Meta Ads Case Study Driving Bookings for a Hinjewadi Salon & Spa
Meta Ads Management (Facebook & Instagram) · Salon, Spa & Nail Art Services

Meta Ads Case Study: Driving Bookings for a Hinjewadi Salon & Spa Through Offer-Led Campaigns

Salon, spa & nail art services · Hinjewadi, Pune · 4 months

Project Overview

Industry:

Salon, spa & nail art services

Service:

Meta Ads Management (Facebook & Instagram)

Objective:

Increase booked appointments for a salon and spa in Hinjewadi, Pune, fill off-peak slots with discount-led offers, bring past customers back through retargeting, and drive bookings from nearby residential and IT-park areas rather than relying on walk-ins alone.

The project focused on structuring Meta campaigns around how people actually book a salon or spa visit — browsing on Instagram, responding to an offer, then calling, messaging, or walking in — rather than relying on a single citywide “boost post” campaign.

The Challenge

The business had an active Instagram presence and real walk-in demand, but Meta ads were not being used with any real structure:

One generic campaign promoted all services together, so budget was not weighted toward what actually filled appointment slots

Targeting covered Pune broadly, instead of Hinjewadi and the nearby localities people could realistically travel in from

Off-peak hours (weekday afternoons) stayed empty with no offer built around them

Past customers were not being retargeted, so every campaign was paying to reach new people only

No way to tell whether a lead from Meta actually resulted in a booking, since most enquiries came in by phone call, WhatsApp or Instagram DM, not a website form

Discount offers were posted organically but not promoted with paid reach or tracked for redemption

The challenge was not a lack of interest in the brand — it was that none of that interest was being captured, segmented, or targeted to the people actually likely to walk in.

Research & Discovery

We began by mapping how customers actually moved from seeing an ad to booking, since most of that journey happens off the website. The research covered:

  • • Instagram and Facebook engagement data — which services and posts got the most saves, shares and DMs
  • • Booking patterns by day and time, to identify which slots needed a discount push and which were already full
  • • Existing customer list and repeat-visit frequency, to assess retargeting and lookalike potential
  • • Which nearby localities (Hinjewadi, Wakad, Marunji, Baner) existing customers actually came from, to size a realistic targeting radius and test whether IT-park working hours should shape campaign scheduling
  • • Competitor salon/spa ad creative and offer structures in the same part of Pune
  • • Review of how bookings were currently being recorded (or not) when they came from calls or DMs

This stage showed that paid reach was not the gap — location targeting, conversion tracking, and off-peak demand generation were.

Meta Ads & Measurement Setup

Since most bookings do not happen on a trackable web form, we built measurement around the business’s real booking flow rather than relying on the Meta pixel alone. We set up:

  • ✓ A dedicated promo code for each Meta offer campaign, redeemed in-store or by phone, so an in-person booking could still be attributed to the ad that drove it
  • ✓ Call tracking numbers used only in Meta ad creative and landing pages, to separate ad-driven calls from organic ones
  • ✓ Instagram and WhatsApp click-to-message tracking, to count DM enquiries as a funnel stage even before they became a booking
  • ✓ A simple weekly log from front-desk staff tagging new bookings as “mentioned the Instagram offer,” and noting the customer’s locality, to catch conversions tracking tools miss entirely

This made it possible to report real booked appointments and redeemed offers, by locality, not just link clicks or landing page form-fills.

Proven Case Study Impact
Hinjewadi Salon & Spa: +55% Booked Appointments & 4.2x ROAS

From a single generic campaign to service-split, radius-targeted, offer-led Meta campaigns with real booking attribution in 4 months.

Meta Ads Strategy

1. Service-Split, Radius-Targeted Campaign Structure

Replaced the single all-services, citywide campaign with separate campaigns for the business’s main categories (hair, nail art, spa/wellness). Each campaign used a tightly set radius around the salon’s Hinjewadi location rather than targeting Pune broadly, since most realistic bookings come from people living or working within a short travel distance — including the IT park’s working professionals.

2. Discount-Led Offer Campaigns for Off-Peak Hours

Built specific conversion campaigns around limited-time offers (e.g. a weekday-afternoon discount, a first-visit offer) with Instagram and Facebook creative built to be shared, scheduled to run ahead of the slow hours they were meant to fill.

3. Retargeting & Customer Win-Back

Set up retargeting to people who had engaged with the Instagram page, visited the website, or appeared in the customer list as a past visitor who had not returned in a set period, with creative speaking directly to “come back” rather than generic service promotion.

4. Lookalike Expansion from Real Customers

Once enough real booking and engagement data existed, built lookalike audiences from the actual customer list — weighted toward the localities already producing bookings, primarily Hinjewadi, Wakad and Marunji — rather than relying on Meta’s broad interest-based targeting alone.

What We Did & When

Month 1 — Audit & Measurement Setup.
Mapped the real booking journey, sized the Hinjewadi targeting radius from existing customer locations, set up promo codes, call tracking and DM-tracking, and reviewed existing ad account structure and spend.
Month 1–2 — Campaign Restructure.
Split the single campaign into service-specific, radius-targeted campaigns and built the first discount-led offer campaign for off-peak hours.
Month 2 — Retargeting Launch.
Set up retargeting audiences from website visitors, Instagram engagers and the existing customer list; launched win-back creative for lapsed customers.
Months 2–3 — Lookalike & Offer Refinement.
Built lookalike audiences from booking data as it accumulated, and refined offer campaigns based on which discounts, time slots and localities were actually converting to redemptions.
Months 3–4 — Monitoring & Refinement.
Reviewed promo code redemptions, call volume and DM-to-booking rates monthly, and shifted budget toward the best-performing service campaigns, offers and localities.
Before After
One generic campaign for all services Separate campaigns by service category
Citywide targeting, not matched to travel distance Radius targeting around Hinjewadi and nearby localities
Off-peak hours had no targeted offer Discount-led campaigns built specifically for slow slots
No retargeting of past visitors or engaged followers Active retargeting and win-back campaigns running
Bookings from calls/DMs untracked Promo code, call and DM tracking in place
Targeting based on broad interests only Lookalike audiences built from real, locality-weighted customer data
Results

Improvements came from structuring campaigns around real booking behavior and location, and being able to track offline redemptions — not from simply increasing ad spend.

Measured over 4 months. Source: Meta Ads Manager, booking system, promo code redemption log.

+55%
Booked Appointments from Meta — bookings tracked via promo code, call tracking and DM attribution, combined.
-25%
Cost Per Booking — total Meta ad spend divided by tracked bookings.
4.2x
Return on Ad Spend — revenue from redeemed offers divided by ad spend on those campaigns.
Business Impact
The salon could, for the first time, see which campaigns were filling appointment slots rather than just generating likes or link clicks — including bookings made by phone or DM that would previously have gone unattributed to the ad spend behind them. Results were also visible by locality, so the salon could see whether Hinjewadi itself, or nearby areas like Wakad and Marunji, were responding better to which offers, and plan future promotions accordingly.
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