Salon revenue
₹2.94Cr
vs Jul▲ 10%
vs Aug '25▲ 7%
vs Feb '26▲ 54%
₹2,94,23,842 across 16 salons · 99.5% of a ₹2.96 Cr target
and every month since I joined
28 February 2026 to 31 August 2026. Six months of rebuilt demand, the month it reached the till, and what August cost to get there.
₹2.94 Cr
Salon revenue
▲ 9.8% MoM
10,459
Bills
▲ 13.4% YoY
28,144
Leads, both channels
▲ 26% MoM
₹10.32 L
Invested
▲ 88.7% MoM
The marketing function was rebuilt from 28 February 2026. Month-on-month proves nothing. March–August 2026 against March–August 2025 does: same salons, same seasons, same festival calendar.
The number that
settles it
Spend rose ₹10.81 L. Revenue rose ₹2.06 Cr.
That is 19.1× on the incremental rupee, and ₹101 of media per additional bill — against an average bill of ₹2,683.
Every extra bill cost the price of a shampoo. It returned the price of a cut and colour.
The record book
Both ₹2.9 Cr
months are mine
In twenty months on record, only two months have cleared ₹2.9 Cr — May 2026 and August 2026. Both fall inside these six months. The best month before the rebuild was ₹2.75 Cr.
Only three months have ever crossed 10,000 bills. May, July and August 2026. All three are mine.
The ₹3 Cr line has never been crossed. May came within ₹3 lakh of it. August within ₹5.8 lakh.
What six months made, in reality
The swing
+₹1.03 Cr
February 2026 was the worst month in the twenty-month record at ₹1.91 Cr. August is ₹2.94 Cr. A 54% monthly swing in six months.
Annual run-rate
₹28.1 → ₹32.2 Cr
Six-month revenue annualised. A ₹4.12 Cr improvement in what the estate runs at.
Bills added
+10,659
Against the same six months last year. 337 bills a day in August alone.
Demand built
2.6× at 1.7× cost
1,18,253 MQLs against 44,625 last year, on 1.74× the media spend.
Two comparisons. Both point the same way.
Against August 2025 — strict like-for-like — revenue is up 7.0%, bills 13.4%, Google leads 122.6%.
Against February 2026 — the month the work started — revenue is up 54.1%, bills 29.4%, average bill 19.2%.
August set all-time highs for impressions, clicks and MQLs. It was the second-best month on record for both revenue and bills, behind May 2026.
The honest counter: blended revenue per marketing rupee fell from 96.5× to 63.5×, and cost per bill rose from ₹29 to ₹42. Scale always costs efficiency. The fair test for growth spend is the incremental one above — 19.1× — and the counterfactual is not a flat business. It was falling. February 2026 was the worst month on record.
The rest of the cost is set out in Sections 08 and 09.
What was built
Google campaigns
25 live
One demand unit per store, plus three always-on network units. Search, Performance Max and Demand Gen in rotation.
Meta campaigns
26 live
Lead form, click-to-WhatsApp and click-to-call, run per salon.
Creative in market
800+
Google assets, Meta variants and 132 Instagram post boosts.
Auction position
22.11%
Largest impression share in the tracked set. Ahead of Enrich (21.54%) and Bodycraft (15.66%).
February 2026 figures describe the account as inherited. August figures are taken from the Google Ads and Meta Ads exports. Creative count is a delivery-log figure, not a platform export.
Three comparisons on every card: last month, the same month last year, and February 2026 — the month before the rebuild.
