Nobody opens Instagram looking for a salon. They are scrolling, and your ad has a second to be worth stopping for. That takes a real offer and real pictures of your work, not a stock model and a discount code. Then it takes tracking that tells you which ad produced a booking, so the next month's creative is built on evidence rather than likes.
The offer
The offer comes first. The ad is just how we deliver it.
An ad without an offer is a nice photo. Before we open Ads Manager we agree what the campaign is for: a new-client offer on the days you are quiet, a service you want more of, a new stylist's column to fill, a membership or a gift card push before December.
The offer has to be good for you as well as the client, so we build it with your margins and your capacity in front of us. A colour offer on a Saturday you are already full for is a waste of everybody's time. Tuesday mornings are usually where the money is.
- Offer agreed in writing, with the terms, the days it applies and how it is redeemed
- Tied to real capacity in the diary, so it fills quiet hours rather than busy ones
- Consultation-led offers only for medical spas and dermatology clinics, with no medicine names and no outcome claims
Product capture pending
A Facebook and Instagram ad for a salon's midweek offer, shown in the Ads Manager preview on a phone
Creative
Creative from your real work. Never a stock model.
The best salon ads are the ones your team could have posted: a finished colour under the salon lights, a fade filmed in fifteen seconds, the chair by the window with the light coming in. We ask your team for the raw material and we do the rest: editing, captions, formats for feed, Stories and Reels, and the text on the ad.
Each month we run two or three angles against each other, for example the result, the experience, and the offer itself. The ones that produce bookings get more budget and a sequel. The ones that only get likes are retired without ceremony.
- Photos and short video from your salon, edited and captioned by us
- Two or three creative angles tested each month, judged on bookings
- Every ad approved by you before it runs
- Claims checked against the CAP Code before anything goes live
Product capture pending
A set of ad creatives for one salon campaign laid out for review: three images and one short video, each with its caption and the angle it tests
Lead and booking tracking
Tracked from the tap to the diary, not to the click.
Meta will happily report link clicks, landing page views and leads it counted from a form. None of those is a client in a chair. We install the Meta pixel and the Conversions API on your site, loaded after cookie consent, and we set a confirmed booking as the event that matters.
Because the same team built Salon100X, that booking is the conversion, so the report shows cost per booking by campaign and by creative. Where a campaign uses a lead form instead, every lead is logged and followed until it either books or does not, so a lead is never counted as a booking.
- Meta pixel and Conversions API on the site, loaded after cookie consent
- Booking confirmed as the conversion event, checked against the diary each week
- Lead forms logged and followed up, with the outcome recorded
- Cost per booking by campaign and by creative in the monthly report
Product capture pending
The Meta Events Manager screen for a salon's pixel, with the booking confirmed event listed as active and receiving events
Retargeting
Second chances for the people who nearly booked.
Most people who visit your site do not book on the first visit. They were on the bus, the phone rang, they wanted to check with a friend. Retargeting shows them the ad again over the following weeks, with the offer and a shorter route to Book.
Lapsed clients are the other audience. On Salon100X, a segment of clients who have not visited in a set number of days can be built in a few clicks and, where your privacy notice allows it, used to reach them on Facebook and Instagram, alongside an email or SMS campaign from the software itself. The message is not a discount. It is a reason to come back.
Email and SMS campaigns run inside the software. SMS needs your own Twilio account.
Creative refresh
New creative every month, before the old creative goes stale.
An ad that worked in March is invisible by May. People have seen it, and Meta has shown it to everyone likely to respond. So creative is refreshed on a monthly cycle: new angles in, tired ones out, the winners kept and given a new opening frame.
You see the plan before the month starts and approve every piece. Nothing runs that you would be uncomfortable seeing with your name on it, and for clinics every claim is checked again before it goes live.
- A monthly creative plan: which angles, which formats, which ads they replace
- Winners kept and refreshed rather than switched off
- Two or three new pieces of creative each month, from your own photos and video
- Approval from you before anything runs
Product capture pending
A monthly creative test plan for a salon's Meta campaign, listing each angle, its format and which ad it replaces
The monthly report
One page a month: spend, bookings, and what is next.
You get a report you can read on your phone. Spend, leads where a lead form was used, bookings, and cost per booking by campaign and by creative, all against last month. It says which creative did the work, what we changed, and what we will test next month.
It reads from the diary, so it is the same number you see in the software. If the report says a booking came from an ad, you can open the appointment.
Product capture pending
A monthly Meta Ads report page showing spend, leads and bookings by campaign and by creative, with the salon's name and the date range at the top
Questions
Straight answers.
Should I run Meta Ads or Google Ads?
Do I need to be in the ads?
Can you use my client list for retargeting?
What happens with leads from a lead form?
Is Meta suitable for a medical spa or dermatology clinic?
Related
Start with a free audit of your offer and your feed.
Tell us your business type, your quiet days and what you spend now. Within five working days you get a written audit and the campaign we would run first.