Google Ads and Facebook Ads for a Beauty Salon: 60% More Clients in 4 Months
Med spa marketing case study: starting point and goal
The story of Katarzyna, who invested in a beauty salon offering medical aesthetics treatments and laser hair removal.
First contact with adsfox
Katarzyna had opened her salon just a year earlier and assumed that a good location, a listing on Booksy and high-quality services would be enough to break through in a small, low-competition local market.
Reality turned out differently. Despite relatively little competition in her town, clients were not finding her. At least not as often as she had assumed in her business plan when buying equipment and hiring staff.
She found adsfox through one of our Facebook ads.
She clicked the ad and immediately booked a no-obligation consultation. Then, in the rush of daily work, she forgot about it.
Our consultant called Katarzyna and offered another (and, as it turned out, final) slot for a free consultation.
The free marketing consultation
During the consultation it turned out the client did not yet have her own website, only a free page on a business.site domain.
(Effective campaigns aimed at sales need a properly planned, fast-loading website of your own.)
So we referred the client to an adsfox partner whose company specializes in WordPress sites, and for even better optimization we agreed the site should let clients buy treatments directly, so the ads would not be stuck promoting Booksy.
What convinced Katarzyna
Katarzyna decided she wanted to work with a company that advertises itself, and in the meantime she watched several video testimonials from our clients and concluded she had to try this kind of advertising anyway.
As she puts it, the deciding factor was that the results of every ad would be visible in a dedicated client dashboard. She also felt that a company which builds its own marketing tools, invests in its own ads and offers to work without locking you into a contract is more credible from the start than a small agency.
After weighing all the options, Katarzyna chose the full-service Facebook Ads and Google Ads package. With no time or experience to create graphics and copy, she handed those tasks to adsfox specialists. The ad budget was set at about $1,250 a month, based on the salon’s needs and finances.
(For businesses just starting with online ads we usually begin with smaller budgets, but Katarzyna told us that too few clients walking in was costing her far more.)
The adsfox strategy split the ad budget 60:40 between Google Ads and social media campaigns, with a focus on winning local clients who had never visited Katarzyna’s salon.
What we implemented before launching the beauty salon campaigns
Building the website
The first step was commissioning a new, optimized website from a trusted adsfox partner. The site had to be fast, intuitive and well designed for SEO. The new salon website included all the essential information about services, pricing and online booking. It also allowed clients to purchase services directly, which made it much easier to use the salon’s offer. Together with the web partner we then set up a Google Search Console account for Katarzyna so the new site would get indexed by Google faster. If you are starting from the same place, our web design agency builds sites with this kind of conversion tracking in mind from day one.
Fixing the Google Business Profile
Fixing and optimizing the Google Business Profile was key to increasing the salon’s visibility in local search results. Katarzyna’s salon started showing up higher in search, which increased website visits and direct inquiries. Linking the profile to the Google Ads account allowed better ad targeting and more effective outreach to potential clients.
Setting up analytics
The next stage was analytics. Installing and configuring Google Analytics 4 allowed detailed tracking of website traffic and user behavior. That made it possible to analyze which campaigns bring the best results and which pages are visited most. Setting up the Meta Pixel made it possible to measure on-site interactions and track conversions from Facebook ads.
(Keep in mind that a Google Analytics 4 setup does not end with installing the tracking code, it starts there. At adsfox a GA4 configuration covers well over a dozen elements.)
If you want to know what a full Google Analytics 4 setup includes, see our Google Analytics guides.
In Katarzyna’s case we had to program custom events to measure sales value, clicks through to Booksy, form submissions and phone number clicks on the site.
Then we configured Meta Pixel events measuring the same interactions.
(Here is the list of standard Meta events that adsfox specialists work from, with a description of each event. Without this, it is a waste to spend even a single dollar on Facebook or Instagram ads.)
Med spa Google Ads and Facebook Ads results
The combination of SEO, paid search and social media ads meant that within 4 months of working together, Katarzyna’s salon was serving 60% more clients on a steady budget of about $1,250 a month.
In January, total ad spend of roughly $1,300 directly generated about $11,000 in tracked revenue. On top of that, the campaigns also drove bookings through Booksy, which, because of Booksy’s policy, currently cannot be passed to ad platforms and attributed to campaigns. Katarzyna and her staff additionally ask Booksy clients how they found the salon. Thanks to that she can say that Google and social media ads now bring her 60% more clients than before the campaigns launched.
