Freelance Google Ads & Meta Ads For Beauty & Hair Salons
Cut, colour, beard, skin care, nails or products: advertising should fill the calendar with clients who come back, or bring a product range to the people looking for it.
Google PartnerSuperMalter (top 10%)61 five-star reviews on Malt and LinkedIn100+ clients
Beauty And Hair Salons In The EU, In Numbers
Hair and beauty salons, perfume shops and cosmetics makers: their official figures from Eurostat, then the month when customers search most for a hairdresser, a beauty salon or a skincare product on Google.
Hairdressing And Beauty Treatment
NACE code 96.02
Hairdressing and other beauty treatment
1,122,405companies in the EU
Eurostat publishes no final figure for this country.
1.6 people per company on average
€54.4 billion in turnover
Most searched month: October
Perfume And Cosmetics Makers
NACE code 20.42
Manufacture of perfumes and toilet preparations
8,532companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: November
Perfume And Beauty Shops
NACE code 47.75
Retail sale of cosmetic and toilet articles in specialised stores
44,815companies in the EU
Eurostat publishes no final figure for this country.
9.5 people per company on average
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 96.02, 20.42 and 47.75, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 81211, 325620 and 456120, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 812114, 812115, 812116, 325620 and 456120, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 812110, 325620 and 465111 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: e-Stat, 2021 Economic Census for Business Activity, Ministry of Internal Affairs and Communications, Japan, privately owned establishments as of 1 June 2021, JSIC codes 782, 783, 166 and 6034 (Japan Standard Industrial Classification, revision 13), data updated on 30 September 2026. Retail trade: 4-digit table, which only counts establishments that sold goods, sales for the year 2020. An establishment is a single site: a company with 3 sites counts 3 times. People engaged include owners. See the tables all industries and retail trade. People per establishment: calculated from the number of people engaged and of establishments published by e-Stat. Each card uses the Japanese classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 9602, 2042 and 4775 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: SingStat, Annual services and manufacturing statistics, Singapore, establishments 2024, SSIC code 47721 (Singapore Standard Industrial Classification 2025), data updated on 4 March 2026, retrieved on 16 October 2026. An establishment is a site: a company with 3 sites counts 3 times. Own-account workers (hawkers, stall holders, freelancers, taxi drivers) are not counted. See the table. Each card uses the Singapore classification line or lines whose official title fits entirely within its NACE code; where there is no exact match, the card says so. Contains information from “Key Indicators By Detailed Industry In All Services Industries, Annual” accessed on 16 October 2026 from the Singapore Department of Statistics, which is made available under the terms of the Singapore Open Data Licence version 1.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC code 9602 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from October 2025 to September 2026.
Hairdressers And Barbers
Beauty And Nail Salons
Skincare And Makeup
100500
Hairdressers And BarbersSkincare And MakeupBeauty And Nail Salons
OctNovDecJanFebMarAprMayJunJulAugSep
Most searched month: hairdressers and barbers in October, beauty and nail salons in July, skincare and makeup in November. Skincare And Makeup: November brings 2.1 times the searches of June.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from October 2025 to September 2026, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “hairdressers near me”, “hair salon”, “barbers near me”, “hairdressers”, “nail salon”, “nails near me”, “beauty salon”, “beauty salon near me”, “skincare”, “face cream”, “makeup” and “moisturiser”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Hairdressers And Barbers
Beauty And Nail Salons
Skincare And Makeup
October 2025
100
76
76
November 2025
86
63
100
December 2025
83
69
84
January 2026
86
63
67
February 2026
82
58
59
March 2026
97
72
62
April 2026
97
71
58
May 2026
97
85
50
June 2026
97
85
47
July 2026
97
100
47
August 2026
97
93
47
September 2026
97
80
55
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Hairdressers And Barbers “barbers near me”€0.49 to €2.09
Beauty And Nail Salons “nails near me”€0.35 to €1.97
Skincare And Makeup “makeup”€0.32 to €1.24
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 14 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
Let's Discuss Your Challenges!
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Beauty & Hair Salons · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandHair Salon · Your BrandCuts, colour and treatments. Pick your time and book online.
MaGoogle MapsIllustration
Y
SponsoredYYour brandHair Salon · Your BrandSalon · 0.2 miles awayCallWebsite
YYouTubeIllustration
Your new look is waitingAd · Your brand
Up nextThis season’s hair trends
SponsoredHair Salon · Your Brand
DDiscoverIllustration
Your new look is waiting
YYour brand · SponsoredHair Salon · Your Brand
MGmailIllustration
YSponsoredYour brandHair Salon · Your BrandCuts, colour and treatments. Pick your time and book online.
WWebsites and appsIllustration
Your new look is waitingYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Cuts, colour and treatments. Pick your time and book online.
Your new look is waiting
Hair Salon · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Your new look is waiting
Learn more→
CChatGPTIllustration
which haircut works best for fine hair?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandHair Salon · Your BrandCuts, colour and treatments. Pick your time and book online.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
165,000searches a month for “hairdressers near me”, in the UK
Searches a month in your industry, in the UK
“hairdressers near me”165,000
“nail salon”74,000
“skincare”49,500
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from October 2025 to September 2026, estimated and rounded by Google, pulled on 14 October 2026.
