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Scenthound Waco
Case Study
Franchise
Facebook Ads
500
Pre-Opening Members (Franchise Record)
Learn how Facebook Ads helped Scenthound Waco open with 500 pre-opening members, breaking the franchise record.
The Problem
Scenthound, a franchise grooming salon built around basic hygiene, routine care, and monthly membership packages, was opening a new location in Waco and needed pre-opening buzz and a high volume of leads within a short window. The brand was entirely unknown in Waco, requiring awareness to be built from nothing while competing against groomers already established in the area — and success meant convincing people to commit to a recurring membership fee before the doors had even opened.
A Deeper Dive
A closer look at the challenges
Challenge
01
The brand was unknown in Waco, so awareness had to be built from nothing while competing against groomers already established in the local market.
Challenge
02
The monthly membership model needed to be explained simply enough that someone would commit to a recurring fee before the location had even opened.
Challenge
03
The goal wasn't leads for their own sake — the location wanted a significant number of members already signed up on day one, meaning the campaign had to manufacture urgency ahead of a grand opening that hadn't happened yet.
The Solution
The Digital Resource team researched competitors, target audiences, and user preferences before selecting a discounted founding membership offer, then built a Facebook Ads campaign around realistic radius and behavior targeting, automated lead delivery, and ongoing optimization against acquisition cost — driving pre-opening urgency toward a hard opening date. Because Scenthound's model is a recurring membership, that first-month return is just the starting point — Digital Resource projects a 15X return by month six and 30X by month twelve as members retain their recurring subscription.
Implementation
Step 1
We studied competitors, target audiences, and user preferences before selecting the offer to feature — a discounted founding membership rate designed to reward early sign-ups and commitment.
Step 2
We defined the audience and pinpointed the radius within which people would realistically try a new groomer, structuring ad sets around interests, website behaviors, and location while tracking reachable audience size throughout.
Step3
We routed every Facebook lead straight to the client's email and CRM so follow-up could happen fast, which mattered more than usual given the time-limited offer ahead of a fixed opening date.
Step 4
We monitored and optimized the campaign throughout, incorporating client feedback and testing new audiences to hold cost per acquisition down as the campaign scaled.
Impact
500
Pre-Opening Members (Franchise Record)
969
Facebook Leads ($6.79 per lead)
51.6%
Lead-to-Member Conversion Rate
2.5X
Return on Ad Spend (Est., First Month)
30X
Projected ROAS by Month 12
