Bangalore · 28 February – 16 September 2026Closing report · 16 Sep 2026

TONI&GUY Final Report

200 days. What was inherited, built, returned, and left open.

The last issue. The whole engagement on one page: the numbers, the build, and the handover — so the next owner starts where this ends, not where it began.

01Six months against last year+₹2.06 Cr 05Everything that was built5 workstreams 09Open items, ranked10 items 10Handover checklist8 assets

₹16.10 Cr

Revenue · Mar–Aug

▲ 14.7% YoY

60,027

Bills · Mar–Aug

▲ 21.6% YoY

1,18,253

Google MQLs

▲ 165% YoY

19.1×

Return, incremental ₹

₹101 media / extra bill

The result, in one ledger

Joined 28 February 2026. The fair test is March–August 2026 against March–August 2025: same salons, same seasons, same festival calendar.

Six months, Mar–Aug20252026Change

Salon revenue₹14.04 Cr₹16.10 Cr▲ 14.7% +₹2.06 Cr

Bills49,36860,027▲ 21.6% +10,659

Google MQLs44,6251,18,253▲ 165% +73,628

Clicks into the brand1,28,2256,00,752▲ 369% +4,72,527

Google media spend₹14.54 L₹25.36 L▲ 74.3% +₹10.81 L

The number that
settles it

Spend rose ₹10.81 L. Revenue rose ₹2.06 Cr.

19.1× on the incremental rupee. ₹101 of media per additional bill, against an average bill of ₹2,683.

Six for six · revenue, same month both years

20252026 Every month of the tenure beat the same month last year. Revenue in ₹ Cr, point-of-sale, all salons.

Six for six · bills, same month both years

Bills grew faster than revenue in five of six months. More customers through the door; average bill is the lever left (Section 09, item 10).

The record book

Twenty months on record, January 2025 to August 2026. The highs all sit inside the tenure. So does the low it started from.

Top eight revenue months, 20 months on recordMar–Aug 2026 before ₹3 Cr line

May '26₹2.97 Cr

Aug '26₹2.94 Cr

Aug '25₹2.75 Cr

Dec '25₹2.70 Cr

Jul '26₹2.68 Cr

Nov '25₹2.65 Cr

Apr '26₹2.65 Cr

Oct '25₹2.43 Cr

₹2.9 Cr months

2 of 2

May 2026 (₹2.97 Cr) and August 2026 (₹2.94 Cr). No other month has cleared it.

10,000-bill months

3 of 3

May, July, August 2026. Never happened before.

Starting point

₹1.91 Cr

February 2026. Worst month in the record.

Swing

+54.1%

February to August. +₹1.03 Cr a month.

Run-rate

₹28.1 → ₹32.2 Cr

Annualised. +₹4.12 Cr a year.

All-time highs

Aug 2026

Impressions, clicks and MQLs.

The ₹3 Cr line is still uncrossed. May missed by ₹3 L, August by ₹5.8 L.

The twenty-month arc

Revenue and lead volume, January 2025 to August 2026. Shaded: the tenure. Hover any month.

Monthly point-of-sale revenue, all salons. Shaded from March 2026 — the rebuild period. Low: Feb 2026, ₹1.91 Cr. August: ₹2.94 Cr, second-highest on record.

Google qualified leads per month. Solid bars are the rebuild period. August is the highest month recorded.

Inherited, and handed over

February 2026 — the account as found. August 2026 — the last full month before exit.

Then and now
Line	Feb 2026 · inherited	Aug 2026 · handed over	Change
Salon revenue	₹1.91 Cr	₹2.94 Cr	+54.1%
Bills	8,084	10,459	+29.4%
Average bill	₹2,359	₹2,813	+19.2%
Google MQLs	13,600	22,532	+65.7%
Google clicks	27,000	1,65,674	+514%
Cost per click	₹8.63	₹4.58	−47%
Google campaigns	—	25 live · per store + network	rebuilt
Meta, store level	Not run	26 campaigns · 5,612 results	new
Instagram boosts	—	132 built · 61.3 L impressions	new
Search auction	—	22.11% impr. share · #1 in set	new
Salon-level P&L	—	16 salons, spend joined to till	new
Reporting	—	Monthly issues · 20-month series	new

← swipe to see all columns

Honest counter: cost per MQL rose from ₹17.13 to ₹33.71 over the same window, driven by two campaigns in August (Section 07). Meta was not run at store level before May 2026, so its figures have no February baseline.

Everything that was built

Five workstreams. Media is the visible part. The rest is infrastructure the next owner inherits.

