Start where new clients actually look
Before spending on ads, make sure the basics are solid: an accurate, photo-rich Google Business Profile, a steady flow of recent reviews, and a complete OnlineListing profile. Most new local clients check these before they ever visit a salon's own website.
Referrals are still the highest-converting channel
A structured referral program — not just "tell your friends," but a specific, easy-to-explain offer — consistently outperforms cold advertising for salons. Use our Referral Program Planner to design one you'll actually run consistently, rather than mention once and forget.
The easiest referral programs to run are the ones with one simple rule ("you and your friend both get $X off") rather than tiered or point-based systems that are hard for clients to explain to their friends.
Retention beats acquisition, almost always
It's cheaper to get an existing client to rebook than to acquire a new one. Track your numbers with the Client Retention Calculator and Rebooking Rate Calculator — small improvements in rebooking rate compound significantly over a year.
Social media as a portfolio, not just a feed
For most salons, Instagram and TikTok function best as a visual portfolio — before/afters, transformations, and process videos — rather than a place to run a full sales funnel. See our Social Media Guide for a practical posting rhythm.
Know your numbers before you spend more
Before increasing your marketing budget, use the Marketing ROI Calculator to understand your current cost per new client — it's easy to feel busy with marketing activity without actually knowing if it's profitable.
Discount-driven promotions can bring in one-time bargain-hunters rather than loyal clients. Use discounts intentionally (e.g., a first-visit offer paired with a rebooking incentive), not as a default growth strategy.
Frequently asked questions
How much should a salon spend on marketing? This varies widely by market and stage of business — there's no single correct percentage. Start by tracking cost-per-new-client with the ROI calculator above, then decide if increasing spend is worth it based on your own numbers.
Is it worth paying for Google or social ads as a new salon? Often, a complete and well-reviewed Google Business Profile delivers more first-time bookings per dollar than paid ads, especially early on — get the free/organic basics right first.