If your salon or barbershop needs more clients, paid ads might be your best move. Posting on social media, handing out fliers, and improving your Google profile work, but they can be slow. Paid ads, on the other hand, help you get seen immediately by people in your area who are looking for your type of services.
When someone moves to a new city, starts a new job, or isn’t happy with their current stylist, where do they go first? Google. If you’re running Google or Bing ads, your business appears at the top of those search results, before they see your competitors.
The same goes for Facebook and Instagram. The goal of these platforms is to keep people scrolling , not to promote your post for free. That’s why you might only get a few likes even on your best work. But when you pay to run an ad, the algorithm must show it to your chosen audience.
Here’s how to use paid ads the right way:
1. Know Your Client
Paid ad platforms like Google Ads, Facebook, and Instagram give you the power to handpick your audience. That means you’re not shouting into the void; you’re speaking directly to the people most likely to book. But for this to work, you must know who you’re talking to. Are you trying to reach corporate professionals who need a clean, polished look that holds up in a boardroom? Or maybe you’re going after new moms who crave a low-maintenance color that still makes them feel confident and put-together. Each group has different needs, schedules, and reasons for coming to your chair.
Your messaging should reflect that. Don’t try to appeal to everyone when you write your ad copy or choose your visuals. Be intentional. Use language that reflects their lifestyle, challenges, and what they’re looking for, whether that’s time-saving services, a style refresh, or simply a moment to feel like themselves again. The more specific you are, the more likely your ad will stop the scroll and turn interest into appointments.

Over 60% of beauty service clients find new salons through online search.
-Google Consumer Insights
2. Identify Communities Near Your Local Area
Most clients are willing to travel up to 15 miles for the right stylist or barber, especially if they see value in your work. That’s why it’s essential to target your immediate city and nearby neighborhoods and zip codes where potential clients live, work, or commute from.
When setting up your ads, use geo-targeting to include surrounding cities, suburbs, and even high-traffic areas like shopping centers or business parks. Don’t just think about city names—plug in specific zip codes to fine-tune your reach. Including surrounding areas can expand your reach and help your ad appear in the feeds of people close enough to visit your salon or barbershop.
For example, if your salon is in Winter Haven, Florida, you might also target nearby areas like Lakeland, Auburndale, or Haines City. These small additions can significantly affect how many local eyes see your ad—and how many seats you fill.
We reference a list similar to this to help our clients reach the right people in nearby communities:
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List all zip codes within a 10–15 mile radius of your salon/barbershop
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Include nearby cities, neighborhoods, and suburbs in your ad targeting
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Identify high-traffic areas (malls, gyms, schools, business districts)
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Use location-specific language in your ad copy (e.g., Serving area name 1 & area name 2)
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Review ad reports to see which locations are generating the most clicks or bookings

Businesses make an average of $2 for every $1 spent on Google Ads.
-Google Economic Impact Report
3. Create An Offer Your Client Type Can’t Refuse
A powerful offer is more than just a discount. An attention-grabbing offer is a solution wrapped in the exact language your ideal client has been thinking or saying out loud. Whether you’re targeting busy professionals, new moms, or young trendsetters, your offer should speak directly to their desires and pain points. Maybe it’s roots that show too fast, styles that don’t last, or appointments that are hard to fit into a busy schedule. Whatever it is, your offer should feel like the answer they didn’t know they were waiting for.
Yes, pricing matters. A good offer gets attention, but don’t rely on price alone. Instead, pair your discount with messaging that taps into their pain points.
For example, “Low-maintenance color that still looks salon-fresh 6 weeks later” or “Finally, a stylist who listens and delivers.”
The initial offer may be heavily discounted, and that’s okay because the goal is to get new clients through the door. Once they’ve had a great experience, your retention strategy—rebooking, upsells like deep treatments or glosses, or targeted follow-up emails—can turn that one-time discount into long-term revenue. A compelling first-time offer is just the opening move in a much bigger game.
Here are a few real offer examples tailored to different client types, with messaging that speaks to their desires and pain points

