Where we started.
We looked at where the studio gets its bookings now and what someone sees when they open the profile for the first time: is it clear what services there are, what they cost and how to book. The ads lead to the profile, so the profile is part of the funnel, not a separate matter.
Audiences.
We split people who hadn't seen us yet from people who had already visited the profile or written in. Those need different messages: the first need to be told who we are, the second need a reminder and a push to book. Put in one campaign, they eat each other's budget.
Events.
We checked that the account registers a conversation started, not any old click. While the event is wrong, the ads learn on random people — the same breakage we've written about separately.
Ongoing work.
Then month by month: new creatives from the studio's own material to replace the burned-out ones, budget shifted onto what works, and a report once a week.