Russian Nails NYC approached us with the goal of increasing the number of salon bookings through Meta Ads. While initial campaigns showed promising results, tracking issues made it difficult to measure ad performance accurately. Our challenge was to refine the strategy while ensuring a clear attribution of bookings to Meta Ads.
Initial Situation
At the start, we launched a self-booking optimized ad campaign, which delivered impressive results:
✅ 40 bookings at $2.86 per booking
However, a major issue arose: the Boulevard booking system did not display the source of customers who booked via Meta Ads. This lack of tracking made it difficult to assess the true effectiveness of the campaign.
Actions Taken & Challenges Faced
Implementing Analytics (but with Limitations)
To address the tracking issue, we set up an analytics system, but it failed to provide the necessary insights. When we reached out to Boulevard’s support, they suggested using third-party tracking tools, which added further complexity.
Testing a Lead Form Strategy
To improve conversion rates, we tested a Meta lead form campaign, hoping that direct follow-ups would increase bookings. The results were:
📌 26 leads at $4.28 per lead
However, there was a new challenge—when managers called the leads the next day, most clients had already booked with another salon or did not answer their phones.
Testing a Call-Optimized Campaign
Next, we launched a call-optimized campaign, expecting a higher conversion rate from direct calls. Unfortunately, most leads declined or ignored the calls, showing hesitation to book immediately. The results:
📌 5 calls at $33.58 per call
This made the call-based strategy financially unsustainable.
The Winning Strategy & Results
Recognizing that self-booking remained the most effective approach, we decided to test a new incentive-driven method:
🚀 Introducing promo codes for self-booking
By offering exclusive discounts to customers booking through Meta Ads, we aim to:
✔️ Track bookings more effectively
✔️ Encourage immediate self-booking
✔️ Improve ROI by reducing lost leads
Key Takeaway
Self-booking remains the best-performing strategy for Russian Nails NYC. The next step is to refine tracking methods to accurately measure ad profitability and further optimize the campaign.
🚀 Next move: Implementing promo codes and optimizing ad creatives to maximize bookings.
