Quality leads vs quality leads....
In our experience that is often the main the difference between Facebook/Instagram ad leads vs Google ads leads.
With Google pay per click you'll get much less clicks for your budget. Cost per click can range from £0.50p to up to £5 for certain aesthetic treatments.
Hence you'll often pay more per lead, again particularly if you're promoting beauty or aesthetics treatments.
But those leads are usually of a higher quality (warmer if you like), as they're searching on Google for what your promoting. Or at least something very similar, provided you're keeping your keywords relevant.
By contrast, Facebook will spray your ads out onto hundreds (if not thousands) of news feeds, reels and stories for the same budget. A LOT more people are going to see your ads on Facebook and Instagram....
....and this often means more leads than Google.
However most of those leads are cold, may be only mildly interested in what you're offering and not ready to book anything yet.
Lead conversion percentage, turning leads into paying salon or skin clinic clients, is almost always higher from Google ads.
How to convert more social media ad leads?
What helps convert a higher percentage of those cold Facebook leads is a consistent and persistent lead-contacting strategy.
It's proven the best time and way of contact fresh leads is as soon as possible after they opt in (whilst the offer is on their mind) with a good ol' fashioned phone call.
Text message if you must, but either way instead of just asking when they wish to book (because most of your leads won't be ready yet), try this:
Firstly offer value by asking why they are interested in this treatment and give them advice that can help them. Then point out why this treatment (or another treatment) will solve their problem.
Offering advice like this makes an excellent impression on your lead, giving you the best chance of converting them into a paying client.
Some of the salons and clinics we work with, who persistently follow up contacting their leads until they speak them, then offer help and advice in the beginning, are getting terrific results from their Facebook ads.
If you're on a fixed budget and wondering where to spend your hard earned £££, Google is usually the safer bet, for the reasons stated above.
In our new free eBook Digital Ads DYNAMITE For Salons & Skin Clinics I go in to more details about the differences and results these 2 advertising superpowers are producing for our clients.... salons and skin clinics just like you.
….Like moths to a flame….
Scott Dance
Founder
May 2023
