Learn how we generated this Salon 64 unique Leads valued over $13,000!
Due to our strict Privacy & exclusivity policies this salon shall remain anonymous.
They will be referred to as "Salon @" from here on.
Viewing on a laptop is recommended due to large images/diagrams.
Learn how we generated this Salon 64 unique Leads valued over $13,000!
Due to our strict Privacy & exclusivity policies this salon shall remain anonymous. They will be referred to as "Salon @" from here on.
Viewing on a laptop is recommended due to large images/diagrams.
Quick Backstory:
Salon @ had recently hired two new hairdressers and needed new clientele quickly in order to provide them with work. So, after a short consultation call, we determined they would be a perfect fit for our services.
Quick Backstory:
Salon @ had recently hired two new hairdressers and needed new clientele in order to provide them with work. So, after a short consultation call, we decided they would be a perfect fit for our services.
Step One: Creating The Offer
We created two offers, one aimed at getting Ombre Clients and the other at Colour Clients.
The goal was to test the two and see what people were more interested in.
The chart above was based on the Salon's service pricing and was created to help the client choose their offer👆
Step two: Creating The Advertisements
As it was approaching the salon's 13th year in business, we decided to make that the premise of the advertisements. Both were created for the salon using images from their social media.
Offer One (Ombre)
Offer Two (Cut & Colour)
Note* Salon @ already had a well established social media presence with over 1500 followers on Instagram. This provided an excellent foundation to advertise from.
Step One: Creating The Offer
We created two offers, one aimed at getting Ombre Clients and the other at Colour Clients.
The goal was to test the two and see what people were more interested in.
The chart above was based on the Salon's service pricing and was created to help the owner choose their offer👆
Step two: Creating The Advertisements
As it was approaching the salon's 13th year in business, we decided to make that the premise of the advertisements. Both were created for the salon using images from their social media.
Offer One (Ombre)
Offer Two (Cut & Colour)
Salon @ already had a well established social media presence with over 1500 followers on Instagram. This provided an excellent foundation to advertise from.
Step Three: Creating the Lead Form
In order to get the best results and most accurate data we used Facebook's built in lead form option. This allowed us to ask any necessary questions needed to qualify the leads.
Page one explains the purpose of the lead form to prospects and asks them several brief questions
Page two asks for the prospects information in exchange for redeeming the offer. This allows us to contact them shortly after.
Page three asks the prospect to agree to the salon's privacy policy. This is a legal requirement.
Page four thanks the new lead for redeeming the offer and informs them that they will be contacted shortly.
Step Three: Creating the Lead Form
In order to get the best results and most accurate data, we used Facebook's built in lead form option. This allowed us to ask any questions needed to qualify the leads.
Page one explains the purpose of the lead form to prospects and asks them several brief questions
Page two asks for the prospects information in exchange for redeeming the offer. This allows us to contact them shortly after.
Page three asks the prospect to agree to the salon's privacy policy. This is a legal requirement.
Page four thanks the new lead for redeeming the offer and informs them that they'll be contacted shortly.
Step Four: Ad Audience & Targeting
Meta breaks down advertising on their platforms into three sections
similar to folders on a computer:
Campaign, Ad Sets, Ads
The "Campaign" section is the top level where you decide what type of ad you will be running (Leads, website traffic etc). It houses your Ad sets within it.
The "Ad Sets" section is the second level, in which you can determine your budget and targeting. Each Ad set can have multiple "Ads" within it.
The "Ads" section is the bottom level and is where you determine the visual elements of your advertisement such as the image/video, text and lead form.
For Salon @ we used 8 Ad Sets within one Campaign.
This is because targeting a wide range of people (across multiple Ad sets) would allow us to build a more accurate picture of the type of person who was interested in our offer.
More specifically, we wanted as many different people as possible opening our lead forms.
That way, Facebook could gather data and make connections about what type or person was most likely to do so. We then used this to create a "Lookalike Audience" that targeted similar people.
Step Four: Ad Audience & Targeting
Meta breaks down advertising on their platforms into three sections similar to folders on a computer:
Campaign, Ad Sets, Ads
(see diagram below👇)
The "Campaign" section is the top level where you decide what type of ad you will be running (Leads, website traffic etc). It houses your Ad sets within it.
The "Ad Sets" section is the second level, in which you can determine your budget and targeting. Each Ad set can have multiple "Ads" within it.
The "Ads" section is the bottom level and is where you determine the visual elements of your advertisement such as the image/video, text and lead form.
For Salon @ we used 8 Ad Sets within one Campaign.
This is because targeting a wide range of people (across multiple Ad sets) would allow us to build a more accurate picture of the type of person who was interested in our offer.
More specifically, we wanted as many different people as possible opening our lead forms. That way, Facebook could gather data that we could then use to create a "Lookalike Audience" that targeted similar people.
Step Five: Optimising Results
In order to maximise the results we got for the budget, everything was monitored on a daily basis. This way, after the first few days of the ads being live, we could turn off any Ad Sets that weren't performing.
Step Five:
Optimising Results
In order to maximise the results we got for the budget, everything was monitored on a daily basis. This way, after the first few days of the ads being live, we could turn off any Ad Sets that weren't performing.
