Industry
Professional Hair Products – Salon-Exclusive Hair Straightening Treatments
Services
Facebook & Instagram Paid Advertising
Strategic Ad Scheduling
Audience Targeting & Segmentation
Messenger Chatbot Lead Qualification
Client
Evolution Proof – a premium, dual-performance hair straightening treatment brand in South Africa.
The Challenge
Evolution Proof wanted to generate quality leads for their hair straightening treatment among professional hairstylists and salon owners. The goal was to reach decision-makers in the hair industry who could stock and offer the treatment in their salons.
The campaign needed to:
*Stay within a small budget of R300.00
*Target a niche professional audience.
*Identify which audience segments were most cost-effective to convert.
*Use Messenger integration to pre-qualify leads before handing them to the sales team.
Our Strategy
Highly Targeted Audience – We focused on professionals in the hair industry aged 25–60, including hairstylists, salon owners, hair colourists, and barbers.
Strategic Ad Scheduling – Ads ran during peak online activity times (early mornings, lunch hours, and evenings) to maximize visibility.
Platform Focus – Facebook, Instagram, and Messenger placements were tested to see which delivered the best ROI.
Lead Qualification via Chatbot – All leads came through Messenger, where a chatbot pre-qualified prospects before passing them to the client for follow-up.
Data-Driven Segmentation – We closely monitored age, gender, and platform performance to inform future ad spend allocation.
The Results
Top Volume Segment
Women aged 55–64 delivered 31% of leads at a CPA of R19.42
Average CPA
R23.06
ROI
6900% (69x return on ad spend)
Top Platform
Facebook generated 92% of all leads at a CPA of R23.35
Key Insights
High Engagement from Older Women: Women aged 55–64 were the largest lead segment and cost-effective to convert.
Cost Efficiency from Younger Men: Men aged 25–34 were the cheapest to convert, representing an opportunity to scale.
Messenger Potential: Extremely low cost per lead suggests it’s worth increasing exposure here.
Instagram Reevaluation: Current targeting and creative did not deliver results—future testing needed.
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