iBrow iLash Academy & Studio is a hybrid beauty business offering both professional client services and hands-on training programs for aspiring artists.
The studio generates revenue from student enrollments as well as service bookings, making lead quality, expectation-setting, and conversion efficiency critical to sustainable growth.
Structural Growth Issues
The previous agency prioritized retainers and team utilization over client profitability. In cases like this, that misalignment allowed an unprofitable system to persist far longer than it should have.
Messaging & Sales Misalignments
4 issues- Leads had unrealistic expectations due to poor messaging
- Call setter used copy-paste responses that damaged brand trust
- Service Prospects were sent to an outdated training-only website, causing confusion and drop-offs
- Offshore sales team availability was misaligned with lead flow, leaving gaps both at initial contact and peak demand
Lead Quality Issues
3 issues- High lead volume but extremely low conversion rates
- 15–20% of leads were spam
- ~30% of leads were out-of-state or out-of-country
Structural Failures
2 issues- Ineffective local SEO and Google Business Profile strategy
- No clear differentiation between services and academy offerings
Identified Goals
Increase Student Enrollments
Improve Lead Quality
Reduce Wasted Spend
Repair Brand Perception
Approach
Month 1
Website rebuild, brand repositioning, Google Business Profile takeover
Month 2
Sales messaging overhaul, chatbot automation, closer script optimization
Month 3
Paid ads takeover, creative and targeting optimization, ad spend reduction
Month 4
Strategic shift to reduce risk and focus on highest-ROI offers
Execution
Website & Brand Repositioning
We rebuilt the website to clearly separate academy training from client services and repositioned the brand to feel calmer, more premium, and aligned with high-quality students.
Sales Messaging & Automation
We scrapped the existing call-setting approach entirely, rewrote responses to acknowledge lead intent, and implemented a chatbot that responded instantly 24/7.
- Rebuilt call-setting scripts
- Revised sales closer script
- Implemented chatbot automation
- Reduced response delays from hours to minutes
Paid Media Optimization
After taking over paid ads during a major Meta algorithm update, we focused on creative quality, tighter targeting, and efficiency rather than volume.
- Reduced ad spend by 50%
- Improved lead quality
- Maintained consistent results
Results
Stack
FAQ
Improvements in lead quality and engagement appeared within the first month, with consistent student enrollments by month two.
Want predictable results without wasting ad spend?
Growth Guild builds systems that prioritize profit, not vanity metrics.