When it comes to growing your PMU or beauty business, ads are the fastest way to attract new clients. While organic posting and referrals are valuable, nothing compares to the consistency of a well-built ad system.
But with so many options—Facebook Ads, Instagram Ads, Google Ads, TikTok Ads, YouTube Ads—where should you start?
At Esthetic Edge, we've tested them all. Here's the truth: most PMU artists should begin with Facebook & Instagram Ads.
Facebook + Instagram (also called Meta Ads) are the best starting point for beauty businesses because:
Reach women in your city who are interested in brows, beauty, or cosmetic treatments.
Before/after photos, healed results, and client reactions shine on Instagram and Facebook.
Launch campaigns quickly, test multiple creatives, and see results in days, not months.
Ads can open directly into Messenger or Instagram DMs, making booking easy.
You can begin with as little as $20/day while still generating leads.
👉 In short: FB & IG ads are the lowest barrier, highest return channel for new PMU businesses.
Learn More About Facebook & Instagram AdsOnce your Facebook & Instagram Ads are running smoothly, the next best step is Google Ads.
Why? Because Google Ads capture search intent.
When someone types "powder brows near me" or "permanent makeup artist [city]," they're ready to book.
Google Ads place you at the top of search results, above organic listings.
Perfect for catching clients who are actively looking right now.
👉 Think of Facebook/Instagram Ads as "creating demand" and Google Ads as "capturing demand."
Yes, there are other platforms (TikTok, YouTube, Pinterest, Snapchat, retargeting ads). They can work, but they're usually best once you've already mastered the fundamentals.
👉 For most PMU artists, these channels are Phase 2 or 3—after Facebook/Instagram and Google are dialed in.
Here's the order we recommend for most artists:
Quickest wins, lowest cost, best fit for beauty content.
Learn MoreScale and diversify once you have a steady client flow.
Not sure where to start? That's exactly why we built this guide.
And when you're ready to scale, we'll help you layer in other platforms too.
👉 Your beauty business deserves more than guessing. Let's build a system that books clients on demand.
Join our community and get access to proven ad templates, targeting strategies, and campaign blueprints that convert browsers into booked clients.
Start Your Ads Journey