How @khom.me Booked $319K of Fine Line Work in San Francisco, California on $19K of Meta Ads

Artist: Mariana · Location: San Francisco, California · Styles: Fine Line, Floral, Scar cover-up

Twelve months of numbers from a San Francisco fine-line tattoo artist: $319,200 booked on $18,837 of Meta ad spend, a 17x ROAS, from our dashboard.

The numbers

• Reporting window: Feb 2024 - Jan 2025
• Revenue booked: $319,200
• Meta ad spend: $18,837.45
• Return on ad spend: 16.94x
• Booked clients: 146
• Messages: 2,136
• Booking rate: 6.8%
• Average check: $2,186.3

The brief

• Style and themes: Fine-line floral work, and nothing outside it. She is moving toward larger projects and scar cover-ups, and turns away anything that is not fine line, color included, rather than bend her style to fit.
• Tone of voice: She wants women to see how their body can be transformed. Nothing aggressive, no unethical appeals, no cheap hooks.
• Goals: Fill the nearest dates with clients; 10 to 15 bookings a month; Promote her monthly guest spots; More large-scale and scar cover-up work
• Definition of success: In her words, a good month is when the workload she needs is filled early, before an empty calendar starts to gnaw at her, with consultations lined up ahead of time, everyone scheduled, and clear progress on the month before.

What we did

Audit and client map

Before anything ran, we took her account and market apart: who actually books fine-line and cover-up work at full rate, where they sit, and what makes them stop and open a message. For her that meant women who had been through something - scars from surgery, a mastectomy, a C-section - and wanted the mark on their own terms. That map became the page every targeting and creative call after it traced back to.

Premium positioning

The account was pointed at one kind of client: the woman who books her for the work and the care around it, not the one hunting the lowest quote. Positioning does the sorting before anyone messages, so her inbox fills with people who already want what she does and are ready to sit down.

A messages-first funnel

Everything was built around one action: someone opening a real conversation in her DMs. That is the lead we optimized for. Because this kind of campaign aims loosely on its own, we steered it by hand early on, so the budget stayed on the women worth reaching instead of whoever was cheapest to show an ad to.

Targeting built for her market

No broad audience handed to the algorithm to sort out. We built the targeting by hand around her city and the people in it, and around the guest spots she travels to each month, so the ads ran where she would actually be working, then kept tightening it as real bookings showed who was worth more.

Creative as a system

One video is not a campaign. We kept new work going out on a steady rhythm so the ads never wore thin, and refreshed them without throwing away the likes, saves, and comments a winning ad had already earned.

Read, adjust, scale

This part never really stops. Every few days we read what the account was doing, pulled budget off whatever was fading, and put more behind whatever was booking, giving the strongest ads a longer run so the system could settle into them. The longer it ran, the sharper it got.

Key takeaways

• 17x return on ad spend across 12 months
• $319,200 in booked-session revenue from $18,837 of ad spend
• 146 booked clients at a $2,186 average check
• Instagram grew from 3.7K to 37K followers over the partnership

Founder's note

My whole path as a tattoo marketer started with Mariana! Thanks to her, I found out about the tattoo world at all, and about how much there is inside this creative community! It was Mariana who, back when I was still working at a company in Miami, flew in from Germany and wrote me something along the lines of: "hey Dima, I've got basically no clients here and I need promotion, can you point me to someone who could help me with that?" And without thinking twice, I started studying how everything works here, 4 years ago... Over the time we've worked together we've broken more than one or two personal records, we've made each other's lives substantially better than they were before. I'm endlessly grateful to you for your contribution to my growth, and with that gratitude I'm making your life even better, I hope!