Facebook & Instagram adverts
On this page read an introduction to the many Facebook & Instagram adverts we have run for salons & clinics.
And then read the very detailed description of the campaign that won "Best Salon Marketing Campaign" with all the costs and results.
As we help over 220 salons (and have for almost 20 years) it means we have LOTS of opportunity to test the best way to get new clients.
These are the results from some campaigns (from over 100 we ran last year).
The "offer" will vary from salon to salon, as will their daily budget for spending on advert clicks.
If you are a salon in the USA - click here to see the results in dollars.
Mid-range budget
A salon Facebook & Instagram advert with a mid-range budget of $20 a day.
Ad Features
- A video with hair movement
- Targeted at females 20-50 within 10 miles
- Advert clicks go to their website where the client enters their info and gets an email voucher
The Results over 1 week...
- 54 vouchers taken
- An average of 8 a day
- Cost per click 7c
- Spent on adverts $105
- Cost per voucher download $1.96
Click this link to see the actual advert
Click the blue SHOW AD button to see on your newsfeed
Large budget
A salon Facebook & Instagram advert with a large budget of £80 a day.
Ad Features
- A video with hair movement
- Targeted at females 20-50 within 3 miles
- Advert clicks go to their website where the client enters their info and gets an email voucher
The Results over 1 week...
- An average of 15 a day
- Cost per click 62c
- Cost per voucher sent $0.62
Click this link to see the actual advert
Click the blue SHOW AD button to see on your newsfeed
We won Best Salon Marketing Campaign at the Hairdressing Business Awards for our Facebook & Instagram adverts for the Voodou salons.
The Voodou salons have twice won Salon Marketing Campaign of the Year, scooping the latest award at the Hairdressing Business Awards, while also previously being named Best Salon Website.
Once a client visited the salon, they would receive emails and texts to encourage future visits. The whole campaign was linked to Voodou’s website which has won awards for Best Salon Website and Best Online Salon.
Created by Salon Guru, the website is constantly evolving and has more than 200,000 visitors each year - due to excellent search engine optimisation which puts Voodou at number one on internet searches for over 100 key hairdressing phrases in the Liverpool area.
Phil Evans, MD of Salon Guru, said: “Voodou were our first website client 10 years ago and we now support over 200 salons. We are delighted to help them rethink their marketing campaigns each year to reach more clients - and win more awards.”
The campaign
The new client campaign over the last 12 months utilised the incredible power of Facebook and Instagram adverts to reach clients of the right age, gender, location and buying intent.
In the last year, that has produced over £267,000 of new client income from first visits – all from an advert spend of just £21,890.
The campaign is entirely performance data-driven with many sets of adverts each with its own hair colour videos, headline and promotional text. From there, we choose the “winning adverts” based on sign-ups and cost per acquisition and move them to a live advert set. This process is repeated every week with new videos and headlines.
We then run more tests using the chosen adverts to compare ages ranges and postal codes.
This constant testing and tweaking mean that we have an evolving set of adverts that use the best creative (videos and text) that is always focused on the best demographic (age and locations).
The process to get new client sign-ups has changed many times over the year as we tested new methods to a) reduce costs per acquisition and b) maximise the number of sign-ups.
The process
- Video advert - Shown (from a set of about 10 at any time) see a live example on this link
- Lead Form - Sign-up button opens a Facebook lead form.
- Data saved - Info saved into a database (downloadable for email marketing).
- Email reminder - Triggers an email reminder with links to the website and T&Cs.
- Text reminder - An SMS text message reminder is sent 3 days later.
The numbers...
Campaign income year 1
£276,000 ($340,000)
It brought
4,132 new clients
Average first-visit bill
£76 ($93)
Cost per client acquisition
£3 ($3.70)
Any salon could run the same kind of campaign and spend just 10% of their budget for 10% of the result.