Salon revenue
₹2.94Cr
₹2,94,23,842 across 16 salons · 99.5% of a ₹2.96 Cr target
Bills
10,459
Second-highest month on record, behind May 2026
Google MQLs
22,532
All-time high · CPA ₹33.71
Meta results
5,612
2,887 lead forms · 2,700 WhatsApp · 25 calls
Total invested
₹10.32L
Google ₹7.60 L · Meta ₹1.78 L · IG boosts ₹0.95 L
Revenue per ad ₹
28.5×
Blended across every rupee spent · ₹98.70 per bill
| Metric | Aug '26 | Jul '26 | MoM | Aug '25 | YoY | Feb '26 | vs base |
|---|---|---|---|---|---|---|---|
| Salon revenue | ₹2.94 Cr | ₹2.68 Cr | ▲ 10% | ₹2.75 Cr | ▲ 7% | ₹1.91 Cr | ▲ 54% |
| Bills | 10,459 | 10,105 | ▲ 4% | 9,224 | ▲ 13% | 8,084 | ▲ 29% |
| Average bill value | ₹2,813 | ₹2,655 | ▲ 6% | ₹2,983 | ▼ 6% | ₹2,359 | ▲ 19% |
| Google impressions | 49,66,070 | 19,93,155 | ▲ 149% | 22,43,078 | ▲ 121% | 5,91,000 | ▲ 740% |
| Google clicks | 1,65,674 | 92,478 | ▲ 79% | 26,107 | ▲ 535% | 27,000 | ▲ 514% |
| Click-through rate | 3.34% | 4.64% | ▼ 28% | 1.16% | ▲ 188% | 4.57% | ▼ 27% |
| Cost per click | ₹4.58 | ₹4.70 | ▼ 3% | ₹10.08 | ▼ 55% | ₹8.63 | ▼ 47% |
| Google MQLs | 22,532 | 19,821 | ▲ 14% | 10,124 | ▲ 123% | 13,600 | ▲ 66% |
| Cost per MQL | ₹33.71 | ₹21.91 | ▲ 54% | ₹25.98 | ▲ 30% | ₹17.13 | ▲ 97% |
| Google spend | ₹7.60 L | ₹4.34 L | ▲ 75% | ₹2.63 L | ▲ 189% | ₹2.33 L | ▲ 226% |
| Product revenue | ₹15.84 L | — | — | — | — | — | — |
| Package revenue | ₹82.70 L | — | — | — | — | — | — |
← swipe to see all columns
Cost per MQL rose 53.9% month on month. Two campaigns account for almost all of it — see Section 08.
Revenue and lead volume, January 2025 to August 2026. The shaded field is the rebuild period. Hover any month for the figure.
Demand on the left, till on the right. Twenty months. The gold block is my six months. Every figure in this report reconciles here.
| Month | Impressions | Clicks | CTR | CPC | Google spend | MQLs | CPA | Bills | Revenue | ABV | Cost/bill | Rev/₹ |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Aug '26 this issue | 49,66,070 | 1,65,674 | 3.34% | ₹4.58 | ₹7.60 L | 22,532 | ₹33.7 | 10,459 | ₹2.94 Cr | ₹2,813 | ₹73 | 39× |
| Jul '26 | 19,93,155 | 92,478 | 4.64% | ₹4.70 | ₹4.34 L | 19,821 | ₹21.9 | 10,105 | ₹2.68 Cr | ₹2,655 | ₹43 | 62× |
| Jun '26 | 18,60,000 | 86,100 | 4.63% | ₹4.08 | ₹3.51 L | 18,900 | ₹18.6 | 9,757 | ₹2.53 Cr | ₹2,590 | ₹36 | 72× |
| May '26 record | 22,90,000 | 1,30,000 | 5.68% | ₹2.64 | ₹3.43 L | 18,700 | ₹18.3 | 10,738 | ₹2.97 Cr | ₹2,770 | ₹32 | 87× |
| Apr '26 | 17,20,000 | 74,200 | 4.31% | ₹4.69 | ₹3.48 L | 19,300 | ₹18.0 | 9,991 | ₹2.65 Cr | ₹2,652 | ₹35 | 76× |
| Mar '26 | 9,97,000 | 52,300 | 5.25% | ₹5.74 | ₹3.00 L | 19,000 | ₹15.8 | 8,977 | ₹2.33 Cr | ₹2,600 | ₹33 | 78× |
| Feb '26 joined 28 Feb | 5,91,000 | 27,000 | 4.57% | ₹8.63 | ₹2.33 L | 13,600 | ₹17.1 | 8,084 | ₹1.91 Cr | ₹2,359 | ₹29 | 82× |
| Jan '26 | 3,37,000 | 11,200 | 3.32% | ₹10.62 | ₹1.19 L | 4,140 | ₹28.7 | 8,445 | ₹2.06 Cr | ₹2,439 | ₹14 | 173× |
| Dec '25 | 10,12,600 | 34,032 | 3.36% | ₹8.37 | ₹2.85 L | 16,820 | ₹16.9 | 9,720 | ₹2.70 Cr | ₹2,774 | ₹29 | 95× |
