Case study · Franchisee growth

551 grooming leads at $5.52 each, on about $43 a day.

One location of a pet grooming franchise needed more dogs on the schedule and more groomers to serve them. One ad and a four-question form did the first job. The same playbook did the second in a week.

551Appointment requests

Meta ads, Nov 2025 to Jan 2026.

$5.52Cost per lead

$3,043 total ad spend.

19.5%Clicks that became leads

2,832 clicks.

12Groomer applicants

Six days, $226 in ads. All with 2+ years’ experience.

We’ve kept the location’s name and city private. The numbers are unchanged.

Snapshot

The campaign at a glance.

Client
One location of a pet grooming franchise. We’ve kept the name and the city private.
Goal
Fill the appointment book with new dogs, then hire groomers to serve them
Channel
Meta ads with a short booking-request form
Customer campaign
Nov 10, 2025 to Jan 19, 2026
Ad spend
$3,043 on customer ads, $226 on groomer hiring
Leads
551 reported by Meta
Cost per lead
$5.52 overall. $3.19 in the best week
Weekly budget
About $300, or roughly $43 a day
Urgency
145 of 502 owners wanted an appointment within a week or at first availability
Hiring campaign
Mar 23 to 29, 2026: 12 applicants, all with 2+ years of grooming experience

The challenge

A local salon has three limits on growth. This campaign met all of them.

The goal was simple: more dogs on the schedule. Each lead had to arrive with enough detail for the front desk to book it in one call.

  • Demand.A salon needs a steady stream of new dogs at a cost that fits a grooming ticket. A lead that costs $20 or $30 doesn’t work for a single appointment.
  • Capacity.Once the book fills, the limit becomes groomers. Experienced groomers are hard to find, and an empty chair turns paid leads into a waiting list.
  • Speed.A form lead is only worth something if someone reaches the owner. The call log later showed how much that matters.

What we did

One customer campaign, kept simple. Then a hiring campaign built the same way.

  1. From Nov 10

    Ran one winning ad.

    A single ad produced 501 of the 502 leads in the log. The budget went behind what worked instead of being split across variations.

  2. From Nov 10

    Kept the form to four questions.

    The dog’s name, size and breed, and when the owner wants the appointment. Short enough to finish on a phone, and enough for the salon to quote and book.

  3. Every week

    Held a small, steady budget.

    Spend ran between $271 and $380 in every full week, about $43 a day.

  4. Every week

    Sent every lead to a shared sheet as it came in.

    The salon team worked from the sheet and logged each call the same way: left a voicemail, sent a text, spoke to the owner, scheduled.

  5. Jan 1 to Jan 16

    Added a Call Now version.

    A second version of the campaign ran beside the standard form and added 72 leads.

  6. Mar 23

    Reused the playbook to hire groomers.

    Four ad versions and a two-question form: years of grooming experience, and whether that was in a salon, mobile or both.

The results

Eight of ten weeks delivered grooming leads for $6.13 or less.

Outside the two Christmas weeks the campaign produced 530 leads for $2,431, or $4.59 each. The best fortnight was Nov 17 to 30, with 196 leads at $3.50.

Cost per lead, by weekChristmas weeksWeek of Nov 10: 29 leads at $4.39 each$4.39Week of Nov 17: 98 leads at $3.19 each$3.19Week of Nov 24: 98 leads at $3.80 eachWeek of Dec 1: 69 leads at $5.01 eachWeek of Dec 8: 62 leads at $6.13 each$6.13Week of Dec 15: 12 leads at $28.32 each$28.32Week of Dec 22: 9 leads at $30.16 each$30.16Week of Dec 29: 70 leads at $4.98 eachWeek of Jan 5: 60 leads at $5.82 eachWeek of Jan 12: 44 leads at $4.44 each$4.44Leads, by weekWeek of Nov 10: 29 leads on $127Nov 10Week of Nov 17: 98 leads on $31398Nov 17Week of Nov 24: 98 leads on $372Nov 24Week of Dec 1: 69 leads on $345Dec 1Week of Dec 8: 62 leads on $380Dec 8Week of Dec 15: 12 leads on $340Dec 15Week of Dec 22: 9 leads on $2719Dec 22Week of Dec 29: 70 leads on $349Dec 29Week of Jan 5: 60 leads on $349Jan 5Week of Jan 12: 44 leads on $19544Jan 12
551 leads for $3,043 on Meta, $5.52 each. Dark bars are weeks under $10 a lead. Weekly spend stayed between $271 and $380 in every full week, so the swings in cost come from lead volume and not from budget.
See the weekly numbers
Week ofAd spendLeadsCost per lead
Nov 10$127.4529$4.39
Nov 17$312.8398$3.19
Nov 24$372.4998$3.80
Dec 1$345.3669$5.01
Dec 8$379.9762$6.13
Dec 15$339.8112$28.32
Dec 22$271.479$30.16
Dec 29$348.7170$4.98
Jan 5$349.1960$5.82
Jan 12$195.3244$4.44

