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The Grooming Company

06 March 2020

Bringing new customers to stores with Facebook offline conversions
This Dubai based male grooming specialists profited form a staggering 45% increase in new customers by taking advantage of Facebook offline conversation. By optimising tools to drive visits to its salons using engaging online content.


With 1847 salons dedicated to offering the very best in male grooming, with the first salon opening in Dubai’s prestigious Jumeirah Emirates Towers hotel and was swiftly followed by four further Dubai salons, in response to growing demand. The goal was simple, create excitement around the brand again, motivate new customers to visit its Dubai salons. But ultimately to take advantage of advanced campaign optimisation more effectively by testing new approaches in a methodical way.

Turning online activity into offline results

In order to achieve this, The Grooming Company partnered up with Facebook Marketing Partner Business Factory to help elevate campaign performance. By testing a range of Facebook offline conversations to optimise store visits so that they could effectively analyse offline data and deliver ads to people who were most likely to visit a salon. To achieve this they needed quality data, so they kicked off with a traffic campaign that showed ads to men and women in Dubai with relevant interests and encouraged them to visit The Grooming Company’s website.
After this, they switched to conversion campaigns based on online activity, with calls to action to complete a lead form or call the nearest salon. With the Facebook pixel already installed in The Grooming Company’s website it was ready to record when customers took certain actions, important information could be collected about audience intent signals. This allowed Business Factory to optimise later stages of the campaign at an advanced level.
During the offline conversion phase of the campaign, Business Factory refined the targeting even further and optimised ads for store visits. Because Facebook offline conversions allow advertisers to measure the impact of online activity on offline sales, they were then able to assess the overall effectiveness of the six-month campaign.

The final results 

Facebook’s offline conversions and optimisation tools helped The Grooming Company successfully encourage people to visit their locations. Between October 2018 and March 2019, it achieved:

    • 25X return on ad spend


    • 45% increase in new customers


    • 1,200 new online conversions per month

This blog was originally taken from Facebook