| Nov '25 | 11,55,930 | 41,354 | 3.58% | ₹10.00 | ₹4.14 L | 18,335 | ₹22.6 | 9,050 | ₹2.65 Cr | ₹2,931 | ₹46 | 64× |
| Oct '25 | 20,35,207 | 48,770 | 2.40% | ₹13.19 | ₹6.43 L | 17,665 | ₹36.4 | 8,272 | ₹2.43 Cr | ₹2,942 | ₹78 | 38× |
| Sep '25 | 22,24,510 | 28,545 | 1.28% | ₹9.81 | ₹2.80 L | 10,399 | ₹26.9 | 8,078 | ₹2.21 Cr | ₹2,733 | ₹35 | 79× |
| Aug '25 LY | 22,43,078 | 26,107 | 1.16% | ₹10.08 | ₹2.63 L | 10,124 | ₹26.0 | 9,224 | ₹2.75 Cr | ₹2,983 | ₹29 | 105× |
| Jul '25 | 25,14,526 | 24,662 | 0.98% | ₹10.69 | ₹2.64 L | 8,302 | ₹31.7 | 8,370 | ₹2.36 Cr | ₹2,823 | ₹31 | 90× |
| Jun '25 | 22,62,438 | 22,440 | 0.99% | ₹10.76 | ₹2.41 L | 8,159 | ₹29.6 | 8,201 | ₹2.29 Cr | ₹2,792 | ₹29 | 95× |
| May '25 | 23,34,549 | 19,242 | 0.82% | ₹11.98 | ₹2.30 L | 6,162 | ₹37.4 | 8,353 | ₹2.38 Cr | ₹2,853 | ₹28 | 103× |
| Apr '25 | 21,40,998 | 18,794 | 0.88% | ₹12.13 | ₹2.28 L | 6,687 | ₹34.1 | 7,903 | ₹2.09 Cr | ₹2,644 | ₹29 | 92× |
| Mar '25 | 21,55,469 | 16,980 | 0.79% | ₹13.42 | ₹2.28 L | 5,191 | ₹43.9 | 7,317 | ₹2.17 Cr | ₹2,969 | ₹31 | 95× |
| Feb '25 | 21,48,307 | 14,880 | 0.69% | ₹14.17 | ₹2.11 L | 4,504 | ₹46.8 | 6,895 | ₹1.84 Cr | ₹2,667 | ₹31 | 87× |
| Jan '25 | 10,58,194 | 14,724 | 1.39% | ₹14.23 | ₹2.10 L | 5,200 | ₹40.3 | 7,219 | ₹2.08 Cr | ₹2,879 | ₹29 | 99× |
| Mar–Aug 2026 my six months | 1,38,26,225 | 6,00,752 | 4.35% | ₹4.22 | ₹25.36 L | 1,18,253 | ₹21.4 | 60,027 | ₹16.10 Cr | ₹2,683 | ₹42 | 63× |
| Mar–Aug 2025 same six, last year | 1,36,51,058 | 1,28,225 | 0.94% | ₹11.34 | ₹14.54 L | 44,625 | ₹32.6 | 49,368 | ₹14.04 Cr | ₹2,844 | ₹29 | 97× |
| Change | +1.3% | +369% | +363% | −63% | +74% | +165% | −34% | +21.6% | +14.7% | −5.7% | +43% | −34% |
← swipe to see all columns
Spend, cost per bill and revenue per rupee are Google-only, so the series stays comparable back to January 2025 — Meta was not run at store level before mid-2026. August's all-in figures are ₹98.70 per bill and 28.5× revenue per rupee.
CTR, CPC, CPA, ABV, cost per bill and revenue per rupee in the summary rows are computed on the six-month totals, not averaged from the monthly column — a weighted figure, which is the correct one. Revenue for every month except August is carried at ₹0.01 Cr precision from the source series; August is exact from the point-of-sale sheet.
Robustness: March 2026 was the handover month, so it is fair to ask whether the result depends on counting it. It does not. Excluding March, the five months April–August 2026 against April–August 2025 give +21.4% on bills and +16.0% on revenue — a stronger revenue result than the six-month view, not a weaker one.
₹7,59,517 across 25 live campaigns. 22,532 conversions at ₹33.71 each.
Where the money went, by network
Two campaigns,
most of the loss
Demand Gen: ₹1,36,752 for 173 conversions. That is ₹790 each, against a ₹33.71 account average. The same money at account rates buys about 4,050.
Koramangala 4th PMAX: ₹1,27,776 — up 89% on July — for 1,609 conversions at ₹79.41. It feeds a salon that bills ₹7.46 L a month.
Together: ₹2,64,528. That is 34.8% of Google spend for 7.9% of the output.
