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How We Helped an Amsterdam Beauty Salon Fill Their Calendar and Boost ROAS
And boosted ROAS by 213%
How We Helped an Amsterdam Beauty Salon Fill Their Calendar and Boost ROAS
And boosted ROAS by 213%
RESULTS
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122%
48%
213%
CLIENT OVERVIEW
A premium permanent make-up beauty salon located in Amsterdam, specializing in microblading, lip blush, and other cosmetic tattoo services. They were facing challenges with inconsistent lead flow and difficulty keeping their booking calendar full. Despite having great services and a reputable location, their existing marketing efforts weren’t generating the number of leads or bookings needed to sustain growth.
They needed a targeted strategy to increase lead flow while ensuring profitable bookings. This is where we stepped in to optimize their ad performance, streamline their booking process, and generate fresh content that could be leveraged for future campaigns.
CHALLENGE
They had a solid reputation in Amsterdam, but the salon was struggling with a lack of consistent leads. Their calendar was often not filled, and they were not able to leverage their full potential online. Despite investing in Meta and Google ads, their campaigns were not producing the results they desired.
The challenge was to find an effective way to fill the calendar consistently while keeping the ad spend efficient and driving profitability. Additionally, they lacked fresh content for their marketing efforts, which hindered social proof and engagement.
OUR PROCESS
PHASE 1: Account Audit & Strategy
We started by thoroughly reviewing their Meta and Google ad accounts. We identified underperforming areas and optimized campaigns to ensure better targeting. Next, we audited their content strategy and pinpointed opportunities for improvement. Our goal was to create a sustainable approach that would not only fill the client’s calendar but also generate fresh content that could be used for future marketing.
PHASE 2: The “We Are Looking for Models” Offer
To address the dual challenge of filling the calendar and acquiring fresh content, we created a “We Are Looking for Models” offer. This offer allowed models to receive a 30% discount on permanent make-up services in exchange for agreeing to let us record the process for promotional purposes.
This strategy had a two-fold benefit: it brought in new leads (as models sought discounted services) and provided the salon with high-quality content that could be used in future ads, on social media, and for client testimonials.
The Power of Better Ads & Smarter Pages
122%
48%
213%
PHASE 3: Website Optimization & BookingFlow Overhaul
To increase conversions, we revamped the salon's website. We introduced a Video Sales Letter (VSL) page that highlighted the value of the services and explained the model offer in detail. Additionally, we added a direct booking link, removing the previous appointment setter step, which saved both time and costs by eliminating unnecessary employee involvement. This simplified the booking process and helped the salon secure bookings faster.
PHASE 4: Restructured Ad Account & FunnelStrategy
We restructured their Meta ad account to ensure we could target the entire customer journey—from awareness (TOFU), to consideration (MOFU), to conversion (BOFU). This approach allowed us to cast a wider net and ensure that we were reaching potential clients at every stage of the funnel. Ads were also optimized for retargeting those who interacted with previous campaigns but hadn’t yet booked an appointment.
Customer Cohort Analysis
Signs of strong customer retention
92%
73%
PHASE 5: Enhanced Landing Pages for SocialProof
To build more trust and credibility, we overhauled the landing pages their website. We added testimonials, before-and-after photos, and other social proof elements that reassured potential clients about the quality of service. This removed doubts and built confidence, resulting in higher conversion rates for new leads.
RESULTS
BEFORE Clever Converters
9
bookings per week
€9.45
per lead cost
2.3
ROAS
WITH Clever Converters
20+
leads per week
€4.82
per lead cost
7.2
ROAS
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