Challenge

Boulevard, a B2B client management platform for medspas and salons, had run the same ad headlines for years. As their audience grew familiar with the messaging, the creative needed a face-lift to keep capturing attention.

Strategic Approach

I moved beyond the established "Medspa Owner" / "Salon Owner" opener, testing unique header callouts tied to specific platform features and guides. Keywords and checklists surfaced Boulevard's offerings up front, while playful, on-brand phrases like "glow up" and "spring forward" spoke directly to the beauty and wellness industry.

Key Innovation

Trading generic audience labels for industry-fluent language made the ads feel native to the category.

Business Impact

Monthly blog-specific ad copy that transformed generic messaging into scroll-stopping language.