| Campaign | Store | Type | Spend | vs Jul | Clicks | Conv. | CPA | Opt. |
|---|---|---|---|---|---|---|---|---|
| T&G Koramangala 4th PMAX | Koramangala 4th Block | Performance Max | ₹1,27,776 | ▲ 89% | 18,218 | 1,609 | ₹79 | 86.3% |
| Demand Gen - Danny Aug 2026 | — Network | Demand Gen | ₹75,963 | new | 7,806 | 151 | ₹503 | 83.5% |
| Search | Danny | Bangalore | High-Intent – Always on | — Network | Search | ₹69,920 | — | 7,825 | 4,319 | ₹16 | 90.6% |
| Demand Gen - 2026-07-30 by Ega | — Network | Demand Gen | ₹60,788 | ▲ 1419% | 3,902 | 22 | ₹2,763 | 83.5% |
| PMax - Nexus Vega City Mall - Store Visits - New Store - Danny | Nexus Vega City | Performance Max | ₹51,681 | ▲ 51% | 5,875 | 1,855 | ₹28 | 95.9% |
| Danny | PMax | Sadashivanagar | Toni & Guy | Sadashivanagar | Performance Max | ₹39,519 | ▲ 43% | 2,056 | 1,120 | ₹35 | 89% |
| TG | Phoenix MarketCity BLR | Search | Leads | Danny | Phoenix MarketCity | Search | ₹36,478 | ▲ 59% | 1,693 | 729 | ₹50 | 83.4% |
| PMax | Danny | Bangalore | All Stores - Always on | — Network | Performance Max | ₹33,441 | — | 22,484 | 1,781 | ₹19 | 95.9% |
| PMax - Toni&Guy Hennur - Danny | Hennur | Performance Max | ₹26,752 | ▲ 38% | 2,392 | 1,247 | ₹21 | 95.9% |
| TG | HRBR Layout (Kalyan Nagar) | Search | Leads | Danny | HRBR Kalyan Nagar | Search | ₹21,600 | — | 8,347 | 1,156 | ₹19 | 95.9% |
| PMax | Toni&Guy | Nexus Whitefield | Danny | Store Visits | Nexus Whitefield | Performance Max | ₹21,281 | — | 18,858 | 800 | ₹27 | 89.2% |
| PMax | Toni&Guy | Koramangala Nexus | Local | Danny | Nexus Koramangala | Performance Max | ₹20,977 | — | 3,525 | 908 | ₹23 | 95.9% |
| Search | Danny | TG | Koramangala 8th Block | Koramangala 8th Block | Search | ₹20,976 | ▲ 52% | 742 | 423 | ₹50 | 95.9% |
| Toni&Guy | ORR Marathahalli | Search | Store Visits | Danny | Marathahalli ORR | Search | ₹16,417 | — | 8,848 | 955 | ₹17 | 95.9% |
| PMax | Toni&Guy | Phoenix Mall of Asia | Danny | Phoenix Mall Of Asia | Performance Max | ₹16,417 | ▲ 38% | 13,042 | 610 | ₹27 | 90.4% |
| Search - Nexus Vega City - Brand - New - Danny | Nexus Vega City | Search | ₹16,118 | ▲ 38% | 8,598 | 753 | ₹21 | 95.9% |
| TG | Nexus Shantiniketan Mall | PMax | Leads | Danny | Nexus Shantiniketan | Performance Max | ₹16,113 | — | 2,430 | 811 | ₹20 | 95.9% |
| Search - Hennur - Byrathi Kothanur - Local Leads - Danny | Hennur | Search | ₹15,857 | ▲ 2071% | 1,020 | 110 | ₹144 | 90.1% |
| TG | VR Bengaluru | Search | Leads | Danny | VR Bengaluru | Search | ₹15,809 | — | 9,221 | 744 | ₹21 | 95.9% |
| Search | Danny | TG | Mantri Square Mall | Mantri Square | Search | ₹15,808 | ▲ 37% | 1,091 | 625 | ₹25 | 95.9% |
| Search | Toni&Guy | JP Nagar 4th Phase | Store Visits | JP Nagar | Search | ₹13,377 | — | 9,708 | 618 | ₹22 | 93.7% |
| TG | Koramangala 4th Block | Search | Leads | Danny | Koramangala 4th Block | Search | ₹12,769 | ▲ 51% | 1,709 | 534 | ₹24 | 95.9% |
| TG | Lulu Mall BLR | PMax | Leads | Danny | Lulu Mall | Performance Max | ₹9,121 | — | 1,316 | 539 | ₹17 | 95.9% |
| Lavelle Road Toni & Guy Danny AUG 2026 | Lavelle Road (new) | Demand Gen | ₹4,487 | new | 4,951 | 112 | ₹40 | 93.3% |
| Lavelle Road Danny Search | Lavelle Road (new) | Search | ₹75 | — | 17 | 1 | ₹75 | 88.4% |
← swipe to see all columns
Impression counts are absent from this month's campaign export, so campaign-level CTR is omitted. Account CTR is 3.34%. "vs Jul" comes from the platform's own period comparison.
Brand search is healthy and cheap. "toni and guy salon" returned a 13.39% click-through rate. "toni and guy near me" returned 19.05%.
Generic search is where the money goes. The words "near" and "me" alone carried ₹42,013 and ₹41,476 of spend. The search-terms report attributes zero conversions to any of it.
That is either a real efficiency problem or an attribution gap. Section 08 argues it is mostly the second.
Volume has been won. Premium placement has not.
