The client
a Spa and Wellness studio specializing in medical weight loss and hair care treatments.
The challenge
They needed to generate high-quality leads while minimizing their cost per conversion.
What we were asked to do
The primary goal over the three-month period was to bring in more qualified leads for their services at a lower cost per conversion to support business growth.
What we did
Our strategy involved several phases, starting with precise keyword and audience targeting in Google Ads, followed by ongoing optimization. First, we launched targeted campaigns and conducted basic optimizations. Then, we adjusted bidding strategies and expanded our audience targeting. Finally, we fine-tuned keyword bids, utilized Search Term Reports (STR) to reduce the cost per lead (CPL), and continuously monitored and refined the campaigns.
What worked in the creative
The best-performing ad had high engagement, featuring calls to action like "Call." It was optimized for visibility and engagement, significantly contributing to overall lead generation.
Results
The budget for the campaign was set at $500 per month, focusing on targeted cities around Houston. The click-through rate (CTR) achieved was 6.77%, with a cost per click (CPC) of $6.64. The total campaign cost was $995, resulting in 16 total leads generated. Initially, the cost per lead was $239, which was eventually reduced to $54.42. In the first month, the campaign generated 2 leads at $239 per lead. By the second month, leads increased to 10, reducing the cost to $49 per lead. By the third month, the campaign generated 16 leads, achieving a final cost per lead of $54.42.
Outcome
By the end of the three-month period, we successfully helped this business reduce their cost per lead by 76%, demonstrating the power of targeted and optimized Google Ads campaigns in achieving business growth objectives.
Source: Spa & Wellness case study (PDF)