Odessa MamaTwice the booking leads at almost half the cost, and new clients went from 12.6% to 36.5% of the chain's visits

Context

Odessa Mama is a men's barbershop chain in Prague with five locations (Karlín, Žižkov, Anděl, Vinohrady, I. P. Pavlova) and a sub-brand, Sobaka Pavlova. When WeBrandLab started working with the client more than two years ago, it had one location. As results improved, the target cost per booking was lowered twice, from Kč250 to Kč150. The named competitors in the niche barely advertise on Meta, so the paid channel is almost free of competition for attention. We report on the conservative 7-day click window; the same trend shows under 7-day click + 1-day view.

The challenge

A barbershop is a local service where trust is built in the chair, not in the feed. Much of the chain's audience are Ukrainian- and Russian-speaking expats, plus English-speaking expats and students. For them the barber's language is a real barrier. The objections we heard most: «I'll show a photo and get something else», «the barber won't understand me», «I don't know which barber to pick». The budget stayed flat at Kč15,500–24,000 a month, so growth had to come from structure and creative, not spend.

What we did

• //Separate campaigns for each language: Ukrainian, Russian and English (Czech earlier, now paused). The language of the ad is the language of the barber.
• //Moved from TOF/MOF/BOF with a geo radius per location to one CBO campaign per language on broad Prague targeting. Broad targeting now also does the retargeting.
• //Ran creative in waves, each in several language versions: documentary UGC-style photos, regulars vs. lapsed clients, Pinterest haircut references, «Father and son», «Show your haircut» and hyperlocal ads for each branch.
• //Fixed booking attribution: the Altegio widget was dropping UTM tags, so bookings arrived in the CRM without a source. A script now writes the tags and click ID into the booking itself.

Outcome

In twelve months the chain went from 45 to 94 booking leads a month on 7-day click, with cost per lead down 46.5%. The chain's CRM shows the result in the chair: new clients grew from 12.6% to 36.5% of all visits. Language segmentation, which competitors in the niche don't do, remains a long-term advantage rather than a one-off win.