1. Overview & Objectives Body Suite Spa aimed to boost its quarterly revenue and expand its client base through a cost-effective digital advertising campaign. The primary goals were: Increase Revenue: Drive more high-quality traffic that converts into booked appointments or service purchases. Optimize ROAS: Ensure ad spend delivers a substantial return, targeting an 8x ROAS. Enhance User Experience: Create a dedicated landing page that guides visitors to take action. 2. Challenges Limited Previous Growth: By Q3 2022, the spa’s revenue showed little measurable growth through organic channels alone. Overly Broad Google Recommendations: Relying on automated Google Ads suggestions risked overspending and targeting non-ideal audiences. Need for Conversion-Focused Landing Page: Existing site pages were not optimized for immediate conversions. 3. Strategy & Approach Dedicated Landing Page: Designed and developed a streamlined, conversion-oriented page specifically for spa services. Focused on clear calls-to-action, concise service descriptions, and compelling visuals. Manual Google Ads Management: Ignored broad Google recommendations to maintain tighter control over bidding, keywords, and audience segments. Conducted thorough keyword research, targeting specific service-related terms and local demographics most likely to convert. Employed ongoing A/B testing for ad copy, landing page elements, and calls-to-action. Data-Driven Optimization: Monitored campaign metrics daily to refine bids and exclude low-performing keywords. Used tracking pixels and analytics to measure user behavior on the landing page, allowing for real-time adjustments. 4. Growth Trajectory (Q3 Comparison) Q3 2022 (Ads Off): Revenue: $20,538 Baseline established, minimal growth without targeted advertising. Q3 2023 (No Involvement / Minimal Ads): Revenue: $21,520 Slight increase (+$1,000), but still no measurable leap in conversions. Q3 2024 (Ads On): Revenue: $37,544 Surpassed initial projections, achieving an 8x ROAS and a substantial year-over-year revenue surge. 5. Results & Impact 8x ROAS: Far exceeded the initial revenue targets, showing significant return on ad spend. Higher-Quality Leads: By refining keywords and targeting, the spa attracted clients more likely to purchase services. Enhanced Brand Presence: The consistent, on-message landing page and ads elevated brand credibility. Efficient Ad Spend: Ignoring some of Google’s automated suggestions prevented wasted clicks, keeping costs manageable. 6. Key Takeaways Manual Control Over Ads Matters: Tailored bidding and audience targeting outperformed broad, automated recommendations. Dedicated Landing Pages Convert: Clear, user-friendly pages significantly boost conversion rates. Data-Driven Iteration: Frequent campaign monitoring and quick adjustments maximized effectiveness and ROI. 7. Next Steps With the campaign’s proven success, the next phase involves: Scaling Ads: Expanding keyword sets, geographic targeting, or service offerings to reach an even broader audience. Refining Landing Pages: Further A/B testing to optimize design, copy, and CTAs. Exploring Additional Channels: Testing complementary platforms (e.g., YouTube, Display Network) while maintaining the same meticulous targeting approach.