In the competitive world of hair salons, standing out and attracting new clients is a constant challenge.
This case study explores how AC Generates worked with a local beauty salon to transform its online booking system into a revenue generating powerhouse by leveraging digital advertising strategies on Facebook & Instagram.
The goal:
To increase the number of online bookings made through the salon's website.
Increase customer retention to ensure customers return to the salon.
The first step:
Before diving into the digital advertising aspects, the first step always taken is to analyze the current web traffic, online conversion rates, site bounce rates, where the traffic is currently coming from, gaps that may be in the sales funnel (from first contact to making a booking), and make appropriate suggestions to ensure the digital advertising efforts are maximized.
Targeting Strategies used:
A variety of targeting strategies were used to ensure we tested every option during the initial testing phase including.
Matched audiences - uploading the current customer list to the Meta platform to allow the algorithm to find all existing customers on Facebook & Instagram for retargeting purposes.
Lookalike audiences - a custom audience built based on the existing customer list, to find those on Facebook & Instagram with similar demographics and personas.
Interest based audiences.
Geo-fencing within a specific distance of the salon based on the above.
& more (I can't give away all the details..)
Campaign Strategies & optimizations used:
Traffic campaigns - during the testing phase we drove significant traffic to the site to see what actions people would take, and build up as much data on the ad account as possible in a short period of time.
CRM Integration with Meta pixel - the salon CRM was integrated with the ad account, and pixel installed on the CRM, to ensure everything was tracked correctly and bookings made were attributed correctly to the ad account.
Conversion campaigns - a custom conversion event was created and used as the event to be optimized for. This campaign is run at the TOP of funnel, as well as in the retargeting phase. There is a reason for this, work with us to find out why!
Retargeting campaigns - retargeting existing customers, website visitors, those who engaged with the social media accounts, and more, were all retargeted also using a conversions campaign.
Latest campaign results:
The results speak for themselves when determining the success of a campaign.
Below these campaign highlights you will find a screenshot directly from the clients ad account.
Last 7 days.
3,166 individuals reached in the Miami area.
$19.62 average CPM across the two campaigns.
Total spend: $343.54
Total bookings made: 58.
Cost per booking: $5.92
Revenue Generated: $5,652.00
Return On Ad Spend: 16.45x
By partnering with Alex, this salon leveraged hyper-targeted ads to reach potential customers and boost its online bookings.
By harnessing the power of paid advertising, this collaboration not only enhanced the salon's visibility but also showcased the effectiveness of well-executed digital advertising to drive business growth.