The funnel

StageCountRateCost each
Impressions85,123$35.74 per 1,000
Clicks2,8323.33% of impressions$1.07
Leads55119.5% of clicks$5.52

Nearly one click in five became a lead.

What owners asked for

Six in ten owners wanted an appointment within three weeks.

Every lead also named the dog and its breed, so the salon could quote before calling. The call log shows what happened next.

Dog size

502 leads in the log

  • Small, under 20 lbs283 · 56%
  • Medium, 20 to 50 lbs129 · 26%
  • Large, 50 lbs or more90 · 18%

When they want in

502 leads in the log

  • Within a week or first availability145 · 29%
  • Within 2 to 3 weeks160 · 32%
  • Next month197 · 39%

What the call log shows

63 leads with a logged call

  • Spoke to the owner16 · 25%
  • Left a voicemail, most with a text33 · 52%
  • Couldn’t leave a voicemail10 · 16%
  • Wrong or disconnected number4 · 6%

Of the 16 conversations, 2 were logged as scheduled on that call and 2 owners lived too far away. Bookings made later by text or return call aren’t in the data, so the true booking rate isn’t known.

The hiring campaign

12 experienced groomer applicants in six days, for $226.

When the book fills, the limit becomes groomers. We ran the same playbook for hiring: a few ads and a two-question form.

MeasureResult
DatesMar 23 to 29, 2026
Ad spend$226.18
Applicants12 in the log, 10 reported by Meta
Cost per applicant$22.62 on Meta’s count
Experience12 of 12 with 2+ years of grooming
Background7 salon, 4 salon and mobile, 1 mobile
Local8 of 12 with a local area code

Why it worked

Four lessons for any franchise owner buying local leads.

  1. Lesson 1

    One strong ad beats ten average ones.

    A single ad produced 501 of 502 leads. The budget never got split thin.

  2. Lesson 2

    A short form wins on a phone.

    Four questions turned 19.5% of clicks into leads, and each lead still carried what the front desk needs: dog, size, breed and timing.

  3. Lesson 3

    A small steady budget is enough.

    About $43 a day produced about 55 leads a week across the 10 weeks. There was no big launch spend.

  4. Lesson 4

    The same playbook hires staff.

    One week and $226 produced 12 groomer applicants, all with two or more years of experience.

What we’d change

Three things we’d do differently next time.

These numbers stop at the lead. Booked appointments, revenue and groomers hired aren’t in this data, so we don’t claim them here.

  • Answer leads in minutes, by text first.Only 16 of 63 logged calls reached the owner. 145 owners wanted in within a week, so every hour of delay hands a ready customer to another salon.
  • Log the booking and the first ticket for every lead.Then the numbers can show cost per booked appointment and return on ad spend, not only cost per lead.
  • Cut the budget in the Christmas weeks.Lead volume fell sharply in the two Christmas weeks while spend stayed level.

For franchisors

Want this for every owner in your network?

Our franchisee growth system runs local campaigns like this one for each location. Or tell us about your brand in about two minutes.

See the systemRequest for quote

Sources: ad spend, clicks and lead totals are Meta’s reports for Nov 10, 2025 to Jan 19, 2026. Owner answers come from the lead-form log, which holds 502 of the 551 leads. Call outcomes were logged for 63 leads; bookings made later by text or return call aren’t in the data. Results are from one location and vary by market, offer and budget. Leads are appointment requests, not completed bookings.