Nail Room by Saule

Problem

A new business starting from zero: no online presence, no way for clients to find or book the salon, and no steady flow of clients.

Starting point

Nothing was in place: no Facebook or Instagram profiles, no Google Business Profile, no online booking and no advertising.

Strategy

Build the full path a local client takes before spending on ads: profiles that show real work, a Google Business Profile so local clients can find the salon, online booking, and then Meta Ads that bring people to Instagram and into messages.

What we set up

• Facebook and Instagram profiles set up and filled with posts and service information based on the marketing strategy
• Google Business Profile created, completed and optimized
• Setmore account set up for online booking and client management
• Meta Ads campaigns that bring people to Instagram and into direct messages
• Ongoing testing of audiences and creatives

Results

Ads started in November 2024. Within about four months, the owner had built a regular client base and her schedule was nearly fully booked, as reported by the client. Ads then continued with smaller budgets until September 2025 to keep the schedule full. Paid ads have been off since then, and the business runs without them: the Google Business Profile set up at launch keeps bringing in new clients. Figures come from Meta Ads Manager and Google Business Profile; Google keeps only recent profile data, so those numbers are from 2026.

Key insights

• Real photos of the salon's own work performed best in ads and on the profiles.
• Strategy came before ads: profiles, Google Business Profile and booking were ready before the budget was spent.
• Ads built the client base fast; the Google Business Profile keeps it growing without any ad spend.
• 89% of Business Profile views came from mobile Google Search and Maps, so the profile has to work on a phone first.