Quick answer: Salons do best on Instagram and Facebook with real work, real stylists and a clear new-client offer linked straight to online booking. Add Google Search for “hairdresser near me” style searches. Beauty & Personal Care converts at 10.35% on Google (WordStream 2026).
Salon clients are loyal once they find someone they trust. Ads should introduce your stylists and their work, and make the first booking effortless.
What ads cost for hair and beauty salons
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Beauty & Personal Care | $4.62 | 10.35% | $39.25 |
| Facebook and Instagram lead ads: Beauty & Personal Care | $3.06 | 5.29% | $51.42 |
Beauty & Personal Care averages $4.62 per click and $39.25 per lead on Google (2026), and $51.42 per lead on Facebook lead ads (2025). For salons with online booking, traffic-to-booking campaigns often beat lead forms.
Which channel to start with
Channel roles:
- Instagram and Facebook reels and carousels of real work, with booking links
- Google Search for service + suburb searches
- Google Business Profile with booking button and photos
- Remarketing to profile and website visitors
Google Ads keywords for hair and beauty salons
Service and location.
- “hairdresser near me”, “hair salon [suburb]”
- “balayage specialist”, “keratin treatment”, “men’s haircut”
- “lash extensions”, “brow lamination”, “nail salon near me”
- “bridal hair and makeup”
Negative keywords to add on day one
course, academy, jobs, salary, products, wholesale, DIY, at home, tutorial.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
What the landing page needs
- Online booking with service menu and prices
- Stylist profiles and portfolios
- New-client offer details
- Reviews and Instagram feed
Full list: landing page checklist.
Track the right things
- Online bookings from ads
- New client retention (second visit within 10 weeks)
- Average ticket
Platform rules that apply to hair and beauty salons
- Meta: cosmetic procedures must target 18+; general cosmetics and hair services are less restricted, but avoid copy that implies the viewer has an appearance flaw.
- Use only your own work in before-and-after content.
Common mistakes
- Stock photos
- Discounts that attract one-off bargain hunters
- No online booking link
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Beauty & Personal Care average of $39.25 per lead, 20 leads a month is roughly $785 in ad spend before management fees.
Most salons start at $300 to $1,500 a month.
Frequently asked questions
What’s the best platform for salon ads?
Instagram and Facebook, because the work is visual, plus Google Search for people already looking.
Do new-client discounts work?
They do, but pair them with a reason to return (rebooking offer) to avoid one-off clients.
Can salons use before-and-after photos?
For general hair and beauty work, yes, using your own work and without negative self-perception messaging.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Meta Advertising Standards: Health and wellness
- Meta Advertising Standards: Privacy violations and personal attributes
Want a second opinion on your salon ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →