Short answer: proximity, proof and a first-visit reason. Most new clients come from someone nearby searching a neighborhood term, seeing recent reviews, and finding a reason to try you once.
Proximity beats everything. People pick a barber or stylist close to home, work or the gym. Your listing should name the neighborhood, not just the city. "Barber in Murray Hill" is a term you can win. "Barber in Jacksonville" is a term you fight 400 shops for.
Proof is the whole decision. Hair is personal and switching feels risky. Recent reviews from local names do more than any ad copy.
The first visit is the hard part. Once someone likes their cut they come back for years. So the offer should buy the first visit, not discount forever. A first-visit member deal converts better than a standing percentage off, because it is a reason to try rather than a reason to wait for a sale.
Fill the slow hours, not the busy ones. Tuesday at 2pm is the inventory you are actually losing. A deal targeted at slow hours turns dead chair time into a new regular.
Where the plans fit. Most single-chair and small shops do well on Small Business, which covers photos, an offer and category placement. Multi-stylist salons and barbershops with several locations move to Professional Services for the stronger placement and the badge for the window. See current plan prices.
One more thing that works: a raffle. A month of free cuts, entered by scanning the badge in your window, gets people through the door and gets your name into their feed. We can help set one up.