How an omnichannel strategy across Google and Meta generated 150+ monthly leads, increased bookings by 62% and delivered over 50 appointments per month
Independent consulting experience · Singapore · Premium salon services
Google + Meta · Below S$10 cost per lead · From enquiry to salon visit
For a premium boutique hair salon, marketing success isn't simply about generating more enquiries. It's about attracting the right customers, communicating the value of professional hair design and turning genuine interest into confirmed appointments.
New Hair Design operates two salons in Singapore, located in Clementi and Bukit Timah, in a competitive beauty market where customers have many salons to choose from. The challenge was to stand out beyond price-driven promotions, reach customers who value personalised hair services and build a more predictable flow of appointments across both outlets.
Higher customer acquisition costs and the gap between enquiries and bookings made it important to connect advertising performance with actual salon visits, not just form submissions.
The objective wasn't simply to generate more leads at a lower cost. It was to turn advertising investment into confirmed appointments and actual salon visits.
Cheap enquiries alone don't guarantee business growth. Even a campaign producing hundreds of leads can underperform when few prospects book or show up. The salon needed visibility across the entire customer journey, from first enquiry through booking and attendance.
We aligned reporting around three performance indicators: cost per lead (CPL), cost per booking (CPB) and cost per show-up (CPS). This helped shift optimisation away from lead volume alone and toward the enquiries that created meaningful business opportunities.
Connect omnichannel acquisition, better qualification and appointment follow-up into one measurable conversion journey.
Google Search helped capture customers already looking for salon services, while Meta created demand with visual, service-led messages. We improved the journey between the advertisement, website or enquiry form, WhatsApp conversation and appointment, then assessed the funnel using CPL, CPB and CPS rather than optimising for cheap leads alone.
Used Google Search to capture existing demand and Meta campaigns to introduce the salon to relevant customer segments. Developed service-led creative angles around stylist expertise, transformations, scalp care and personalised hair design.
Improved offers, front-end creatives, messaging, websites and enquiry forms to identify customers with stronger booking intent. Pre-qualification helped provide more useful context for subsequent conversations.
Connected enquiries with WhatsApp follow-up and clearer website journeys, helping interested customers move from an initial question to a booking conversation and an appointment.
Tracked the journey using CPL, CPB and CPS to assess which campaigns generated quality enquiries, confirmed bookings and actual attendance, so media performance could be evaluated against business outcomes.
A more connected acquisition and booking journey supported both marketing efficiency and appointment growth.
Reported results included 150+ leads per month, more than 50 monthly appointments, a 62% increase in bookings and cost per lead below S$10.
Beyond lead volume, the CPL → CPB → CPS framework offered a clearer way to judge how advertising contributed to real salon opportunities. The figures reflect this engagement and are not a forecast of results for other businesses.
dreamwork.