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Scottsdale, AZ · Med spa · Local campaign

Filling summer weekdays after the snowbirds leave

Hannah Nguyen made social posts and ran Meta ads for Ocotillo Skin & Aesthetics, a med spa in Scottsdale, AZ (Jun 1 – Jul 31, 2026): 44 weekday bookings in the two slowest months.

Client
Ocotillo Skin & AestheticsMed spa
Where
Scottsdale, AZOld Town Scottsdale, McCormick Ranch, Arcadia, and Paradise Valley
When
Jun 1 – Jul 31, 2026
Services
Social posts, Meta ads

Results

Jun 1 – Jul 31, 2026

  • 17,400People reached by the ads and posts
  • 612Clicks through to weekday booking
  • 44Weekday bookings, facials and consults
  • $348Meta ad spend, $7.91 per booking
  • 9Pairs of friends who booked together
  • 13New clients who booked a second visit

The brief

Ocotillo’s calendar is full from January to April and half empty by June, when seasonal residents fly home and Scottsdale passes 110 degrees. The owner wanted weekday facials and consults booked from June through August by people who live and work here all year, without discounting the whole menu. The limits: no before-and-after photos, no medical claims, the nurse approves every word, and a small ad budget.

Goal
Fill weekday consults and facials from June through August, when seasonal residents have gone home.
Who and where
Year-round residents aged 30 to 55 who work near Old Town and North Scottsdale and can come in on a lunch break.

What the client gave me

Last summer’s booking report (weekdays between 11 and 2 were the emptiest hours), a few phone photos of the facial room and lobby, the list of year-round clients, and one offer the owner was willing to run: two consults booked together, in one weekday visit.

The facial room on a June afternoon, blinds half down against the heat. The owner sent it as the room to feature.
The facial room on a June afternoon, blinds half down against the heat. The owner sent it as the room to feature.
The lobby at noon on a Tuesday last July.
The lobby at noon on a Tuesday last July.

What I made

Lunch-hour timing, a no-pressure consult explainer, sun-care tips for an Arizona summer and a bring-a-friend weekday offer.

  1. Lunch-hour facials near Old Town
    Lunch-hour facials near Old TownReshot the facial room with the blinds open and wrote the headline around a lunch break. Thirty minutes and back at your desk by 1 is the whole pitch.Caption Most year-round clients work within a few miles. Framing the facial around a lunch break answers the real summer objection, which is time, not heat.
  2. Your first consult, step by step
    Your first consult, step by stepTurned the nurse’s consult routine into three steps and ended on no pressure, the words clients kept using at the front desk.Caption First-timers worry about being sold to. Showing the consult step by step, ending with “no pressure,” makes booking feel safe.
  3. Desert sun skin rules
    Desert sun skin rulesA sun-care post with no offer at all, checked by the nurse. It kept the spa in people’s feeds between the posts that ask for something.Caption Sun-care basics for an Arizona summer, the kind of post people save and send to a friend. It keeps the spa in the feed between offers.
  4. Bring a friend this summer
    Bring a friend this summerThe owner’s two-consult offer, shown with two friends instead of a price. Weekdays only, so it fills the hours that need it.Caption Locals who stay through summer often book with a friend. Two consults in one weekday visit fill time that would sit empty until the snowbirds return.

How it went out

Where it ran

  • Ocotillo’s Instagram and Facebook page
  • Instagram Stories
  • Google Business Profile
  • Email to year-round clients
  • A nearby Pilates studio’s newsletter
  1. Jun 1“Lunch-hour facials near Old Town” on Instagram, Facebook and Google, and by email
  2. Jun 3Meta ads start with the lunch-hour post, about $6 a day, weekdays only
  3. Jun 10“Your first consult, step by step” on Instagram and Facebook
  4. Jun 17Desert sun skin rules, posted the week Scottsdale first reached 110
  5. Jun 24“Bring a friend this summer”, swapped in as the ad
  6. Jul 8The Pilates studio shares the friend offer in its newsletter
  7. Jul 31Ads end; the lunch-hour post stays pinned
Best ad: Lunch-hour facials near Old Town

Meta ads

Audience
Adults 28 to 55 within 3 miles of Old Town Scottsdale, where most of the nearby offices are, on weekdays only
Budget
$354 planned, $348 spent
Dates
Jun 3 – Jul 31

The lunch-hour ad did the work in June: most clicks came between 11 and 1 on weekdays, from phones, so people really were booking on their break. The friend ad cost more per click ($0.71 against $0.49) but filled two chairs at a time, and it brought 16 of the 27 bookings that came through ads.

What happened

July went better than June. The friend offer brought 9 pairs, 18 of the 44 bookings, and the Pilates studio’s newsletter sent 5 of them. The sun-care post was saved more than anything Ocotillo had posted that year, though it booked nothing on its own, which was the point. The email is what didn’t work. It went to the whole client list, and most of the people who opened it were seasonal clients in Minnesota and Michigan until October. Of the 44 bookings, 31 were new clients, and 13 of them booked a second visit before August ended.

What I’d do next

Start in mid-May, before the calendar empties, and split the email list into year-round and seasonal clients before sending anything. Keep the ad on weekdays only and lead with the friend offer from the start. And ask the Pilates studio for a swap: their class schedule at our front desk, our offer in their newsletter.

More work by Hannah

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Availability updated Oct 12, 2026.

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