The best way to market the massage business is not to market massage. Massage is something everyone offers. If you expect to stand out from the crowd consider changing your body work services to something that is not so common. Be specific on each type of body work speciality service you offer such as body contouring, facial renewal, wellness therapies, such as a full body detoxification session, or specific therepeutic offers such as soft tissue injuries or chronic issues.
People are used to seeing ads for massage, but it is much less often they see an ad for full body detoxification. These specialty services offer you the opportunity to stand out from the crowd and offer something specific to the customers needs. Performance based ads (ads you only pay if you get the customer) are a great tool for these types of speciality offers for two reason. First, you only pay a commission for the first visit and second they are multisession therapies which means you do not pay any commission for the 2nd, 3rd, or later appointments, When you divide the commission by the number of appointments the cost is insignificant.
There are many more ways to market the massage business by offering speciality treatments. DMT the therapist can promote such as arthritis, cellulite, digestive issues, scar tissue, and still more. You can keep one running every week helping to bring in a stream of new clients to your business.