The Ultimate Salon Advertising Playbook

 

In Episode 56 of The Mirabella Mindset Live, Mirabella drops a masterclass on how salon and beauty professionals can unlock the full potential of online advertising. If you’re running ads but not seeing results—or if you’re just starting out—this blog is your roadmap to making every advertising dollar count. We’re diving deep into the must-know principles that will help you attract your dream clients, grow your brand, and increase revenue without wasting a dime.

1. Before You Run Ads, Build the Right Foundation

Think of ads as fuel. But if you’re pouring high-octane gasoline on a broken-down engine (read: a poorly built website or weak social media), don’t expect results.

Polish Your Online Presence

Your website must be fast, easy to navigate, and clearly communicate what you do. Load times, clean design, and simplified checkouts for e-commerce matter more than you think.

Make Your Social Media Pop

Your IG or Facebook page should reflect your brand, your skillset, and what sets you apart.

Start With SEO

Ads work better when built on top of organic traffic. “First start with SEO,” says Mirabella. Run an audit. Optimize your site. Then add ads as fuel to that fire.

2. Conversion Tracking Is Non-Negotiable

You can’t scale what you don’t track. Accurate conversion tracking tells ad platforms what’s working—and what’s not.

• Define Real Conversions: Track meaningful actions—bookings, purchases, form submissions—not random clicks.
• Avoid False Signals: Tracking every click as a conversion confuses ad platforms and wastes money.
• Leverage Machine Learning: With accurate data, Google and Meta will auto-optimize and find people most likely to book, call, or buy.

3. Google vs. Meta: Know When to Use What

Where should you spend your ad dollars? It depends on your goal:

• Google Ads: Best for capturing intent. If someone’s searching “best balayage near me,” Google is where you want to be.
• Meta Ads (Instagram/Facebook): Ideal for brand awareness and showcasing artistry.
• Best Strategy? Run Google Ads to a landing page, build trust, then retarget those visitors on Meta. It’s the perfect one-two punch.

4. Zero in on the Right Audience

• Know Your Clientele: Use surveys or casual convos to uncover your best clients’ habits, brands they love, and frustrations.
• Create Lookalike Audiences: Target people who mirror your top clients.
• Speak to Their Pain Points: Content that addresses frustrations—damaged hair, bad salon experiences—cuts through the noise and builds trust fast.

5. Craft Scroll-Stopping Ad Content

• Diversify Your Ad Types: Think tutorials, product reviews, behind-the-scenes, transformations, and testimonials.
• Boost What Works Organically: Find your top-performing social posts and turn them into ads.
• Use the Hook → Story → CTA Framework:
  • Hook: Grab attention (e.g., “Tired of bad highlights?”)
  • Story: Share your unique solution or transformation.
  • Call to Action: Tell them exactly what to do next (e.g., “Book your transformation today”).

6. Make Sure You Can Handle the Demand

There’s no point in attracting more clients if your system can’t handle them.

• Streamline Your Services: Reduce appointment times without sacrificing quality.
• Audit Your Booking Process: Is it easy to schedule? Are you following up? Can you scale if demand doubles?

7. Test Everything: AB Testing & Optimization

• Test Creatives: Try different images, colors, and headlines.
• Test Messaging: See what hooks and CTAs generate better results.
• Pro Tip: Test Instagram Reels on TikTok first. TikTok’s algorithm gives faster feedback, so you can post the winners back on Instagram.

8. Track the Numbers That Matter

• Customer Acquisition Cost (CAC): This is your #1 metric. How much are you paying to get a new client? Lower is better.
• Lifetime Value (LTV): Are your clients coming back? Repeat clients = higher LTV = more profitable ads.

9. Landing Pages vs. Lead Forms

• Lead Forms (Meta): Low friction, more leads—but lower quality.
• Landing Pages (Your Site): Fewer leads, but higher intent and better retargeting. Ideal if you also sell products.

10. Don’t Forget Retargeting

Install your Meta and Google pixels. Retarget those who’ve watched videos or visited your site. Warm leads convert best—they’ve seen you once, and just need a nudge.

11. Stay Compliant with Ad Policies

Avoid exaggerated claims and be cautious with cosmetic/medical services. Platforms like Meta flag anything that seems too good to be true.

Final Thoughts: Strategy Over Spontaneity

Running ads without a clear plan is like throwing money into the wind. Instead, adopt the Mirabella Method: build your foundation, track your results, know your platforms, speak to your ideal client, and refine as you go.

When done right, online advertising isn’t just about getting clicks—it’s about creating loyal, high-value clients who keep coming back.

Ready to optimize your salon's ad strategy? Start with an SEO audit, refine your client journey, and then layer in ads with precision and purpose. Your dream clients are out there. Let’s go get them.

 

Watch Full Podcast HERE