They look for a place near them and compare options on the map. Your ad shows your address and phone number, beside, above or below the search results.
4 networkswhere location assets can show your address: the Search Network, the Display Network, YouTube and Google Maps
Where Your Ad Appears
Search results on Google Maps
Maps app
Search Network, with your address and phone number
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
35.2 to 41.5 millionpeople aged 18 and over reachable in the UK on Facebook
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
31.1 to 36.6 millionpeople aged 18 and over reachable in the UK on Instagram
The whole country’s audience, platform by platform
Instagram31.1 to 36.6 million
Facebook35.2 to 41.5 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Théo, a freelance Paid Media specialist with 100+ clients on Google Ads & Meta Ads. For a salon, a barber or a cosmetics brand, I build campaigns by service or by product range, with tracking that follows each appointment and each order. Budgets follow what a loyal client brings in over the year, and every ad claim is approved with you before it runs. I work directly with you.
The 3 Paid Media Projects For Beauty & Hair Salons
The Value Of A Loyal Client
A cut, a colour or a set of nails gets done again, and a face cream gets bought again. So I steer campaigns on what a client brings in over the year, a figure we work out together at the start.
A Calendar That Fills Online
In the EU, a hairdressing and beauty business has 1.6 persons employed on average (Eurostat, 2024), and during a service, hands are busy. A booking platform that partners with Google can send people who find you on Google Search and Maps to its booking page, and its dashboard shows you which bookings came from Google.
What An Ad Can Promise
In the EU, the text and the images of a cosmetics ad only describe the characteristics and functions the product really has (Regulation (EC) No 1223/2009, Article 20). Regulation (EU) No 655/2013 adds that every claim must rest on adequate and verifiable evidence. I check every ad claim with you before it runs.
Tattoo Studios: One Style, An Adult Audience
A tattoo studio is chosen for a style and an artist, then booked with a deposit: the campaign shows your work to the right people near the studio, and is measured by the booking.
Searches By Style And By Price
In the UK, « tattoo shop near me » is searched around 110,000 times a month, « tattoo shops » around 22,200 times and « fine line tattoo » around 18,100 times (Google Keyword Planner, average from October 2025 to September 2026). Each style gets its own ad and page, with the studio's own work.
The Portfolio On Meta
Tattoos are chosen by eye: Instagram and Facebook show each artist's work to people in your area, while Google Search catches those who have already decided.
Adults Only
In England, Wales and Scotland, it is an offence to tattoo a person under the age of eighteen, except for medical reasons (Tattooing of Minors Act 1969, section 1). Campaigns target adults, and the booking form asks for the client's age.
Tracking Through To The Booking
Quote request, message, booking with a deposit: each step comes back with its source, and the campaign learns which styles fill the diary.
The Method, Applied To Beauty & Hair Salons
1
Audit Of Services And Products
Services, products, average spend, neighbourhood and competition: what your clients really search for, and at what time of year.
2
Claims Checked Before Launch
Every product claim and every visual is checked against the rules in force, then approved with you before it goes live.
3
Campaigns By Service Or Product Range
Google Search on what people search in your area, Shopping for products, and Meta to show a cut, a colour, nails or a texture.
4
Tracking Up To The Booking Or Order
Online booking, call or order: every contact is recorded as a conversion, and the bookings your platform credits to Google go into the report.
Frequently Asked Questions About Beauty & Hair Salon Marketing
What Can An Ad Promise For A Cosmetic Product?
What the product does, and what its file can prove. In the EU, Regulation (EU) No 655/2013 asks that the wording of a claim matches the documents in the product information file. It rules out any claim that the product was authorised or approved by a competent EU authority, and it asks for objective claims that respect competitors and legally used ingredients. A claim that no animal tests were carried out follows Article 20 of Regulation (EC) No 1223/2009: among other conditions, the manufacturer and its suppliers have not carried out or commissioned animal tests on the finished product, its prototype or its ingredients. My recommendation is to write your ads from your product file.
How Should I Show My Prices Online?
The same way as in your salon. In France, for example, an order of 27 March 1987 requires hair salons to display at least ten prices including tax for their most common services, visible from outside, and a second order of the same day sets the same rule for beauty salons, with the detail of every package. I recommend showing the same prices and the same package details on your booking page and in your ads, so clients find online what they read in your window.
When Should A Salon Or A Cosmetics Brand Launch Campaigns?
Before the peak: the calendar above shows that in the UK, hairdressers and barbers are searched most in October, nail and beauty salons in July, and skincare and makeup in November. Campaigns ramp up a few weeks before, so they learn while demand rises.
What About A Cosmetics Brand?
The method stays the same, and the goal becomes sales. Shopping ads use the product data sent to Google Merchant Center and show an image, a title, a price and the store name. Meta shows texture and how the product is applied, and Article 20 of Regulation (EC) No 1223/2009 also covers these images. I prefer to steer on order value and on the margin of each range, to push what brings in the most.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Let's Talk About Your Salon Or Brand
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.