discovery call

Mali Hair Studio

Boosted posts got likes. Nobody booked.

location
Thonglor, Bangkok
service
Paid Ads
result
+46% confirmed bookings

Khun Ploy trained in Tokyo and opened Mali on a quiet soi in Thonglor nine years ago. The salon has a 4.9 rating from 410 Google reviews, a team known for keratin and Japanese colour work, and a regular mix of Thai professionals and expats. The ads weren’t working:

  • The creative: the same boosted post every month, a salon interior and “30% off all services”. It got likes, mostly from people nowhere near Thonglor.
  • The offer: the discount pulled in bargain hunters who came once and never returned.
  • Search: nothing on Google. When people searched “keratin Thonglor”, three nearby salons appeared and Mali didn’t.
  • The route to booking: enquiries came through a Facebook form, and the salon called back hours later. The salon’s LINE account sat unused.
  • Tracking: nobody knew which ad, if any, produced a booking.
“Bangkok humidity ruins my hair by lunchtime.”

Nobody books “a salon”. They book a fix for one specific problem. So instead of one generic ad for everyone, each customer sees one treatment, one real result and one easy next step.

7:40pm, a Wednesday

A 33-year-old in Ekkamai saw the keratin video on her way home: frizzy hair at 9am, smooth hair at 6pm. She tapped “Message on LINE” and sent a photo of her hair. Within ten minutes a stylist replied with which keratin would suit her and two slots for Saturday. She booked 11am. Three months later she came back for colour, without seeing another ad.

The system

Meta: keratin“Bangkok humidity vs smooth hair”: a real before-and-after, plus a stylist explaining who keratin suits. Thai and English versions.Reach the busy professional fighting frizz
Meta: colour“From inspiration photo to finished colour”, with the call to action “Send us your inspiration photo on LINE”.Reach people let down by a past colour
Meta: Korean perm“Straight to soft waves”, with a stylist explaining which perm suits which hair.Reach the trend-led 20s and 30s crowd
Google SearchThai and English keyword groups: “balayage Bangkok”, “korean perm Thonglor”, “hair salon Sukhumvit”, plus Mali’s own name.Catch people already searching
BookingEvery ad ends in LINE, not a form, with quick replies, a photo consultation and a confirmed slot within minutes.Turn interest into an appointment
MeasurementEach enquiry tagged by source. We track confirmed bookings, attendance and spend per visit, not clicks.Put the next baht where it books

Ploy’s time: a 20-minute review call every two weeks, plus sending us real client results. We make the ads, run the campaigns and set up the LINE flow.

The team it replaced

Performance marketer for Meta and GoogleAtlas: campaigns, budgets, bidding, testing
Ad creative designer and video editorAtlas: six videos and three statics a month, in Thai and English
Tracking and analyticsAtlas: source tagging, booking and attendance reporting
+46%
confirmed bookings, against a 30% target
฿412
per confirmed booking
9.6×
revenue for every baht of ad spend

90 days later

  • Confirmed bookings rose 46%, against a 30% target.
  • Cost per confirmed booking settled at ฿412.
  • Each baht spent on ads brought in 9.6× in revenue, led by keratin and colour.
  • 88% of booked clients attended, helped by LINE confirmations and reminders.
  • The 30%-off discount was retired. Bookings came in at full price.
“I used to boost posts and hope. Now I know exactly which ad brought in which client, and I’ve stopped discounting.”

Khun Ploy

Discovery call WhatsApp