* One category at a time, depth in each. The retainer is earned monthly, or it isn't billed.
Scroll to open the ledger
Entry 01 — Where the work goes wrong
Filed under: diagnosis
Most agencies run fifteen industries and learn yours on your budget. A boutique studio and an aesthetic clinic share almost nothing operationally. One runs on voice and member retention. The other on show-up rate and medical compliance. A generalist playbook fits neither.
† Observed across every account we audit. The playbooks blur; the categories don't.
Entry 02 — Two categories, run as two practices
One at a time. Choose yours.
Intro classes booked by the people most likely to stay. Voice-matched creative, audiences seeded from your highest-retention members.
Consultations that walk in, not clicks that vanish. Compliance-vetted creative, every booking tracked back to the ad that produced it.
Entry 03 — Tested in cycles. Reported weekly. Earned monthly.
Log 03.1Days 01–10 · Testing
Every campaign runs in cycles of seven to ten days. Each one closes with a written log of what we tested and what we learned, and the next cycle starts from it. The first thirty days are slow while we map the account. After that, the cycles compound.
Log 03.2Friday · Reporting
Every week, a five-minute Loom: what we tested, what changed, and why. Watchable on your phone, no meeting required.
Log 03.3Continuous · Guardrail
We protect what each category runs on, the studio's voice or the clinic's compliance, and check every asset against it before it ships.
Log 03.4Monthly · The stake
Targets are set together in month one. Miss them and the next month is on us, tracked in your booking system, not ours.
Entry 04 — The engagement
Monthly cycles · no lock-in
04.A
$1,800 / mo
Strategy, testing, and reporting on your existing creative. Best if you already have a strong content library and a clear offer.
04.B — MOST COMMON
$2,500 / mo
Creative production handled, not just media buying. Best for scaling booked volume.
04.C
$3,500 / mo
Higher volume, landing pages, faster cycles. Best for active growth with real budget behind it.
* Targets set together in month one. Miss them, and the next month is on us — tracked in your booking system, not ours.
Entry 05 — Due diligence
Available before you commit anything
A — Process commitments, in writing
Contractual, not aspirational.
B — Methodology samples
Cycle log template, creative testing matrix, weekly Loom sample. Walked through in your call.
Request the samples
Entry 06 — The operator
Single-operator by design
Haldwen is a Meta Ads practice for med spas and boutique Pilates studios. Single-operator by design. One person runs the testing cycles, records the weekly Loom, and takes the monthly call. No handoff from the person who closed you to a junior you never met. A small operation holds a few accounts at a time, and each one gets attention a thirty-person agency can't give it.
* The person who closes you runs your account. No handoff, no juniors.
Entry 07 — Index of questions
Depth compounds. After a year in a category, we've mapped what converts and what doesn't, and that knowledge carries to every new client. A generalist relearns your business on your budget.
We set targets with you in month one. Miss them, and the next month is on us, tracked in your booking system, not ours. The retainer is earned monthly, or it isn't billed.
A five-minute Loom every Friday: what we tested, what changed, and why. Plus a live dashboard you can log into any time. No standing meetings.
Operationally they share nothing but us. We run each as its own practice, voice and retention for studios, show-up rate and compliance for clinics, and never blend the playbooks.
We work in monthly cycles with no long lock-in. The first thirty days are slower while we map your account, and the value compounds from there. Most clients stay well past the first quarter.
Most major studio and clinic platforms: Mindbody, Mariana Tek, Acuity, Calendly and similar. Reporting ties back to whichever system you already run on.
Entry 08 — The discovery call
30 minutes. No deck, no pitch.
A thirty-minute discovery call. We review your funnel, name the two or three things costing you booked appointments, and walk you through the engagement. No deck, no pitch.
* Quick question? Book ten minutes
