid and organic sources combined

Key Insights

  • Low-cost lead generation is achievable in the beauty space when targeting is precise — our best campaigns delivered leads at $1.25–$3.28 CPL
  • Webinar funnels with strong follow-up automation convert at exceptionally high rates — 99.53% registration-to-registration conversion proves the funnel quality
  • Organic social amplifies paid performance — the 1.6M Instagram views provided audience warmth that dramatically improved paid retargeting efficiency
  • CRM integration is non-negotiable for a beauty brand running multiple offer types simultaneously — without pipeline visibility, revenue attribution is impossible
  • Consistent content + targeted paid creates compounding returns — Bradshaw Beauty’s monthly trajectory showed consistent upward growth across all channels

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