Fresha’s growth relied on acquiring high-quality business users (salons, spas, barbers, and beauty professionals) to join the platform and actively use its booking and management tools.
The team had already been investing heavily across Google and Meta to drive sign-ups, but they lacked visibility into what happened after those users registered. Without a clear view of which paid channels, campaigns, or audiences were driving engaged, revenue-generating partners, optimisation was largely driven by surface-level metrics like cost per sign-up - not business impact.
To unlock the next stage of growth, Fresha needed to shift from volume-driven acquisition to data-led, quality-focused growth, which meant understanding not just how many businesses signed up, but which ones truly became valuable partners.
We started by overhauling Fresha’s tracking, so Google Ads could see not just who signed up, but who became a valuable user. A new lead-scoring model ranked each business by predicted lifetime value, and those scores were fed back into the ad platforms.
With real quality data in play, we ran controlled experiments across campaigns, regions, and keywords to pinpoint what drove the best sign-ups, and scaled what worked.
Next, we introduced value-based bidding, using lead scores as proxy revenue so Google could automatically prioritise high-quality leads over low-value volume.
Finally, we expanded into paid social, running creator partnerships in the health and beauty space to drive credible, top-of-funnel engagement and awareness
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