₹2,72,807 doing two different jobs: 26 campaigns buying enquiries, 73 delivered post boosts buying reach.
Lead campaigns
5,612results
₹1,78,140 spent · 2,887 lead forms, 2,700 WhatsApp chats, 25 calls
Instagram boosts
73of 132
61.3 L impressions · 37.7 L reach · 50,196 clicks at ₹1.89
Total Meta reach
59.5L people
Bangalore's adult population is roughly 90 L. This is city scale.
Cost per lead
₹31.74
Lead campaigns only. Boosts carry no lead objective and are excluded.
Cheaper and
bigger at once
Lead cost fell from about ₹50 to ₹31.74 while volume grew 150%. Two campaigns carried it: Koramangala 8th Block at ₹7.78 a WhatsApp conversation (1,458 of them) and Nexus Whitefield at ₹11.76.
Against that: Lulu Mall paid ₹235 a lead. Phoenix Mall of Asia paid ₹148 a conversation. Both bill well without Meta's help.
| Campaign | Salon | Objective | Spend | Results | Cost/result | Impressions | Reach |
|---|---|---|---|---|---|---|---|
| Sadashivnagar May 2026 | Sadashivanagar | Lead form | ₹15,241 | 378 | ₹40 | 2,10,861 | 1,03,482 |
| TONI&GUY Koramangala (8th Block) | Koramangala 8th Block | Click-to-WhatsApp | ₹11,339 | 1,458 | ₹8 | 4,08,936 | 2,32,223 |
| Lulu May 2026 | Lulu Mall | Lead form | ₹10,832 | 46 | ₹235 | 3,04,923 | 41,711 |
| BOTOX promotion for MantriMall Campaign | Mantri Square | Click-to-call | ₹9,957 | 20 | ₹498 | 1,48,521 | 39,024 |
| Nexus Vega city Jun 2026 | Nexus Vega City | Lead form | ₹7,806 | 187 | ₹42 | 3,08,465 | 1,83,489 |
| Koramangala 4th block Jun 2026 | Koramangala 4th Block | Lead form | ₹6,278 | 87 | ₹72 | 1,02,689 | 64,028 |
| Nexus Shantiniketan Jun 2026 | Nexus Shantiniketan | Lead form | ₹6,247 | 130 | ₹48 | 1,94,868 | 1,22,645 |
| Phoenix Mall Of Asia. | Phoenix Mall Of Asia | Click-to-WhatsApp | ₹6,242 | 42 | ₹149 | 2,98,109 | 76,018 |
| Nexus Vega City Mall | Nexus Vega City | Click-to-WhatsApp | ₹6,239 | 144 | ₹43 | 1,82,925 | 73,557 |
| Nexus Whitefield Jun 2026 | Nexus Whitefield | Lead form | ₹6,226 | 258 | ₹24 | 96,600 | 60,877 |
| Phoenix MarketCity (Whitefield) | Phoenix MarketCity | Click-to-WhatsApp | ₹6,225 | 143 | ₹44 | 1,71,782 | 1,03,999 |
| Sadashivanagar Campaign | Sadashivanagar | Click-to-WhatsApp | ₹6,222 | 250 | ₹25 | 89,229 | 39,058 |
| Phoenix Mall of Asia Jun 2026 | Phoenix Mall Of Asia | Lead form | ₹6,218 | 74 | ₹84 | 3,04,326 | 1,67,057 |
| Phoenix Market City Jun 2026 | Phoenix MarketCity | Lead form | ₹6,216 | 133 | ₹47 | 1,71,316 | 1,05,186 |
| Marathhalli Jun 2026 | Marathahalli ORR | Lead form | ₹6,215 | 53 | ₹117 | 2,01,325 | 86,225 |
| Koramangala 8th Block May 2026 | Koramangala 8th Block | Lead form | ₹6,203 | 292 | ₹21 | 81,063 | 42,805 |
| Nexus Koramangaa Jun 2026 | Nexus Koramangala | Lead form | ₹6,202 | 148 | ₹42 | 91,264 | 61,080 |
| JP Nagar May 2026 | JP Nagar | Lead form | ₹6,193 | 390 | ₹16 | 1,23,263 | 63,331 |
| Hennur Jun 2026 | Hennur | Lead form | ₹6,190 | 217 | ₹29 | 1,17,155 | 68,809 |
| TONI&GUY Koramangala (4th Block) | Koramangala 4th Block | Click-to-WhatsApp | ₹6,185 | 138 | ₹45 | 2,06,573 | 1,04,307 |
| Kalyan May-2026 | HRBR Kalyan Nagar | Lead form | ₹6,181 | 228 | ₹27 | 2,79,572 | 90,127 |
| VR Mall Jun 2026 | VR Bengaluru | Lead form | ₹6,180 | 112 | ₹55 | 1,26,798 | 78,810 |
| Nexus Whitefield | Nexus Whitefield | Click-to-WhatsApp | ₹6,175 | 525 | ₹12 | 1,07,379 | 62,401 |
| Mantri square Jun 2026 | Mantri Square | Lead form | ₹6,151 | 101 | ₹61 | 1,44,569 | 94,331 |
| Hennur/testing | Hennur | Lead form | ₹2,944 | 53 | ₹56 | 23,066 | 11,983 |
| TONI&GUY Bangalore customer list | — Network | Click-to-call | ₹2,030 | 5 | ₹406 | 5,865 | 5,493 |
← swipe to see all columns
Results are not one currency. A lead form, a WhatsApp conversation and a placed call are different commitments and priced differently — the objective column is there so cost per result is read fairly.
