Harsha & Rakesh Salon & Academy
01The Problem
Harsha & Rakesh operated a salon and beauty academy in Mumbai but lacked a systematic approach to customer acquisition. No structured lead generation for salon appointments or academy course enrollments. Unable to track campaign performance or optimize for different business objectives.
02The Solution
Built a dual-campaign Facebook Ads strategy with separate campaigns for salon services (lead generation for appointments) and academy courses (conversion for enrollments). Implemented localized targeting within Mumbai, custom audiences from existing clients, lookalike audiences for scaling, and carousel ads with before/after transformations for salon services and testimonial videos for academy courses.
03The Execution
Ad Strategy
Salon campaign: Before/after carousel ads and 20-second transformation videos showcasing salon services, targeted to females 18-40 within 5-8km radius of Andheri West. Academy campaign: Student testimonials and class preview videos targeted to females 18-28 across Mumbai Metropolitan Region. Used custom audiences from existing salon clients and 1% lookalike audiences from best-paying customers.
Funnel Structure
Salon funnel: Carousel ads → Lead form (instant booking forms) → Appointment confirmation → SMS reminder. Academy funnel: Video ads → Lead form (enrollment forms) → Follow-up call → Course enrollment. Implemented retargeting for website visitors and Instagram engagers.
Pages
Salon landing pages highlighting transformation results, service details, pricing, and instant booking availability. Academy pages showcasing course curriculum, student success stories, certification details, and enrollment benefits.
Systems
Integrated Facebook Pixel tracking for both campaigns. Set up automated SMS booking confirmations for salon appointments. Implemented email nurture sequences for academy course inquiries. Created dashboard tracking CTR, CPC, CPL, conversion rate, and ROAS for both campaigns.
04Key Metrics
05Visuals
06Results Summary
Successfully generated 300 qualified leads for salon services at ₹40 cost per lead with 25% conversion to bookings (75 appointments monthly at ₹1,500 average ticket size, ₹1,12,500 monthly revenue, 9.37x ROAS). Academy campaign generated 120 leads at ₹67 cost per lead with 10% conversion to enrollments (12 students monthly at ₹25,000 course fee, ₹3,00,000 monthly revenue, 37.5x ROAS). Video ads achieved 3x higher CTR than static images. Lookalike audiences produced 40% better lead quality. Retargeting reduced cost per lead by 35%. Recommendation: Scale academy campaigns metro-wide to reach ₹1,00,000 monthly ad spend.