Case study on setting up targeted advertising for a salon in Poland
Progress
Project
1
Beauty salon in Poland, promotion of beauty services in Poland, advertisement of beauty salon in Poland.
2
Purpose of advertising
Online registration for procedures via the registration website. The client chooses a procedure, a convenient time, and registers.
What the Needy People team has done
3
Launch of turnkey advertising campaigns on Instagram and Facebook.
Setting up a Facebook Pixel on your site to collect and track traffic.
Using 4 different audiences and hypotheses.
Creation of 6 sets of creatives for targeting for each vacancy.
Check for compliance with Facebook rules and launch the campaign within 24 hours. Monitoring and optimization of the advertising campaign.
4
The result of the team's work We need people
The initial test budget was $126, it was launched for a cold audience based on interests.
The further advertising budget was increased to $450 - $700 per month.
The average price for writing in Direct is from $0.11 to $0.23.
Settings
5
With proper planning, optimization of creatives and strategy, it is possible to optimize an advertising campaign and reduce the price per application by 25-50%. The team is currently working on this, introducing new advertising companies and optimizing existing ones.
The main objectives of a beauty salon advertising campaign
Our goal was to create a stable flow of new clients for the beauty salon, expand the base of regular visitors, and increase brand awareness on social media. Main tasks:
attract applications for popular procedures (manicure, cosmetology, massage, haircuts);
optimize the advertising budget to reduce the cost of a lead;
create a positive image of the salon among the local audience;
to form a base for retargeting and repeat visits.
How we built an advertising strategy for Beauty Salon
We used a comprehensive approach, combining precise targeting with attractive creatives.
Infrastructure and analytics preparation
-
Meta Pixel is set up to track requests and bookings.
-
End-to-end analytics are connected for performance analysis.
Advertising creatives and offers that attract women
-
Banners and videos were developed with an emphasis on services and advantageous promotions.
-
The following offers were used: “20% discount on the first visit”, “A complex of procedures at a special price”, “Promotion for friends - come together”.
-
The visuals are created in an elegant style that emphasizes the atmosphere of the salon.
Precise targeting and audience segmentation
-
Main target audience: women aged 20–45 who are interested in beauty and care.
-
Additional segments: young mothers, office workers, students.
-
Geo: local advertising within the city.
-
Look-alike audiences and retargeting to those who visited the site or interacted with social media were used.
Beauty salon advertising campaign results
150+ applications in the first month of operation.
The CTR of the best ads is 4.6%.
The average cost of a lead is $1.5.
More than 40% of new customers became regular visitors.
Increased brand reach on social media by 65%.
Which tools proved to be the most effective?
Video reviews of procedures in a "before/after" format.
Banners with an emphasis on promotional offers.
Retargeting those who did not complete online registration.
Recommendations for further growth of Beauty Salon
To further optimize results, we recommend:
launch Instagram Reels with customer reviews;
test Google Ads for local promotion;
connect online recording via a chat bot in Messenger or Telegram.
Conclusions
-
The Beauty Salon case proved that well-designed targeted advertising can ensure a stable flow of customers, increase brand awareness, and form a base of regular visitors.
-
Thanks to the work of the "Necessary People" team, the beauty salon received measurable results - more applications, new clients, and increased profits.
The basis of the team
Denis
Denis is the voice of our company. He spends hours making sure that our clients feel cared for and enjoy their interactions with the company. If you have any suggestions or ideas, you can write to us.
Christina
Khrystyna is responsible for the product concept, manages the creative team. Her task is to help the customer formulate a message for the target audience and visually package it so that it is correctly perceived.
Eugene
Evgeny is the main creative engine of our team. Logical thinking, analytical mindset, but at the same time can always impress our clients with a unique approach to business.
Daria
Daria's job is to formulate the client's objectives and desires, and then communicate them to the team of specialists. The project manager has to gather his or her will into a fist and finish the task with shocking force.
Nikita
Responsibility, broad horizons, marketing vision and many more qualities that can be said about Nikita. A unique tandem is the quality and speed with which Nikita performs her work.
Karina
A native speaker and expert in foreign languages with over 10 years of experience in writing texts for various tasks. She will study your tone of voice and craft the perfect text for each specific need.