New this issue. Point-of-sale revenue joined to ad spend, salon by salon. The first time this report can price a salon's marketing against its own till.
| Salon | Target | Revenue | Attain | Bills | ABV | Meta | Leads | Cost/lead | Rev/₹ | Cost/bill | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Nexus Whitefield | ₹15,20,000 | ₹18,17,402 | 120% | 714 | ₹2,545 | ₹21,281 | ₹12,402 | 1,583 | ₹21 | 54× | ₹47 |
| Koramangala 4th Block | ₹6,65,000 | ₹7,45,995 | 112% | 337 | ₹2,214 | ₹1,40,544 | ₹12,463 | 2,368 | ₹65 | 5× | ₹454 |
| Phoenix Mall Of Asia | ₹47,60,000 | ₹52,94,510 | 111% | 1,600 | ₹3,309 | ₹16,417 | ₹12,461 | 726 | ₹40 | 183× | ₹18 |
| Sadashivanagar | ₹11,35,000 | ₹12,09,825 | 107% | 405 | ₹2,987 | ₹39,519 | ₹21,463 | 1,748 | ₹35 | 20× | ₹151 |
| Lulu Mall | ₹28,50,000 | ₹29,37,761 | 103% | 862 | ₹3,408 | ₹9,121 | ₹10,832 | 585 | ₹34 | 147× | ₹23 |
| HRBR Kalyan Nagar | ₹17,30,000 | ₹17,63,361 | 102% | 688 | ₹2,563 | ₹21,600 | ₹6,181 | 1,384 | ₹20 | 63× | ₹40 |
| Nexus Koramangala | ₹20,20,000 | ₹20,37,114 | 101% | 913 | ₹2,231 | ₹20,977 | ₹6,202 | 1,056 | ₹26 | 75× | ₹30 |
| Nexus Shantiniketan | ₹24,20,000 | ₹24,24,513 | 100% | 855 | ₹2,836 | ₹16,113 | ₹6,247 | 941 | ₹24 | 108× | ₹26 |
| Phoenix MarketCity | ₹46,50,000 | ₹43,22,449 | 93% | 1,380 | ₹3,132 | ₹36,478 | ₹12,442 | 1,005 | ₹49 | 88× | ₹35 |
| VR Bengaluru | ₹10,00,000 | ₹9,21,987 | 92% | 436 | ₹2,115 | ₹15,809 | ₹6,180 | 856 | ₹26 | 42× | ₹50 |
| JP Nagar | ₹14,60,000 | ₹13,36,253 | 92% | 487 | ₹2,744 | ₹13,377 | ₹6,193 | 1,008 | ₹19 | 68× | ₹40 |
| Nexus Vega City | ₹13,50,000 | ₹12,08,541 | 90% | 558 | ₹2,166 | ₹67,800 | ₹14,045 | 2,939 | ₹28 | 15× | ₹147 |
| Mantri Square | ₹14,00,000 | ₹12,26,405 | 88% | 437 | ₹2,806 | ₹15,808 | ₹16,108 | 746 | ₹43 | 38× | ₹73 |
| Hennur | ₹6,50,000 | ₹5,53,045 | 85% | 206 | ₹2,685 | ₹42,609 | ₹9,134 | 1,627 | ₹32 | 11× | ₹251 |
| Marathahalli ORR | ₹10,25,000 | ₹8,58,795 | 84% | 312 | ₹2,753 | ₹16,417 | ₹6,215 | 1,008 | ₹22 | 38× | ₹73 |
| Mantri Avenue | ₹9,40,000 | ₹7,65,886 | 81% | 269 | ₹2,847 | ₹0 | ₹0 | 0 | ₹— | — | ₹— |
| All 16 salons | ₹2,95,75,000 | ₹2,94,23,842 | 99% | 10,459 | ₹2,813 | ₹4,93,866 | ₹1,58,568 | 19,580 | ₹33 | 45× | ₹62 |
← swipe to see all columns
Salon rows carry only spend attributable to that salon. Excluded: three network Google campaigns (₹2,40,113), the Instagram boost programme (₹94,667), Koramangala 8th Block (₹38,518), the Lavelle Road launch (₹4,561) and the Meta customer-list campaign (₹2,030). Those total ₹3,79,890 and bring the all-in figure to ₹10,32,325.