Google campaigns

25 live

Search, PMax, Demand Gen

Meta campaigns

26 live

Lead form, WhatsApp, call

Creative in market

800+

Assets, variants, 132 boosts

Salons covered

15 of 16

Mantri Avenue unfunded

Report issues

Jun, Jul, Aug, this one

Google Ads — rebuilt from the account up

Store-level structure: one demand unit per salon, three always-on network units
Search, Performance Max and Demand Gen in rotation
PMax search themes and asset groups, Lavelle Road first
Curated intent-tiered keyword lists with negative lists; auto-suggested competitor and off-geo terms rejected
Full RSA headline and description sets, sitelinks for store and network URLs, expanded business description, lead form
Audience naming convention: [Type]_[Store]_[Intent]_[Year]
New-store launches: Nexus Vega City, Lavelle Road

CPC ₹11.34 → ₹4.22six-month, YoY

Meta — store-level demand, from zero

Lead-form campaigns per salon from May 2026, expanded network-wide in June
Click-to-WhatsApp and click-to-call campaigns alongside
Customer-list campaign on the network audience
Instagram post-boost programme: 132 boosts built

₹31.74 per resultAug · down from ~₹50

Web and tracking

New storefront at toniandguyhairdressing.com, replacing toniandguy.com
Site migrated from Shopify to Netlify
Store site for Lavelle Road: toniandguylavelleroad.com
Conversion tracking set-up started on the new domain — see open item 06

2 domainsnetwork + store

Booking app — Android

Native app in Jetpack Compose, 6-step booking flow
Email login, encrypted on-device storage, HMAC-SHA256 signing
Bookings sync to a Google Sheets CRM through Apps Script
Release keystore, AAB builds, internal and closed testing tracks on Google Play
Privacy and account-deletion pages hosted for Play compliance

v1.0.1closed testing

Reporting and intelligence

Monthly report issues: June, July, August, and this final issue
A 20-month demand-to-till series, January 2025 onward — every figure reconciles to it
Salon-by-salon P&L: point-of-sale revenue joined to Google and Meta spend
Gap register: 19 findings from the August exports, each traceable to a file
Google review tracking dashboard, all 16 locations
Proposed attribution model: funnel-weighted, Google 60 / Meta 40

19 gaps₹2.47 L / mo recoverable

Month by month

What the till did, and what went live. Dated from campaign names and report issues.

Feb
2026

₹1.91 Cr · 8,084 bills

Joined 28 February. Worst month in the record.

Mar

₹2.33 Cr · 8,977 bills +7.4% YoY

Handover month. Rebuild starts. CPC ₹8.63 → ₹5.74. Clicks nearly double.

Apr

₹2.65 Cr · 9,991 bills +26.8% YoY

Revenue up ₹32 L on March. CPC ₹4.69, CTR 4.31%.

May

₹2.97 Cr · 10,738 bills +24.8% YoY

All-time record, revenue and bills. First store-level Meta lead campaigns. CPC ₹2.64.

Jun

₹2.53 Cr · 9,757 bills +10.5% YoY

Meta extended to every funded salon. First monthly report issue.

Jul

₹2.68 Cr · 10,105 bills +13.6% YoY

Issue Nº 07. Booking app in closed testing. First Demand Gen campaign live, 30 July.

Aug

₹2.94 Cr · 10,459 bills +7.0% YoY

Second-best month on record. All-time high impressions, clicks, MQLs. Lavelle Road launch. Salon P&L and gap register in Issue Nº 08.

Sep
1–16

Exit · 16 September

Reporting closes at 31 August. September to date is not in this report.

The full ledger

Demand on the left, till on the right. Twenty months. Gold rows are the tenure.

Demand and revenue · January 2025 – August 2026
Month	Impressions	Clicks	CTR	CPC	Google spend	MQLs	CPA	Bills	Revenue	ABV	Cost/bill	Rev/₹
Aug '26 last full month	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 to January 2025. Summary rows are weighted on six-month totals. Excluding March (handover month), April–August 2026 against 2025 gives +16.0% revenue and +21.4% bills — stronger, not weaker.

Where it's efficient, and where it isn't

Scale was bought. Some of it cheaply, some of it not. Both sides, stated plainly.

Click-through rate

4.35%

Mar–Aug 20250.94%

4.6× more people clicking what they're shown.

Cost per click

₹4.22

Mar–Aug 2025₹11.34

−63%. Traffic bought at a third of the price.

Cost per MQL

₹21.4

Mar–Aug 2025₹32.6

−34% across six months.

The cost side

Blended revenue per Google rupee fell 96.5× → 63.5×. Cost per bill rose ₹29 → ₹42. Six-month ABV slipped ₹2,844 → ₹2,683.

August alone: Demand Gen and Koramangala 4th PMAX took ₹2,64,528 — 34.8% of Google spend for 7.9% of output.

Meta · August 2026

Lead-campaign spend₹1,78,140

Results5,612

Cost per result₹31.74

Cheapest · K'gala 8th WhatsApp₹7.78

Worst · Lulu Mall lead form₹235

People reached59.5 L

Boost CPM₹15.45

Revenue per rupee of advertising · by salon · August 2026

Salonabove median (54×) 25–54× below 25×Spend

Phoenix Mall Of Asia183×₹28,877

Lulu Mall147×₹19,953

Nexus Shantiniketan108×₹22,360

Phoenix MarketCity88×₹48,919

Nexus Koramangala75×₹27,179

JP Nagar68×₹19,569

HRBR Kalyan Nagar63×₹27,781

Nexus Whitefield54×₹33,682

VR Bengaluru42×₹21,988

Mantri Square38×₹31,916

Marathahalli ORR38×₹22,632

Sadashivanagar20×₹60,983

Nexus Vega City15×₹81,844

Hennur11×₹51,743

Koramangala 4th Block5×₹153,007

Green above network median (54×). Red below 25×. Right: total ad spend on that salon in August.