Step Six: Converting Leads to Customers
Once someone had submitted the form and become a lead, they were automatically sent a confirmation email and SMS. The second SMS message contained a link to a custom funnel page we created for the Salon containing a booking calendar, reviews and example photos.
Over the course of the next few hours/days the leads were contacted by the Salon and Agency, attempting to book them in if they hadn't done so themselves.
Automated messaging and built-in intent detection was used to assist in this process.
This made it easy to respond to leads within the CRM, as each one was automatically categorised based on their responses and stage in the lead nurture process.
Finally, unresponsive leads were put into a short term email nurture campaign. This was designed to give them more information about the salon and offer, increasing the chances of a booking.
Step Six: Converting Leads to Customers
Once someone had submitted the form and become a lead, they were automatically sent an offer confirmation email and SMS. The second SMS message contained a link to a custom funnel page we created for the Salon containing a booking calendar, reviews and example photos.
Over the course of the next few hours/days the leads were contacted by the Salon and Agency, attempting to book them in if they hadn't done so themselves.
Automated messaging and built-in intent detection was used to assist in the process. This made it easy to respond to leads within the CRM, as each one was automatically categorised based on their responses and stage in the lead nurture process.
Finally, unresponsive leads were put into a short term email nurture campaign. This was designed to give them more information about the salon and offer, increasing the chances of a booking.
The Results
Over the course of 2 months, 3 campaigns were run for a total of 19 days. Each campaign improved upon the last, resulting in a total lead count of 64 (65 - 1 One lead from testing).
The results from each campaign were broken down as such 👇
Campaign 1:
Tested the Ombre offer and used broad targeting across 8 ad sets. It was designed to gauge audience interest and get data for the lookalike audience.
After the first 48 hours of the campaign being active, 5 of the the Ad sets were switched off to conserve budget while the 3 highest performing ones (outlined in red) were left on.
The Campaign was live for 9 days and generated 10 leads valued at $329 each. The cost per lead was $13.49 for this campaign.
Campaign 2:
Used the Cut & Colour offer and had the first iteration of Lookalike audiences. It had 8 Ad sets and was designed to get as many people as possible opening the lead forms.
Similar to Campaign 1, after running for 48 hours, 4 of the Ad sets were switched off while the 4 highest performers were left on.
The Campaign was live for 5 days and generated 23 leads valued at $179 each. The cost per lead was an excellent $4.88 for this campaign.
Campaign 3:
Had 4 Ad sets and used the data from the previous two campaigns to optimise the Cut & Colour offer; as it had been the most successful of the two.
After 24 Hours only one Ad set was turned off due to lesser performance while the other three remained on.
Campaign 3 was live for 5 days and generated 32 leads valued at $179 each. The cost per lead for this campaign was a phenomenal $2.96 each.
Note: The CPM (cost per 1000 impressions) reduced alongside the cost per lead with each respective campaign. This is a further indicator that the targeting improved as the data-base for the Lead-Form lookalike audience grew.
Finally, from the $94 spent on the 3rd campaign, 6 appointments were booked.
With each one valued at $179, final campaign had an 11x return on investment or 1,135.31% !
Want to see similar results with your business?
Book a free call with us to get started!
The Results
Over the course of 2 months, 3 campaigns were run for a total of 19 days. Each campaign improved upon the last, resulting in a total lead count of 64 (65 - 1 One lead from testing).
The results from each campaign were broken down as such 👇
Campaign 1:
Tested the Ombre offer and used broad targeting across 8 ad sets. It was designed to gauge audience interest and get data for the lookalike audience.
After the first 48 hours of the campaign being active, 5 of the the Ad sets were switched off to conserve budget while the 3 highest performing ones (outlined in red) were left on.
The Campaign was live for 9 days and generated 10 leads valued at $329 each. The cost per lead was $13.49 for this campaign.
Campaign 2:
Used the Cut & Colour offer and had the first iteration of Lookalike audiences. It had 8 Ad sets and was designed to get as many people as possible opening the lead forms.
Similar to Campaign 1, after running for 48 hours, 4 of the Ad sets were switched off while the 4 highest performers were left on.
The Campaign was live for 5 days and generated 23 leads valued at $179 each. The cost per lead was an excellent $4.88 for this campaign.
Campaign 3:
Had 4 Ad sets and used the data from the previous two campaigns to optimise the Cut & Colour offer; as it had been the most successful of the two.
After 24 Hours only one Ad set was turned off due to lesser performance while the other three remained on.
Campaign 3 was live for 5 days and generated 32 leads valued at $179 each. The cost per lead for this campaign was a phenomenal $2.96 each.
Note: The CPM (cost per 1000 impressions) reduced alongside the cost per lead with each respective campaign. This is a further indicator that the targeting improved as the data-base for the Lead-Form lookalike audience grew.
Finally, from the $94 spent on the 3rd campaign, 6 appointments were booked.
With each one valued at $179 final campaign had an 11x return on investment or 1,135.31% !
Want to see similar results with your business?
Book a free call with us to get started!