Revenue per rupee of advertising
Green is above the network median. Red is below 25×. Right-hand figure is total ad spend on that salon in August.
Four things
this table says
Koramangala 4th Block took ₹1,53,007 — 15% of all advertising — to produce ₹7,45,995. That is 4.9× and ₹454 of media per bill, against a network average of ₹62. It beat its target, but its target is the second-smallest in the estate. Largest recoverable line in the account.
Mantri Avenue billed ₹7,65,886 on zero advertising — and posted the worst attainment in the estate at 81%. A salon with no demand support missing target by ₹1.74 L is not a salon problem.
Nexus Vega City took ₹81,844, the second-largest spend, and still landed at 90% of target on 15×. The new-store push has not converted into billing.
Koramangala 8th Block produced 2,173 leads on ₹38,518 — the cheapest in the network — and has no row in the August sales sheet. Either the revenue books under another name or the reporting has a hole. One hour settles it.
The honest counterweight. Spend rose 88.7%, revenue 9.8%. Blended return fell from 49× to 28.5×. Here is exactly where it went.
Three things happened at once. Only one is a problem.
One — two campaigns overspent their worth. Demand Gen and Koramangala 4th PMAX took ₹2,64,528 between them. At account-average efficiency that output costs ₹60,073. ₹2,04,455 is recoverable — 63% of the month's entire Google increase.
Two — Meta genuinely scaled. ₹1.13 L to ₹2.73 L, with lead cost down 37%. That is not waste. That is buying more of something that got cheaper.
Three — the month's conversions are concentrated in one week. That needs explaining before 22,532 is treated as settled.
Flagged before
anyone else finds it
From 6 to 12 August the account reported 19.3% conversion rates. Across the other twenty-four days it averaged 1.7%. That is not a normal distribution.
Two explanations fit. A real seven-day surge in store-visit response — click-through rate rose with it, which supports this. Or a change in how a conversion action was counted during that window.
Those seven days carry most of the month's 22,532 conversions. If it is real, find what ran that week and run it again. If it is a counting change, August's cost per MQL is understated. Either way it is one hour in the conversions report, and it should happen before September's budget is set.
The one number
to watch
Average bill is ₹2,813. Up 6.0% on July. Up 19.2% since February. Still 5.7% below August 2025's ₹2,983.
At August's volume, closing that gap is worth ₹17.78 L a month — more than the entire marketing budget.
Product is 5.4% of sales. Packages are 28.1%. Both are salon-floor levers. Neither has moved with traffic.
Nineteen findings from the August exports. Every one is traceable to a file. Sorted by what can be acted on this week.
₹2.47 L
Spend returning below account average. Switch off or cap it and the money comes back this month.
₹1.41 L
Budget that is working but pointed at the wrong objective, hour or audience. Estimates overlap with Recover.
₹43,079
Spend that cannot be tied to a till at all. Plus the 6–12 August conversion window.
₹17.78 L
Average bill and target attainment. Not a media lever — but the biggest number here.
