340+
A network of tattoo studios
+180% bookings and a 60% lower lead cost for a network with 12 locations across Ukraine
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+180%
appointments
-60%
cost per lead
520%
ROI
Who this is for
This case study is for you if...
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Tattoo and beauty studios, salons
A network of studios or salons where bookings come through direct messages and phone calls without a system
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A network with 3+ locations
Ads are running, but you do not know the real cost of one client
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No CRM or lead analytics
Each location runs on its own, with no unified funnel
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Dependence on word of mouth
Utilization is uneven: some studios sit empty while others are overloaded
See yourself in this? Keep reading: this case study shows the solution.
Context
About the project
A network of tattoo and piercing studios with 12 locations across Ukraine
A network of tattoo and piercing studios with 12 locations across Ukraine
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Challenge
Bookings were inconsistent and the business relied on word of mouth, with no systematic approach to attracting new clients.
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Goals
01
Increase bookings through paid advertising
02
Reduce customer acquisition cost
03
Build a CRM system for lead tracking
Why this is hard
What can go wrong here
And why most contractors get it wrong
12 locations means 12 different audiences
One ad message does not work for the whole country. Every city has its own competition, pricing level, and demand. Without segmentation, budget leaks into irrelevant traffic.
How I solved it:
Separate campaigns and landing pages for each location with local targeting
Without a CRM, leads get lost
Leads come in through direct messages, Telegram, and phone, and nobody tracks how many become bookings. It is impossible to calculate real CPL and ROI.
How I solved it:
A CRM system with automatic lead capture from all channels
Google and Meta require different strategies
Google Ads captures hot demand, like searches for "tattoo studio," while Meta Ads works for awareness and visual content. Treating both channels the same lowers performance.
How I solved it:
A split strategy: search demand in Google, visual content in Meta
Process
What was done
STEP 01
Google Ads + Meta Ads
Launched Google and Meta ad campaigns targeting audiences interested in tattoos and piercings across Ukraine.
STEP 02
Landing pages for each location
Created separate landing pages for each of the 12 studios with local SEO and unique content.
STEP 03
CRM integration
Integrated a CRM system to automate lead processing and track the customer journey from click to booking.
My approach
What I did differently
1
Local segmentation for each studio
Each of the 12 locations got its own local-SEO landing page and its own geo-targeted ad campaign. That made it possible to control budget and performance at the location level.
2
The CRM as the decision center
I connected a CRM to automatically collect leads from every channel. Now the full customer journey is visible, from click to booking, which gave the business real CPL and ROI figures.
3
A two-channel Google + Meta strategy
Google Ads handled hot search demand, while Meta Ads handled visual content and awareness. Each channel had its own creatives, audiences, and KPIs.
Results
Numbers that speak for themselves
+180%
booking growth
-60%
lower CPL
520%
ROI
Transformation
Before and after
Recordings
Dependent on word of mouth
+180%
a steady flow from advertising
CPL
Unknown
-60%
fully visible through the CRM
CRM
Did not exist
A complete system
from click to booking
Landing pages
1 generic page
12
a separate page for each location
What this means for the business
+180%
more monthly bookings across the network
ROI 520%
for every UAH spent on ads
In simple terms, the network replaced word-of-mouth dependence with a predictable client flow and now sees every unit of spend in analytics.
Free resource
Checklist: how to set up advertising for a salon network
A step-by-step launch plan for Google Ads + Meta Ads for a beauty or tattoo studio network, from location segmentation to CRM integration.
- PDF, 3 pages, no fluff
- Real examples from the tattoo network case study
- No signup, no spam
PDF
Local Ads Network Checklist
Questions
FAQ
How do you set up advertising for a multi-location tattoo studio network?
Each location needs its own geo-targeted ad campaign and its own landing page with local SEO. In this case, that reduced CPL by 60% and increased bookings by 180%.
Does a tattoo studio need a CRM?
Without a CRM, it is impossible to calculate the real cost of a client. Leads from direct messages, Telegram, and phone calls get lost. A CRM automatically collects every lead and shows the path from click to booking, which is the basis for ROI optimization.
Which works better for a tattoo studio: Google Ads or Meta Ads?
Both channels work, but in different ways. Google Ads captures hot demand when people search for a tattoo studio. Meta Ads builds awareness through visual content. The best result comes from using both together.
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