Client Type: Busy Professional
Offer: “Polished in 45: Executive Cut + Style for $29 (Reg. $49)”
Ad Copy:
“You’ve got meetings to run and moves to make—your hair shouldn’t slow you down. Get a clean, confident look in under an hour. Quick, sharp, and done right.”
Client Type: New Moms
Offer: “Color That Keeps Up With You – First Visit $79 (Reg. $130)”
Ad Copy:
“Low-maintenance color that looks good—even on 3 hours of sleep. Get a salon refresh that grows out gracefully, fits your routine, and gives you a moment of peace.”
Client Type: Men Who Want Consistent, No-Hassle Grooming
Offer: “Look Sharp for $18 – First-Time Haircut Special (Reg. $32)”
Ad Copy:
“You’re busy. You want your haircut clean, fast, and right the first time. Get a precision cut and crisp lineup from a barber who respects your time—and your fade. First-time clients get $10 off.
Client Type: Busy Women Who Need Long-Lasting, Professional Nails
Offer: “Gel Nails That Last – $35 First-Time Special (Reg. $50)”
Ad Copy:
“You’ve got enough on your plate—your nails shouldn’t be another thing to stress about. Try our signature gel manicure for just $35. You’ll enjoy a long-lasting shine, chip-free wear, and a clean, relaxing space.”
4. Use Birthday Campaign For Social Media Ads
One of the most underused—but incredibly effective—targeting features on Facebook and Instagram is the Birthday Audience filter. Unlike platforms like Google, which rely on search intent, Meta’s ad platform allows you to target people who have upcoming birthdays. That means you can deliver your ad at just the right time, when someone is already thinking about treating themselves, getting dolled up for a party, or simply doing something special.
Here’s how it works: Facebook lets you run ads that will only show to users in a specific geographic area who have birthdays in the current or next month. That allows you to position your salon or barbershop as part of their celebration plans. Think about it—who doesn’t want to look fresh for their birthday?
Your ad copy should highlight the celebratory vibe and make it feel personal. Use messaging like:
“Celebrate Your Birthday in Style – $20 Off Any Hair or Grooming Service This Month!”
“Your Birthday, Your Glow-Up. Book Today and Get a Free Add-On Treatment With Any Service.”
Bonus Tip: Pair this ad with a booking link and a special “Birthday Offer” label so the experience feels exclusive. Saying the offer is only valid during their birthday month adds a sense of urgency.
Why This Works: People are more willing to splurge on themselves or try a new style during milestone moments. Even if they haven’t heard of your business before, a birthday ad with the right tone, image, and offer creates an instant emotional connection—and gets them in the door.
5. Use Data to Improve Results
The beauty of digital ads isn’t just in the visibility—they give you data. Real numbers that tell you what’s working, what’s not, and where to adjust. Instead of guessing or wasting money on vague promotions, you can make smart decisions based on how people respond to your ads.
Start by reviewing your campaign metrics:
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Which ad got the most clicks or bookings?
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What image or headline performed the best?
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Which audiences converted at a lower cost?
These aren’t just vanity stats—they’re signals. They help you fine-tune your targeting, improve your messaging, and spend your budget more wisely. For example, if a photo of a curly haircut gets more engagement than a stock image, use more real client shots. If a specific zip code brings better results, focus your radius there.
Paid ads work best when you treat them like an ongoing strategy, not a one-time push. The more you learn from the data, the better your next campaign will be. And that’s how you turn decent results into consistent growth.
6. Get a Return on Your Investment and Keep Growing
Paid ads aren’t magic—they’re a tool. And like any tool, how well it works depends on how you use it and track its performance. If you spend $500 on ads and make $1200 in return, that’s a solid win. However, the real power of paid ads shows when new clients return or send their friends.
Every dollar you invest in marketing should be viewed as planting a seed. You’re not just paying for one appointment—you’re paying for a potential long-term client who rebooks, upgrades, and refers others. That’s how real growth happens.
Here’s how to make sure your investment pays off:
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Track Where Clients Come From: Use booking forms or intake questions to ask how new clients found you. Was it Instagram? A birthday ad? Google?
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Set Up Conversion Tracking: Platforms like Facebook and Google allow you to measure what happens after someone clicks your ad. Did they book? Visit your site? Sign up for a special offer? This helps you understand what’s working.
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Measure More Than the First Sale: Look at how many of your new clients rebooked within the next 4–6 weeks or purchased additional services. That second appointment is where the ROI starts to climb.
The goal is simple: turn a $20 discount today into hundreds of dollars in future appointments. When you track your numbers and follow up with your new clients, your ad spend becomes more than a cost—it becomes an engine for steady, predictable growth.
If you spend $100 and earn $300, that’s a win. Your investment improves when new clients return or refer their friends.
Paid ads aren’t magic—they’re a tool. But when used right, they help more people find you, book with you, and come back again. And that’s how real growth happens.
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