YElena Kovalenko - Meta-certified media buying and performance marketing specialist
Mamaсita Beauty Salon, Dubai

Revenue growth from $12,000 to $23,182

with Facebook / Instagram Ads Performance campaign case study in a highly competitive

Dubai beauty market

About the project and starting point

A new beauty salon, Mamaсita Beauty Salon, in Dubai.
Market: high competition in the beauty segment and expensive traffic in the UAE.

Starting point:
around $12,000 in monthly revenue
several unsuccessful advertising attempts
no analytics: no CPL, booking conversion or show-up rate tracking low trust in marketers: “I only care about numbers and revenue growth.”

Task for Facebook / Instagram Ads
Main request from the client:
“Make advertising predictable and bring money, not just leads.”

Campaign goals:
increase monthly revenue above $16,000 with a perspective to $20,000+
ensure a stable flow of qualified leads through Facebook / Instagram Ads
build a funnel with clear metrics:
cost per lead and cost per booking
conversion message → booking → visit
keep ad spend within reasonable limits (up to about 30–35% of revenue during the growth phase)
Strategy: funnel based on Meta Ads

I built a funnel on Facebook / Instagram Ads focused on:
Cold traffic:
campaigns for WhatsApp messages and traffic to the landing page “before & after” video creatives with a clear offer

Warm traffic (retargeting):

CBO campaign targeting:
video viewers
engaged Instagram audience
website visitors
creatives with native, daily salon content

Main principle:

Not just “clicks”, but a clear path:
ad → WhatsApp → booking → visit → revenue.

Types of creatives:

short “before & after” videos with a wow effect
real stylists and real clients
social-style videos:
for example, a transformation of a woman with an “everyday” job (cleaning staff) into a new look after a full makeover in the salon idea: “beauty is not only for influencers”
All creatives were launched through Facebook / Instagram Ads Manager optimized for messages and conversions.
An offer that sells
The key decision was to create a strong combo offer:
hair coloring + hair botox + haircut
fixed price of 450 AED for any hair length
first an invitation to a free in-salon consultation and then upsell if needed
How the campaigns were set up in Meta Ads

Platform: Facebook / Instagram (Meta Ads Manager)

Key approaches:
In cold campaigns:
broad audience: women 18–65, Dubai
focus on algorithms and creatives rather than narrow interests
Language and segment tests:
campaigns with Russian and English language settings
tests of “salons, beauty, hair” interest audiences vs. broad
in the end, broad campaigns + strong videos performed best

Optimization:
shifting more budget to campaigns with the best cost per message and booking reallocating budget every 7–10 days based on analytics
Landing page + WhatsApp: unified experience

Traffic was directed:
straight to WhatsApp to the administrator (main conversion channel)
to the landing page with:
the same key videos as in ads
“before & after” galleries
a video tour of the salon
Google and Instagram reviews
a booking form

Important: a user who clicked the ad saw the same offer and the same people on the site as in the ads. This reduced distrust and improved booking conversion.


Retargeting and working with show-up rate

CBO retargeting (Meta Ads):
group 1: video viewers
group 2: engaged Instagram audience
group 3: website visitors
Creatives: native content - salon stories, behind-the-scenes, real transformations without hard-selling offers.
CRM and show-up rate:
auto-reminders before the appointment:
3 days before
1 day before
2 hours before
Show-up rate improved thanks to systematic communication, not just ads.

Role of Facebook / Instagram Ads in business growth

In the first 5 months of systematic work through Meta Ads: revenue grew from $12,000 to $18,000–23,000
peak month - $23,182
the salon received 1,400+ WhatsApp conversations per month
number of bookings:
from 126 in the first month to 199–218 in the following months
on average, every 6th–8th conversation ended in a booking
cost per booking: $22–36
with a ticket from 450 AED for the combo service
ad spend share:
23–40% of revenue
in the peak month at maximum revenue - 28.7%
All these results were achieved through the combination of:
a strong offer + Facebook / Instagram Ads + retargeting + CRM.
My role and key takeaways

My role in the project:
developing the strategy for promotion via Facebook / Instagram Ads setting up and optimizing campaigns (cold + retargeting) launching and testing landing pages building analytics and reporting (summary tables, 10-day performance snapshots) working on offers, lead-handling scripts and show-up rate (CRM reminders, scripts)
Key takeaways:
A strong offer and honest “before & after” creatives deliver results even in an expensive market like Dubai.
Broad audiences + smart Meta algorithms work better than “magic interests” when creatives are strong.
Facebook / Instagram Ads become not just a lead source, but the core of the funnel when connected with CRM, scripts and the real unit economics of the salon.


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