We are also confident that if Katarzyna’s clients are happy with their treatments they will come back, and the cost of acquiring them again will be close to zero.
(Below is a screenshot from the most recent month of the engagement.)
The Google Ads campaigns for the salon focused on winning local clients who were searching for beauty services nearby. Through the right keyword selection and ad optimization, clicks and conversions grew significantly. That is the standard way our team works on search campaigns; you can read more on our Google Ads agency page.
The Facebook Ads campaigns for the salon focused on building brand awareness and attracting new clients. Visually strong ads and precise targeting reached a wide group of potential clients. Regularly publishing engaging content such as before-and-after photos, client reviews and promotions built an engaged community and increased bookings.
Local SEO for the salon was one of the key elements of the marketing strategy. Optimizing the website for search and configuring the Google Business Profile properly increased the salon’s visibility in local results, which translated into more website visits and more inquiries.
Analysis and optimization were the key to success. With tools like Google Analytics 4 and the Meta Pixel, we could track the effectiveness of each campaign precisely and adjust the strategy based on the data. Regular reporting made it possible to monitor progress and make the necessary changes on an ongoing basis.
What’s next for Katarzyna’s salon
We are still optimizing Katarzyna’s ads and campaigns, even though she is fully satisfied with the results. We may increase the budget soon, but for now Katarzyna does not need a large jump in the number of clients.
We continuously implement decisions about which treatments should be promoted more and which less, to keep Katarzyna’s schedule optimally booked.
Recently the idea came up to extend the treatment shop with a booking management system and leave far fewer open slots on Booksy.
Which tools should a beauty salon use for advertising?
Med spa and beauty salon advertising can take many forms, from traditional methods to modern online tools. It is important to understand which channels are most effective for a specific business. When choosing tools to promote a beauty salon, focus on Google Ads and Facebook Ads. These platforms reach a wide group of potential clients, which is essential for growth. Online marketing for a beauty salon should also include Instagram, where you can show treatment results and build a community.
Why invest in advertising in the beauty industry?
Online advertising in the beauty industry is an essential part of any marketing strategy. Most clients now look for information about services online. Advertising can not only increase the salon’s visibility, but also build the brand and attract new clients. Katarzyna’s investment in advertising her salon delivered significant results.
How to build a marketing plan for a beauty salon
When creating a marketing plan for a beauty salon, focus on a few main areas. First, identify the target audience and tailor the messaging to its needs. Second, invest in a website that is properly optimized for SEO and conversions. Third, do not forget social media, which is an excellent tool for building relationships with clients.
Why local SEO matters for a beauty salon
Ranking a beauty salon in Google search results is another important part of the marketing strategy. With the right SEO work the salon’s website can reach high positions in search results, which increases visibility and attracts more clients. Local SEO for a beauty salon is especially important, because most clients will search for services in their own area. Our SEO agency handles that side of the funnel.
Online marketing in the beauty industry
Online marketing is the future of advertising for beauty salons. It reaches a wide group of potential clients, builds the brand and, as a result, grows revenue. Online advertising allows precise targeting and measurable results, which traditional advertising cannot match. For Katarzyna, investing in online marketing turned out to be exactly the right call.
Want similar results in your industry? Book a marketing consultation and we will check what can be improved in your campaigns.
Related adsfox services
We can run a campaign like this for your business through our Facebook ads agency and Google Ads agency. If your salon still runs on a free business.site page, start with our web design agency. Inquiries from search are built separately, through local SEO with our SEO agency. If you want to first see where your budget is leaking today, start with a digital marketing audit, and the lead generation optimization system handles organizing leads and scoring their quality. You will find results from other projects in our other client case studies.
Who is Katarzyna?
Out of respect for our clients’ privacy, and their frequent reluctance to share results with competitors, we publish only what clients authorize in writing.
We are convinced, however, that dry agency case studies are not enough.
That is why we sometimes record interviews with adsfox clients to show honest, real reviews from satisfied clients.
In our view, reviews like these are the strongest proof of our effectiveness, so we encourage you to watch them. See client reviews
