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Case study/ ZENZ Organic
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Case study
ZENZ Organic · Organic hair and skin care for hair salons, Denmark

178 leads from Facebook Ads in 4 months.

ZENZ Organic makes certified organic hair and skin care products for hair salons. It needed more leads, so we ran Facebook lead ads to hairdressers and small business owners and found the ad text that brought in almost all of them.

  • 4 months
  • Facebook Ads
  • Denmark
Services provided
  • Facebook Ads
  • Lead forms
  • Ad copy testing
  • Image testing
  • Email follow-up and reporting

Who we targeted

1Audience

  • Hair salon professionals, by job title
  • Small business owners

The job title audience brought in by far the most leads.

2Industry

  • Hair salons
  • Beauty

3Company size

  • Small businesses

4Job titles

  • Hairdresser
  • Salon owner

5Countries

  • DKDenmark

Leads came from all over the country, from Copenhagen to Skagen.

The numbers

A steady flow of salon leads, week after week.

Results from ZENZ Organic's lead list and Facebook Ads report over 4 months.

178

Leads

People who filled in the lead form, each counted once.

75

Leads in the best month

Month 3, after the new image test went live.

2.06%

Interaction rate

Of people who saw the winning ad interacted with it.

35,844

People reached

Unique people who saw the ads in the first five weeks, with 76,013 impressions.

One ad text did almost all the work
90%of the first leads came from the bullet-point text

We tested several ad texts against each other. The short version with bullet points brought in 52 of the first 58 leads, so it became the base for everything that followed.

All other ad texts6 leads
Bullet-point ad text52 leads

Leads by ad text in the first five weeks, as reported by Facebook in our first report.

ChallengeNot enough salons in the pipeline

ZENZ Organic sells professional organic products to hair salons. It needed more new leads from salons, and a way to reach them at scale.

The goal: a steady flow of new salon leads from across Denmark.

SolutionLead ads, tested until one text clearly won

We ran Facebook lead ads to two audiences: hair salon professionals by job title, and small business owners. Several ad texts ran side by side, and new leads got an email follow-up flow.

The bullet-point text won by a wide margin, so we built on it and added a new round of images in the second month.

Impact178 leads from every corner of Denmark

The first five weeks brought 58 leads from 76,013 impressions, with 52 of them from one ad text. After the image test, month 3 was the best month with 75 leads.

178 salon leads in 4 months, from Copenhagen to Skagen.

How we helped

What we did, and when

Lead ads from the start, with a new test every month.

  1. Before launch

    Strategy and targeting

    Two salon audiences, ad images from the client's own product and salon photos, and several ad texts to test.

  2. Month 1

    Launch

    Lead ads went live and brought in 45 leads in the first month.

  3. Month 2

    Testing and optimisation

    The bullet-point text had won 52 of the first 58 leads. We kept it and launched a new image test.

  4. Months 3 and 4

    Results

    75 leads in month 3, the best month, and 178 leads in total.

Month by month

Leads every month, peaking after the image test.

New leads in each month, counted from the client's lead list.

Leads by month

All Facebook lead ads.

Leads
  1. 45
    Month 1Launch
  2. 43
    Month 2Testing
  3. 75
    Month 3Best month
  4. 15
    Month 49 days

How we count. Months are counted from the first lead, and the work before that is shown as before launch. Leads are unique people who filled in the Facebook lead form, counted once each from the client's lead list; month 4 only covers the first nine days of that month. Reach, impressions, the 2.06% interaction rate and the leads by ad text come from our first Facebook Ads report, which covers the first five weeks. The interaction rate is the share of people who saw the winning ad and interacted with it.

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