Nine campaigns on £130, and what they returned.
Fiaa Studios is my wedding photography studio. Its bookings had come from organic content, so I tested paid on TikTok and Meta to find out which platform, which message and which audience would turn spend into enquiries.
- 19,968reached by the best post
- 434message clicks at 2p each
- 9campaigns across TikTok and Meta
Test 1 · TikTok, Nov 2025
Same spend.
The creative made the difference.
Same objective, same default audience, three photo posts. The price-led Black Friday graphics, packages from £200 and £149, against a five-photo carousel of my wedding work captioned “POV: I’m your photographer”. The cost per thousand views was within 21p across all three.
- 19,968reached by the work-led carousel
- 981profile views from it, with 2,275 likes
- 2profile views from the two price-led posts, across 2,700 reached
Test 2 · Meta, Dec 2025
£66 on Meta.
The wrong people saw it.
Five boosts across Instagram and Facebook, mixing goals and audiences. The POV collage on an engagement goal did the most work. The two ads aimed at “people similar to your followers” went mostly to men, for a service bought mostly by brides.
- 78profile visits from 1,185 people on the POV collage
- 54%men reached by a lookalike ad, 41% on the other
- 0conversations started across all five
Test 3 · TikTok, Jul 2026
Price inside the hook.
434 clicks at 2p.
I kept the POV hook and put the price inside it: “POV: you just found a wedding photographer for £499”, with the full package menu on the second slide. I switched the objective to messaging and built the audience by hand: women 18 to 34 in the UK, interested in wedding dresses and wedding photography. £10 over two days.
- 434message-button clicks
- 2pper click
- 6.1%click-through rate
What I took from it
Three tests.
Four rules for next time.
Lead with the work
The price works inside the hook, not as the hook.
Build the audience by hand
Broad lookalikes spent money on the wrong people.
Pick the platform
For a wedding studio at this budget, TikTok out-delivered Meta.
Track to the booking
Next time, every click gets tracked through to a booking from day one.