Solved: Determining Reasonable Customer Acquisition Cost with Meta Ads

Hi there,

Really happy to give you some initial thoughts and guidance on your Meta ads for your mobile dog grooming business. It sounds like you're not seeing the results you'd hoped for, so let's see if we can give you a nudge in the right direction. A few things jump out, and I reckon we can address those head-on.

We'll need to look at location targeting...

First up, location targeting is absolutely key. You're a mobile service, so you need to be laser-focused on reaching people within a serviceable radius. Broad targeting is just gonna waste money. Think about it: you don't want to be advertising to people miles away, do you?

I remember one client, a mobile nail salon, who were wasting a fortune on ads to people outside of their postcode area. Once we tightened up the targeting, their cost per booking plummeted. So that's definitely the first thing I'd be looking at. Make sure your radius is tight and accurate, down to the postcode level if possible. This alone can make a massive difference to your ROI.

Also, think about *where* your ideal customers are. Are there specific neighbourhoods or areas where dog ownership is higher? Tailor your targeting to those areas specifically. You can even exclude areas where you know you don't want to operate. The more granular you can get with your location targeting, the better.

I'd say you need to test different ad creatives...

Secondly, test, test, test those ad creatives! What works for one audience might not work for another. You need to experiment with different images, videos, and ad copy to see what resonates best with your target market.

Think about what makes your service unique. What are your key selling points? Is it the convenience of mobile grooming? Is it the specialised services you offer? Is it the eco-friendly products you use? Highlight these in your ads. For example, if you use organic shampoos, create an ad that showcases that. If you offer a special de-shedding treatment, make a video demonstrating the results. The more visually appealing and informative your ads are, the better they'll perform. We've had some success with video ads - for example one client (sports events) saw great results with signups under £2 by running ads to videos. Don't be afraid to try different styles of ads either. Some people respond well to humorous ads, while others prefer more serious, informative ones. The only way to know what works best for your audience is to test different approaches. We're running a campaign for a mobile carwash at the mo and it's been a bit of a challenge nailing the add to basket metrics.

You probably should keep a close eye on conversion rates...

Thirdly, conversion rates! If you're getting clicks but not bookings, something's not right. It could be your website, your booking process, or even the pricing. I'd definately take a good look at your funnel and see where people are dropping off.

Is your website easy to navigate and mobile-friendly? Is your booking process straightforward and hassle-free? Are your prices competitive? If not, you need to address these issues before you start throwing more money at ads.

We worked with a similar business last year, a mobile nail salon, and their website was a disaster. It was slow to load, difficult to navigate, and the booking process was a nightmare. Once they revamped their website, their conversion rates soared. Make sure your website is optimised for conversions. Use clear calls to action, make it easy for people to book an appointment, and highlight your key selling points. A few trust badges, like reviews and testimonials, can also help to build confidence and encourage people to book.

You'll need to track and analyse your results...

Fourthly, track everything! If you're not tracking your results, you're flying blind. You need to know which ads are performing well, which audiences are converting, and where people are dropping off in your funnel. Meta Ads Manager provides a wealth of data, so make sure you're using it to your advantage. Set up conversion tracking so you can see exactly how many bookings you're getting from your ads. Use UTM parameters to track traffic from your ads to your website. And use Google Analytics to analyse your website traffic and identify areas for improvement. By tracking and analysing your results, you can make informed decisions about your ad campaigns. You can optimise your targeting, refine your ad creatives, and improve your funnel to maximise your ROI.

I've detailed my main recommendations for you below:

Ultimately, it's all about finding what works best for *your* business in *your* area. Don't get too hung up on averages – focus on testing, tracking, and optimising. And don't be afraid to experiment. The more you experiment, the more you'll learn, and the better your results will be.

Scaling ads can be hard. We often find that people struggle to take all of the ideas and suggestions and put them into practice, especially when you have a small team and you're doing everything yourself.

If you are struggling to implement these suggestions or want to discuss your paid advertising strategy in more detail, we'd be happy to offer you a free consultation. Sometimes it helps to get an outside perspective and have an expert take a look at your campaigns. We have a lot of experience in this area and might be able to spot opportunities you've missed.

Regards,
Team @ Lukas Holschuh