| # | Gap | Type | Size | Evidence | Action |
|---|---|---|---|---|---|
| 01 | Demand Gen converting at ₹790 against a ₹33.71 account average | Recover | ₹1,31,000 | 2 campaigns, ₹1,36,752, 173 conversions | Switch off |
| 02 | Koramangala 4th Block returning 4.9× at ₹454 media per bill | Recover | ₹81,000 | ₹1,53,007 all-in vs ₹7,45,995 billed | Cap at ₹60,000 |
| 03 | Style-browsing keywords with no local intent — pixie cut, bob haircut, wedding hair and makeup, short haircuts | Recover | ₹29,183 | 8 broad-match terms, high CTR, no booking path | Negatives or exact match |
| 04 | TV screens placement converting at ₹554 | Recover | ₹5,538 | 10 conversions on 51 clicks | Exclude device |
| 05 | 51 Instagram boosts optimised to profile visits — a view, not a booking | Redeploy | ₹64,452 | 6.2% of total August budget | Switch objective to lead or WhatsApp |
| 06 | 10.1% of impressions served between midnight and 6 am, when every salon is shut | Redeploy | ≈₹76,700 | 5,01,924 of 49,66,070 impressions | Apply dayparting |
| 07 | "hair salon near me" running in three campaigns at once — bidding against itself | Redeploy | ₹27,404 | Same broad-match term, 3 separate ad groups | Consolidate to one |
| 08 | Nine salons running two Meta campaigns each on the same city audience | Redeploy | ₹1,28,060 | Sadashivanagar, Nexus Vega City, Nexus Whitefield, Phoenix ×2, Koramangala ×2, Mantri Square, Hennur | Merge to one per salon |
| 09 | Lulu Mall Meta frequency at 7.31 — the same person saw the ad seven times | Redeploy | ₹10,832 | 46 leads at ₹235 · highest CPL in the network | Cap frequency at 2 |
| 10 | Koramangala 8th Block — cheapest leads in the network, no row in the sales sheet | Blind spot | ₹38,518 | 2,173 leads · absent from the August POS export | Reconcile with POS |
| 11 | Lavelle Road launch — spending and converting, not yet billing anywhere visible | Blind spot | ₹4,561 | 113 conversions · no POS row | Confirm store is live |
| 12 | Conversion rate ran 19.3% for seven days and 1.7% for the other twenty-four | Blind spot | Most of 22,532 | 6–12 August · CTR rose with it | Audit conversion actions |
| 13 | Search-terms report shows zero conversions against all near-me spend | Blind spot | ₹83,489 | "near" ₹42,013 + "me" ₹41,476 | Fix search-term attribution |
| 14 | Google Business Profile actions and CRM calling log are not connected | Blind spot | Whole funnel | No lead-to-chair path exists in reporting | Connect both |
| 15 | 69.83% of impressions served to men — but colour, treatments and packages skew female | Targeting | 28.1% of revenue | Packages ₹82.70 L · female impressions only 30.29% | Rebalance audience |
| 16 | 13.65% of impressions served to ages 55+ | Targeting | 3,08,000 impr. | 55–64 6.73% · 65+ 6.92% | Trim age bands |
| 17 | 59 of 132 Instagram boosts never delivered — 45% of built creative unused | Process | ₹70,841 | Budget assigned, spend ₹0 | Fix the scheduling handoff |
| 18 | Mantri Avenue — worst target attainment in the estate, zero advertising | Salon floor | ₹1,74,114 | ₹7,65,886 billed against a ₹9,40,000 target | Start at ₹22,000 / month |
| 19 | Average bill ₹2,813 against ₹2,983 last August | Salon floor | ₹17,78,030 | Product 5.4% of sales · packages 28.1% | Menu and stylist conversation |
← swipe to see all columns
Sizes are monthly at August volume. Recover and Redeploy overlap — the overnight estimate (#06) is a proportional share of impressions, and some of it sits inside campaigns already named in #01 and #02, so the two columns must not be added together. Blind-spot figures are spend that cannot currently be tied to revenue, not waste.
September is seasonally softer. In 2025 it fell 12.4% on bills and 8.4% on average bill against August. These scenarios apply that shape to the current, larger base.
Same ₹10.3 L · same mix
Carries both loss-making campaigns into a softer month. Return falls again. Not recommended.
Same ₹10.3 L · waste redeployed · recommended
Kill Demand Gen. Cap Koramangala 4th at ₹60 k. Move ₹2.0 L to the eight salons under target, and to Mantri Avenue, which has none. Buys roughly 2,600 extra leads at account rates.
Cut to ₹7.0 L
Best headline efficiency. ₹13 L less revenue than Reallocate. Correct only if cash is the binding constraint.
Modelled, not measured. Seasonal shape taken from September 2025 against August 2025 and applied to the August 2026 base. Lead-to-bill conversion held at the March–August 2026 average. Actuals will differ.
Six actions, ranked by rupees recovered per hour of effort.
₹1,36,752 for 173 conversions across two campaigns. No version of this is working. Budget moves to store-level PMax and Search, which convert at ₹33.71.
₹1,53,007 all-in against ₹7,45,995 of billing. That is 4.9× — worst in the estate by a factor of three. Cap it, keep the Search line, rebuild the PMax asset group before spending again.
₹7.66 L of billing, 81% of target, not one rupee of advertising in August. Start at the network-median ₹22,000 a month. It should behave like JP Nagar or VR Bengaluru.
2,173 leads at the network's lowest cost. No row in the sales sheet. Either the till books under another name or the leads are not converting. One hour with the POS export settles it.
₹2,813 against ₹2,983 last August. Product is 5.4% of sales, packages 28.1%. A stylist-conversation and menu-pricing problem. Marketing cannot fix it from outside — but it is the largest number in this report.
Zero conversions reported against ₹42 k of near-me spend. Conversion rate swinging between 1.7% and 19.3% inside one month. Audit the 6–12 August window, restore Google Business Profile action reporting, connect the CRM calling log.