How we helped Hairhouse reclaim its edge with a full-funnel Meta Ads strategy, quadrupling new customer purchases at 35% lower CPAs.

Hairhouse has been our client for seven years. 

They’re a household name known Australia-wide, with over 100 stores across the country and a reputation built on professional expertise. Straighteners, treatments, salon services, piercing. If your hairdresser recommends it, Hairhouse probably stocks it.

But by late 2025, being the expert wasn’t enough to stand out. 

Competitors were stocking the same prestige brands and offering similar services, often at sharper prices. Hairhouse risked becoming just another place to buy shampoo.

There were two ways to respond: 1) Race to the bottom on price, or 2) Remind Australia why the professionals shop at Hairhouse.

We chose the second.

Our digital marketing experts built a full-funnel Meta Ads strategy around Hairhouse’s new positioning: “Powered by Professionals” – where top of funnel activity was designed to nurture trust and build brand awareness, whilst sales kept moving at the bottom. It involved real Hairhouse staff and expert creators sitting at the top, and conversion campaigns underneath with their own job.

By late 2025, Hairhouse's advantage of being the "go-to that professionals trust" was eroding. The hair and beauty category was converging, with similar brands stocked everywhere and competitors providing the same services, often at lower price points. Range alone no longer set Hairhouse apart, and in a market where everyone looks the same, price usually wins. Bugger!

So, they called upon the digital marketing agency they’ve partnered with for 7+ years to rebuild Hairhouse as the industry’s professional authority – not just another retailer. But this couldn’t be a brand campaign alone. 

Hairhouse couldn’t just pause sales momentum while it worked on its reputation. It couldn’t be a pure performance play either, because performance ads alone don’t build trust.

It also had to work across a lot more than online sales. Hairhouse’s ad account covers:

• Retail (eCommerce)
• Loyalty sign-ups
• Salon and piercing bookings
• Local area marketing for individual stores
• Hairhouse’s exclusive brands
• Campaigns funded by supplier brands

Our goal was to grow revenue and new customers across the whole account, and lower the cost of acquiring each one – without relying on retail to do the heavy lifting.

Comparing January to May 2026 with the same period in 2025:

• New customer purchases rose 286% – which meant for nearly every new customer Hairhouse gained the year before, it now gained four.
• 101% uplift in revenue from Meta (i.e. more than doubled)
• Total purchases rose 73%
• Cost per acquisition fell 35%

With reduced focus on retail campaigns, their performance softened (as expected) – but the rest of the funnel picked up the slack. Local area marketing, exclusive brands, loyalty, services and supplier-funded campaigns all kept growth moving, so the results didn’t depend on any single campaign.

Ultimately, performance as a whole still grew in spite of Hairhouse’s retail campaign dip.

The best sign it worked? “Powered by Professionals” and the video-led acquisition engine behind it are now a permanent part of Hairhouse’s always-on activity.

This is a story about utilising Meta Ads as a full-funnel channel, driving results from awareness through to conversion. 

And as one of Australia’s leading digital marketing agencies, we pride ourselves on being able to apply integrated strategies that deliver comprehensive business impact across multiple objectives.

Four of our winning strategies for this Hairhouse campaign?

Put real professionals in front of the camera.

If Hairhouse was “Powered by Professionals” as it says on the tin, our Meta ads had to prove it. So, we skipped polished brand ads. 

We put Hairhouse’s own marketing and in-store staff in front of the camera, speaking in their own words. Alongside them, expert creators delivered educational content on hair and scalp care.

The style was deliberately lo-fi and native to the platform, closer to a recommendation from someone who knows their stuff than to the ads people scroll past.

Because one thing about professionals and experts? They educate, which is what we sought to deliver.

Video at the top, as a pipeline.

At the top of the funnel sat a Video Views campaign. We’ve run this continuously since late 2025 and refined it throughout, as a dedicated engine for new customers.

These videos weren’t a stand-alone brand exercise. 

Everyone who watched became an audience for the next step, receiving ads to join the loyalty program, book a salon appointment or shop online.

Give every campaign a job.

Underneath the video layer, each campaign had a distinct role:

• Awareness brought new people in.
• Loyalty turned them into members and kept Hairhouse front of mind.
• Retail pushed online sales.
• Exclusive brands and supplier campaigns drove demand for specific ranges.
• Services and local area marketing closed the loop in-store, with bookings and visits to individual salons based on users’ location.

Each layer fed the next, online and in-store – ergo, full-funnel!

Let Meta find the right shoppers.

As good of a social media marketing agency we might be, Meta’s AI is still a little better at finding the right people without our hypothesising, market research and/or guesswork.

Instead of narrowing audiences by hand, we leaned into Meta’s automation. 

Audience targeting was left broad with Advantage+, and Advantage+ placements handled where ads appeared across Facebook and Instagram. That only works if Meta knows who actually buys, and here it did. 

Hairhouse’s purchase data scored 9.2 out of 10 for event match quality, Meta’s measure of how accurately it can link a sale back to the person who saw the ad. With signals that clean, Meta could find high-intent shoppers more efficiently than we could by hand.

When competitors caught up on range, Hairhouse didn’t compete on price. It went back to what made it different in the first place: Expertise.

Putting real professionals at the heart of the content rebuilt trust at the top of the funnel. A clear structure underneath turned that trust into new customers, loyalty members, salon bookings and sales, both online and in-store.

The outcome? Nearly four times the number of new customers acquired, double the revenue, and a lower cost to win each one.

Competing in a category where everyone looks the same? We can help, just get in touch with us here.