Meta Ads that bring bums in seats, not just likes from the Philippines
Meta Ads — Facebook and Instagram — work brilliantly for some Australian service businesses and terribly for others. Cosmetic injectables, aesthetics, laser, salons, gyms, allied health, clinics that look good in photos — these convert well on Meta. Tradies, locksmiths, emergency services — these usually don't, because nobody on Instagram is scrolling thinking "I need an electrician right now." LUNA Systems runs Meta Ads for the businesses where it works. We connect ad spend to booked appointments, not to vanity metrics. You see what's spent. You see what booked. You see your cost per booking. No 12-month contracts. No hidden ad spend inside management fees. We'll tell you on the first call whether Meta is right for your business before we touch a dollar.
By Justine Coupland · Last updated May 2026
How It Works
How It Works
Discovery call
30 minutes. You tell us what you sell, who your customer is, what you've tried, and what didn't work. We tell you whether Meta will work for your business. No pitch.
Audit + plan
If you've already got an ad account, we audit it first and show you what's been wasted. New advertisers get a fresh build. Either way, you get a written plan with the first 60 days mapped out.
Build the funnel
Meta pixel install (or CAPI for server-side tracking — usually clinics with conversion-tracking gaps). Audience setup. Creative briefs. Lead form design. Landing pages where Meta's built-in lead form isn't right.
Launch and learn
First two weeks are learning mode. Meta needs to find the right audience. We don't panic-optimise in week 1. From week 3 we tighten targeting, kill weak ad sets, scale the winners.
Optimise weekly. Report monthly.
New creative every 2–3 weeks. Audience rotation. CRM feedback loop so Meta learns from your actual booked customers, not just form fills.
What's Included
Features
Industry Examples
How Different Businesses Use This
Aesthetics & cosmetics
Before/after creative (AHPRA-safe where applicable), Instagram-led campaigns, lead forms with pre-qualifying questions, retargeting from clinic Instagram followers
Salons & beauty
Visual treatment menu ads, suburb-targeted offers, integration with online booking platforms for direct conversion attribution
Gyms & fitness
Free-trial lead forms, 7-day challenge campaigns, retargeting lapsed members, video creative showing real classes
Allied health
Condition-specific awareness campaigns, AHPRA-safe messaging, retargeting from blog readers, Healthengine/Cliniko booking attribution
FAQ
Common Questions
Will Meta Ads work for my business?▼
Sometimes yes, sometimes no. The businesses that work well on Meta usually share three things: a visual offer (something that looks good in a photo or video), a clear before/after or aspirational result, and a target customer who scrolls social media. Beauty, aesthetics, clinics, salons, gyms, allied health, hospitality, e-commerce — usually yes. Trades, emergency services, B2B niches — usually no. We'll tell you on the discovery call before we take any money.
What's a realistic budget?▼
$500/month is the floor. Below that, the data Meta needs to optimise the campaign just doesn't accumulate fast enough. $1,500–$3,000/month is where most service businesses see consistent results. Bigger budgets only work once the funnel is dialled in — there's no point pouring $10k into a campaign that hasn't proven it can convert at $1k.
How is this different from boosting a post?▼
Boosting a post tells Meta "show this to more people." That's it. Conversion campaigns tell Meta "find me people most likely to fill out a lead form for a $500 service in this suburb." Boosted posts get you likes. Conversion campaigns get you leads.
What's the catch with cheap "lead generation" agencies?▼
Two things. One: they often run boosted posts and charge agency rates. Two: they count form fills as "leads" without pre-qualifying. You get 200 "leads" who can't afford your service, don't live in your area, or filled out the form by accident. Cost per lead looks good. Cost per booking is invisible.
Do you write the ad copy and create the visuals?▼
Yes. Ad copy is in-house. Visuals are either supplied by you (existing photos, video) or shot/designed by us. We don't use stock photography on Meta — Meta's algorithm penalises it and customers smell it from a mile away.
What about Instagram Reels and TikTok?▼
We run Reels as part of Meta Ads. TikTok is a different platform with a different ad system — we can run TikTok if you want, but it deserves its own discovery call. They don't transfer learning to each other.
Can you target by suburb?▼
Yes. Meta's location targeting is one of the strongest features. We target by radius around your business, or by specific suburbs, or by drawn polygon. If you only service Brisbane north side, your ads only show north of the river.
How do I know you're not just spending my money on creative development fees?▼
Because we don't. Our management fee is fixed and disclosed up front. We don't have a "creative development" line item. Whatever you spend on ads goes to Meta. Whatever you spend on us is one transparent number you agreed to before the work started.
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Who this works for
We've set this up for service businesses across Australia. Here's a handful of the industries we work with most.
Ready to Get Started?
Book your free discovery call and we'll design a custom automation plan for your business.