Moving Beyond CPL: How Head To Toe Brands is Cracking the Code on Franchise Marketing ROI

So many franchise brands today are held back by fragmented systems, siloed data, and disjointed marketing. We all know the ultimate goal is to connect marketing to revenue, but in the world of franchising that’s easier said than done. At Head To Toe Brands—the premier portfolio company behind The Lash Lounge, Frenchies Modern Nail Care, Bishops Cuts & Color, and Delta Crown Hair Extensions—partnered with Netsertive to integrate systems and build a marketing engine that connects marketing campaigns to a revenue at the unit level.

“Our partnership with Netsertive has really evolved over time, but the biggest shift has been removing the guesswork from performance. With Frenchies, connecting our marketing data directly to Zenoti allows us to tie leads directly to purchase data. That visibility makes a huge difference. We can clearly see what’s driving revenue and use that to help our franchisees lean into what’s working and invest more confidently.”

— Janae Ver Helst, Digital Marketing Director, Head To Toe Brands.

The Game-Changer: Real-Time ROAS Optimization

Most franchise marketing stops at simple lead tracking or cost-per-lead (CPL). But that’s not good enough. You need to know: Is my marketing actually making the franchisee money?

That’s where the recent Zenoti and Multi-Location Experience (MLX) Platform integration comes in. By connecting digital advertising efforts directly to unit-level business outcomes, Head To Toe has created a powerful, closed-loop measurement system for Frenchies. This lets them optimize campaigns based on revenue, remove the guesswork, and most importantly—help franchisees lean into what’s working and invest more confidently.

Janae Ver Helst, Digital Marketing Director at HTT, explains the impact: “The biggest shift has been removing the guesswork from performance. With Frenchies, connecting our marketing data directly to Zenoti allows us to tie leads directly to purchase data. That visibility makes a huge difference. We can clearly see what’s driving revenue and use that to help our franchisees lean into what’s working and invest more confidently.”

How We Made Marketing Smarter

This partnership isn’t just about tracking; it’s about making marketing smarter and more efficient. The integration incorporates several key elements:

• Deep CRM integrations, including real-time syncing with systems like Zenoti.
• Leveraging first-party data and creative testing.
• Extracting AI-driven lead insights to better understand consumer behavior.
• Using ROAS data to automatically adjust platform allocation and maximize return.

The Results Are In: Big Wins for Franchisees

The integrated system is already delivering significant network-wide wins as of Q2 2026:

• The Lash Lounge: Saw a 58% increase in monthly leads and a 33% drop in cost per lead, all with only a 5% increase in overall spend YOY.
• Frenchies Modern Nail Care: Achieved 100% visibility into marketing-generated revenue through the new ROAS integration. All participating locations are maintaining a positive ROAS as of Q1 of 2026, with local seasonal campaigns hitting a notable 2.16 ROAS.

As Erin Martin, VP of Marketing at Netsertive, notes, this success comes from tackling a common franchise problem: fragmented systems, siloed data, and disjointed marketing. Head To Toe built a centralized, data-informed engine for growth, giving franchisees the clarity and context they need.

Ready to stop guessing and start growing?

Connect with us to see how Netsertive’s AI-driven marketing solution can help your multi-location business acquire more local customers online: https://netsertive.com/contact-us/. 

Learn more about Head To Toe Brands’ multi-brand portfolio here: www.httbrands.com.