Beauty Salon in Geneva

Primary acquisition channel: targeted advertising on Facebook|Instagram

Key details:

Niche - Beauty

Services - Manicure, pedicure, massage, permanent makeup, Endosphère therapy, laser hair removal

Geo: Geneva, Switzerland

Budget: 700 CHF

Main objective:

Promote the salon's website and generate as many service bookings as possible. Also grow the Instagram profile and connect a chatbot. Launch ads driving to Instagram Direct and test it as a client acquisition channel.

Work completed:

Installed the Pixel to track user actions on the website

Launched ad campaigns

Built a chatbot to send broadcasts to users who had engaged with the Instagram profile

Created Lookalike and warm audiences in the Facebook ad account

Wrote scripts for video creatives

Analyzed competitors and the target audience, and built ad offers based on the ad funnels of competitors' best-performing campaigns

What we tested:

Campaign objectives - Leads, Traffic, Engagement

Audiences - Women 18-45, Women 20-50, Women 20-50 + Interests: Sports, Beauty, Health; 1% Lookalike based on Instagram followers; Retargeting of users who visited the profile within the last 60 days.

Static and video creatives

Ad account screenshot

Results for the period:

Invested 638.99 CHF. Reached 29,453 users with 90,187 impressions. Generated 231 leads and 283 Instagram profile visits. Average cost per lead: 2.7 Fr.

44 bookings received. Average service price - 80 Fr. Revenue: 3520 Fr. CR = 19%.

ROAS (return on ad spend) = 5.51