Open items, ranked

What is unfinished at exit. Status as last known — verify each before acting. Sizes are monthly at August volume.

Open at 16 September 2026
#	Item	Type	Size	Next step
01	Conversion rate 19.3% for 6–12 Aug vs 1.7% the rest of the month	Data	Most of 22,532	Audit conversion actions before any budget decision
02	Demand Gen at ₹790 per conversion vs ₹33.71 account average	Recover	₹1,31,000	Switch off; move budget to store PMax and Search
03	Koramangala 4th Block returning 4.9×, ₹454 media per bill	Recover	₹81,000	Cap at ₹60,000; rebuild PMax asset group
04	Mantri Avenue: 81% of target, zero ad spend	Salon	₹1,74,114 gap	Fund at ₹22,000 / month
05	Koramangala 8th Block and Lavelle Road: spend and leads, no POS row	Data	₹43,079	Reconcile with POS export
06	Google tag on the new domain after the Netlify move	Tracking	All web conv.	Confirm tag fires and conversions record on toniandguyhairdressing.com
07	Google Business Profile actions and CRM call log not connected	Tracking	Whole funnel	Connect both; no lead-to-chair view exists without them
08	Lead-to-booking automation: proposed, not built	Build	Lead leakage	Webhook → Sheet → WhatsApp by store → 5-minute callback SLA
09	Android app not in production	Build	—	12+ testers for 14 days on closed track; confirm targetSdk 36 update was accepted
10	Average bill ₹2,813 vs ₹2,983 last August	Salon floor	₹17,78,030	Menu, packages and stylist conversation — not a media lever

← swipe to see all columns

Items 02–03 were recommended in Issue Nº 08 on 3 September; check whether they have been actioned. The full 19-finding register is in that issue.

Handover checklist

Access and assets to transfer on exit. Tick as each is confirmed — progress stays in this browser only.

Google AdsAdmin access moved to a company login. Conversion actions, naming convention, negative lists documented. Meta BusinessAd account, lead forms, WhatsApp numbers, customer list. Partner access reassigned. GA4 and Google tagProperty admin and tag container ownership on a company account. WebsiteNetlify site, domain and DNS records for both domains; Shopify account status. Android appPlay Console ownership, source project, upload keystore and its passwords. Lose the keystore and updates stop. CRM sheet and Apps ScriptSheet and script ownership moved off a personal account. Data series20-month demand-to-till sheet, August exports, POS sheets. ReportsIssues Nº 07–09 and the review dashboard, shared with management.

0 of 8 confirmed.

The next 90 days, for whoever runs it

Ranked by rupees per hour of effort. September is seasonally softer: in 2025 bills fell 12.4% against August.

Settle the 6–12 August window

One hour in the conversions report. Until it's done, August's ₹33.71 CPA is not a number to plan on.

Week 1data

Reallocate, don't cut

Hold ₹10.3 L. Kill Demand Gen, cap Koramangala 4th, move ₹2.0 L to the eight salons under target and Mantri Avenue. Modelled September: ₹2.62 Cr, against ₹2.53 Cr if the mix is left alone.

+₹9 Lvs hold the line

Close the tracking holes

Tag on the new domain. GBP actions. CRM call log. Koramangala 8th in the POS. Without these, the next report can't prove anything.

Month 1tracking

Trim waste inside the account

Dayparting (10.1% of impressions served midnight–6 am). One "near me" ad group, not three. One Meta campaign per salon. Frequency cap at Lulu.

≈₹1.4 Lredeploy / mo

Build the callback loop

Every lead to the right store's WhatsApp within 5 minutes. Leads are at record volume; speed-to-lead is where they're lost.

Month 2build

Take the average bill back to ₹2,983

Packages are 28.1% of sales, product 5.4%. Stylist conversation and menu pricing. The largest number in the account.

₹17.78 Lmonthly

September figures are modelled from the 2025 August→September shape on the August 2026 base. Actuals will differ.

Sign-off

16 September 2026.

I joined in the worst month on record. I leave after the two best.

Six months, every one above the same month last year. ₹2.06 Cr more revenue. 10,659 more bills. ₹10.81 L more media to get there.

Not everything worked. Demand Gen didn't. Cost per bill rose. The average bill still trails last year. All of it is written down here, with the fix next to it.

The accounts, the data and the list of what's open are in this document. Thank you to the salon teams who turned the leads into bills.

— Danny · Daniel Deepak

The engagement, in eight numbers

Days200

Revenue, Mar–Aug₹16.10 Cr

Incremental revenue+₹2.06 Cr

Bills, Mar–Aug60,027

Google MQLs1,18,253

Clicks into the brand6,00,752

Google spend, Mar–Aug₹25.36 L

Return on incremental ₹19.1×