Targeted advertising of beauty salons and services
Targeted advertising for a beauty salon allows you to turn Instagram and Facebook from a “profile with photos of your work” into a stable channel of posts. In the beauty niche, competition is high, and the client often chooses based on the first impression: visuals, price, atmosphere, reviews. If the salon does not use targeting, the page is seen mainly by existing subscribers, and new clients go to competitors who are more active in advertising. In this case, targeted advertising for a beauty salon was focused on the most profitable procedures: styling, coloring, hair care, manicure, eyebrows, comprehensive beauty services. The main goal was to increase the number of applications via Direct, calls and online registration while maintaining an adequate cost of the lead. Advertising campaigns were built to show not just “discounts”, but a clear service: a comfortable salon, experienced masters, transparent prices and live before/after results.
Beauty salon niche and initial conditions for launching advertising
The beauty salon operated in a densely populated area of the city, had a base of regular customers and an active profile on social networks, but new requests came unevenly. The page was viewed mainly by those who already knew about the salon, and promotion was limited to recommendations and organic reach. Appointments were kept thanks to a loyal audience, but windows in the schedule of masters remained, especially on weekdays and "off-season" periods. Targeted advertising for the beauty salon had previously been launched episodically, without clear analytics and segmentation, so it was difficult to understand what exactly was working. The main tasks were: to stabilize the flow of new customers, fill weak days in the schedule, test different areas of services and find out which of them bring the best return on advertising. Special attention was paid to local targeting so as not to waste the budget on an audience that is inconvenient to get to the salon.
Targeting challenges for local beauty salons and hairstylists
A local beauty salon faces several typical challenges in targeting. First, an overly broad geotarget quickly "eats up" the budget for showings to people who will not physically come to the salon. Second, the audience is very diverse: some are looking for a basic haircut, others for complex coloring, and still others for injection procedures or care. Universal ads work poorly, so targeted advertising for a beauty salon required segmentation by services and client portrait. Third, trust in the beauty industry is mostly based on visuals: real photos, videos of the process, the work of masters, and reviews. Without this, even a properly configured target yields few entries. It was also important to coordinate advertising with internal processes: quick response in Direct, availability of free windows with masters, and systematic recording of applications for further analysis.
Targeted advertising strategy for a beauty salon in social networks
The promotion strategy was built around several main areas: hair coloring and care, manicure, eyebrows, and comprehensive offers such as "image renewal." Separate ad groups with their own creatives, offers, and audience segments were created for each area. Targeted advertising for the beauty salon was launched on Instagram and Facebook with a focus on mobile traffic, where users most often view examples of work. Geotargeting was set up in a radius around the salon location, with a focus on women of a certain age and interests related to beauty. Some campaigns were optimized for messages in Direct, others for transitions to the online booking page. For visitors who interacted with the profile but did not sign up, retargeting with soft reminders and promotional offers was set up.
Creatives, before and after photos and communication in the client's language
Creatives played a key role in the results. The ads used only real photos of the salon and the work of the masters: coloring, haircuts, styling, manicure, eyebrow correction. Special emphasis was placed on the “before/after” format, which works well in targeted advertising of a beauty salon and immediately shows the level of the master. The texts were written in simple, lively language without unnecessary “pretentious” phrases, with a clear explanation of the benefit: update your image for an important event, refresh your color, get a care before vacation, book a convenient time after work. A limitation trigger was added: an appointment for the nearest dates, favorable offers for specific services. Each ad had a clear call: write to Direct, click the appointment button or call. This made it possible to shorten the path from viewing the ad to the first contact with the salon administrator.
Targeting results and opportunities for further salon growth
After several weeks of optimization, the beauty salon's targeted advertising showed a steady increase in the number of advertising requests. The record began to fill weekdays more evenly, the number of "empty" windows decreased, and the base of new customers was steadily replenished. Some visitors who came for promotional offers stayed for repeat procedures and recommended the salon to their friends. Campaign analysis made it possible to highlight the most effective services and creatives, redistribute the budget in favor of trends with the best payback. Social networks ceased to be just a portfolio of works and became a full-fledged marketing channel. Further development includes scaling successful connections, testing the video format, launching separate campaigns for gift certificates and seasonal offers. With this approach, targeted advertising for a beauty salon remains a long-term tool for business growth.