Targeting for beauty salons: clients from your neighbourhood via Instagram and TikTok.
Clients choose a master by their Instagram portfolio and go to the nearest salon. We set up ads within a radius of each location using masters' portfolios and a clear offer, capture leads in WhatsApp and CRM, and report the cost per booked client — not likes.
In the beauty niche, targeting works through visuals and geography. Visuals: masters' work — manicure, colouring, lashes — is the best ad creative; it generates desire and trust better than any discount banner. Process and result videos in Reels and TikTok deliver high reach at a low cost per impression. Geography: clients go to a salon 10–15 minutes from home or work, so city-wide ads mean spending money on people who will never come.
The offer matters too: 'book a manicure' doesn't work; 'manicure + gel polish for ₸8,900 this month', 'first visit with a discount', 'membership for 5 manicures — 15% off' do. For cosmetology — focus on results and safety, without promising a medical outcome.
Leads go to WhatsApp or a lead form passed instantly to CRM, where the administrator replies within 15 minutes; we then count not clicks but booked and arrived clients per campaign.
What's included in salon ad management.
We select 2–4 services with a clear benefit: discounted manicure, first-visit offer, membership, seasonal treatments. Each gets an offer and a landing page.
2–5 km radius around each location, overlap exclusions, separate campaigns per location and neighbourhood.
Photos and videos of work, process Reels, Stories with reviews, before/after with client consent. We test 6–10 variants and keep what drives bookings.
Lead to WhatsApp with a pre-filled message or a lead form passed to CRM in seconds, auto-reply and a task for the administrator.
Reels and TikTok showing manicure, colouring and lash processes — cheaper impressions, works well for the 18–30 audience.
Website and Instagram visitors who watched the video but didn't book; reminder of the offer in a different format.
Lookalike based on the client base from CRM or YClients — the cheapest bookings after the first 200–300 clients.
Meta Pixel, CRM and call tracking combined: cost per lead, cost per booking, cost per arrived client, revenue by campaign and service.
Campaign structure.
- Campaign 'Manicure/pedicure': radius, women 20–45, monthly offer
- Campaign 'Hair': haircut, colouring, keratin, 25–45
- Campaign 'Lashes and brows': 18–35, before/after, process video
- Campaign 'Cosmetology': 28–50, hardware treatments, skincare
- Campaign 'First visit': discount, radius, new audience
- Retargeting: site, Instagram, 50%+ video views
- Lookalike from CRM clients
- TikTok: manicure, lashes, colouring for 18–30
Advertising restrictions for cosmetology and beauty.
Meta restricts ads for cosmetological procedures: you can't promise a medical result, exploit insecurities ('wrinkles are shameful'), or advertise injectable procedures (botox, fillers) naming the specific product. TikTok has similar restrictions. We write creatives that comply with these rules from the first attempt: the focus is on care and results, not 'fixing flaws'. For cosmetology practices we keep the licence and terms on the landing page — this reduces the risk of ad rejection.
What a client from targeting costs.
Based on our experience and market data in Kazakhstan: a manicure or haircut lead — ₸800–₸2,500; a booked client — ₸2,500–₸6,000; an arrived client — ₸4,000–₸10,000 depending on city and competition. For cosmetology and laser hair removal a lead costs more — ₸3,000–₸8,000 — but the average ticket is higher too. The key factor is response speed: if the reply takes more than 30 minutes, a significant share of leads go cold and move to competitors.
What affects management pricing.
Management for one salon on one platform — ₸150,000–₸250,000 per month; two platforms (Instagram + TikTok), multiple locations or two languages — ₸250,000–₸400,000. Ad budget is paid separately, minimum ₸200,000 per month; in competitive Алматы neighbourhoods — from ₸250,000. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
Video creative production is quoted separately. General terms on the targeted advertising page.
The short version.
How much does targeting for a beauty salon cost?
Management from ₸150,000/month plus ad budget from ₸200,000/month. In competitive Алматы neighbourhoods the budget starts at ₸250,000. Less than that and the algorithms don't have time to learn.
Which services should be advertised first?
Those with a clear benefit and a short decision cycle: discounted manicure, first-visit offer, haircut. Cosmetology and laser hair removal get separate campaigns focused on results and safety.
How soon will bookings come in?
First leads — within the first week; a stable cost per client — after 3–4 weeks of campaign learning and creative selection.
Do I need a website for targeting?
For lead forms and WhatsApp — no, but a service landing page with price, master and booking improves conversion. We often build a landing page in 1–2 weeks in parallel with ad setup.
What do you count as a result?
Booked and arrived clients per campaign, their cost and the revenue generated — via the ad account, CRM and call tracking combined. Reach and likes are not results.
Same service for other industries
Need clients from your neighbourhood? Tell us your services and locations — we'll suggest campaigns and a budget.
Tell us your city, location addresses, priority services and current ad budget. We'll reply with a campaign plan and forecast within 1–2 business days.