Marketing & Promotions

Facebook Your Way to a Full Book

There are more than 500 million people on Facebook. Increase awareness of your salon and get new clients in your doors with smartly written Facebook advertising campaigns. We’ll show you how.

Successful Wording

These ads got salon owners the results they wanted.


[Title] Nails by Lori
[Destination URL] Facebook page for Nails by Lori
[Image] nail art
[Body Text] Ask me how you can get $10 off a full set.
Advertiser Lori Pendergraft says all of the new clients told her it was the nail art that first attracted them and then the $10 off a full set that made them make the call.


[Title] Black Girls Do Nails Too!
[Destination URL]
[Image] nail art
[Body Text] Black Girls Do Nails Too! We offer Minx, Shellac, & custom glitter acrylic styles as well.
Advertiser Topaz Woodruff says she prefers not to mention a discount in her Facebook ad because she targets an upscale clientele that’s not looking for discounts. But when someone calls and says she saw Woodruff’s ad on Facebook, Woodruff typically gives the new client $5 off her first visit.


[Title] Kelly’s Tips n’ Toes
[Destination URL] Facebook page for Kelly’s Tips n’ Toes
[Image] nail art
[Body Text] Leduc, Alberta certified nail tech (1999) using the Amore and Nailbasics gel systems. Accepting new clients. Call 780-986-9381.
Advertiser Kelly Jones says it worked well for her to have users click through and land on her salon Facebook fan page. “On a fan page you can have virtually everything you want, as in information for hours, price lists, location, all of the photos you want to post. Your future clients can ask you questions, message you for appointments, and choose which design/color of nails they’d like.”



Facebook Advertiser's Checklist

Revise your ad copy and photos every few days by swapping old images for new ones or changing your ad title.

Use a colorful image that stands out against Facebook’s blue and white pages. Tailor the image to the demographic you are targeting.

Include words in your ad copy that you also have included in your keyword targeting to create a more relevant experience for the viewer.

Your ad contains three components: copy, image, and targeting. Mix and match different combinations to see which results in the highest performance. For example, create three ads with the same copy and targeting, but use a different image in each ad to see which image yields the best performance.

Keywords on Facebook differ from keywords on other online ad platforms. Keywords are real interests and activities your customers like to do. Put yourself in your audience’s shoes and find different ways to reach them. Don’t always go for the obvious keywords.

— Adapted from:


Need a more basic introduction, including how to set up your salon’s Facebook page? Visit


Tweaking the Wording

NAILS got Tiffani Douglas, a marketing expert, nail tech, and author of Social Media Marketing: A Guide for Beauty Professionals (available at to offer her improvement suggestions for some Facebook ads that the respective salon owners deemed unsuccessful.


[Title] Is It Time for a Pedicure?
[Destination URL] salon website homepage
[Image] 3 women getting pedicures
[Body Text] Mention VIP Code: “UNWIND” when you call to book your appointment and take 50% off your Classic Pedicure. [salon phone number here]
The advertiser says: “We bid clicks limiting to $50/day. It ran for 4 days. We got maybe 300 clicks but only one customer call. I bid within the range of the suggested bid. I targeted to customers within 10 miles of the salon zip code who are females. Out of 300 customers, one came in. Two made an appointment and never showed up.”
Douglas’ advice: “I would have had my graphic designer create a landing page where potential clients could purchase online and offered them an added incentive. ‘Book now and receive a complimentary shampoo, style, or polish change.’ And I would have expanded my radius: What about people who live outside that area and work close to the salon?”


[Title] Young Nails Educator Wollongong-Southcoast
[Destination URL] Facebook page for her salon
[Image] glitter toes with Young Nails logo
[Body Text] $99 special. Full French set, Glitter toes and a Spray tan. [salon phone number here]
The advertiser says: “In a 50 km. radius, the ad displayed 104,000 times, but I only got 12 clicks/likes. Not one phone call.”
Douglas’ advice: “She didn’t study her clientele and put together a package that would appeal to the same person. When I see this ad, I see three different demographics. One may be a career woman for the French full set, second a teen for glitter toes (and what is that really — she needed to be more specific), third a college girl, mid-20s, who’s still very much into trends. A better package may have been full French set, spa pedicure, and option of a spray tan or massage or wax.”  (We also recommend the advertiser choose to pay per click next time, not per impressions. — NAILS Eds.)


[Title] Nails by Lori
[Destination URL] Facebook page for Nails by Lori
[Image] nail photo
[Body Text] September special. Grab a friend and come in for 2 full sets of acrylic nails for $65.
The advertiser says: This is the same Nails by Lori who also shared a successful Facebook ad for her nail business, so she suspects the problem here must be the wording since the other ad got a much larger response.
Douglas’ advice: “In this ad, she offered them something; in the successful ad (‘Ask me how to get $10 off a full set’), she commanded them to take action. Social media marketing is all about shared or two-way communication. She offered an exchange of information to her potential clients in the successful ad. Here, she used a traditional advertising technique, shouting to the masses, which does not work in social media marketing.” (As in her successful ad, this ad would likely be more successful if only targeting one person — this ad puts the burden on the potential client to not only come into the salon herself, but to also recruit a friend to come with her. — NAILS Eds.)



Special thanks to the following social media experts for providing background information for this article:

> Kathleen Turpell
Imaginal Marketing Group

> Tiffani Douglas
Tiffani’s Beauty Parlor

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