Boost Your massage day spa Business: Google Ads Success Case Study
1130 leads generated in 3 months!
This Queensland & NSW pregnancy-focused massage day spa business is working to fill their appointment books before hiring new staff and expanding into new locations, and we are here to help them. The highest priorities for this company is to get great results and work with a female Google Ads Consultant who understands their business. We have them covered.
204% ROI
In 3 months of Google Ads management
$162,858
Gross Revenue from 3 months of Google Ads
1130 Leads
1130 Lead generated in 3 months of Google Ads
6.35% Conv
6.35% of people who clicked converted
about the massage day spa
This female-focused day spa specialises in pregnancy massage and women’s wellness services. With three locations across QLD and NSW, the business offers in-person appointments and sells gift vouchers online.
While their services are highly sought-after, the business faced significant challenges with Google Ads. Their previous consultant struggled to understand the sensitivities of the industry and made small but critical mistakes, such as using US spelling (“Mom” instead of “Mum”) in ad copy.
In an industry where attention to detail matters, this created a disconnect with their audience.
The problem
The spa faced strong competition, with affiliates and gifting businesses actively bidding on their brand name.
At the same time, campaigns were poorly structured, with overlapping ad groups, broad irrelevant keywords, and weak ad copy that failed to convert.
Conversion tracking was unreliable, with missed form submissions and a reliance on GA4 imports that were incomplete.
Several campaigns lacked essential assets such as callouts, sitelinks, and structured snippets, while automated Google settings and a poorly chosen bidding strategy inflated costs.
Pricing extensions were outdated, Sydney campaigns were unnecessarily split, and no competitor or industry negative keyword lists were in place, resulting in wasted budget on DIY searches, competitors, and irrelevant services.
what Bel. Digital found
- Overuse of broad, generalised keywords that wasted money
- Competing ad groups with overlapping search terms
- Brand keywords spread across multiple campaigns instead of in a dedicated brand campaign
- Sydney campaigns separated despite shared audiences
- Weak ad copy with poor capitalisation and low CTR
- Missing conversion tracking for forms and quotes
- Incorrect bidding strategy driving up costs
- No competitor, industry, or overseas negative keyword lists
- Weak ad strength with too few headlines and descriptions
- Outdated service pricing in ad extensions
- Search network turned on unnecessarily, further diluting spend
brand campaign
A dedicated brand campaign was launched to protect search visibility and stop competitors from capturing branded traffic.
ad copy refresh
Responsive ads were rewritten with correct Australian spelling, stronger headlines, and complete ad assets for higher CTR.
keyword precision
Broad keywords were replaced with phrase and exact matches, supported by negative keyword lists to eliminate wasted spend.
conversion tracking
Form submissions and enhanced conversions were rebuilt into tracking, giving accurate performance data for optimisation.
campaign structure
Overlapping ad groups were merged, automated settings were turned off, and manual CPC bidding brought tighter budget control.
seasonal strategy
A Performance Max campaign was launched ahead of Mother’s Day to push voucher sales while maintaining steady bookings.
our solution
We rebuilt the account from the ground up, starting with a dedicated brand campaign to protect valuable search space from competitors. Broad keywords were replaced with phrase and exact match terms, supported by competitor, industry, and overseas negative keyword lists to eliminate wasted spend.
Ad copy was rewritten using correct Australian spelling and audience-sensitive language. New responsive ads with expanded headlines and descriptions were launched, supported by updated price extensions, callouts, sitelinks, and structured snippets. Conversion tracking was also rebuilt to capture every lead and provide accurate performance data.
Campaign structures were simplified by merging overlapping prenatal and pregnancy ad groups. Automated Google features such as search network and ad assets were turned off, while manual CPC bidding and tighter geo-targeting gave greater control over spend.
Finally, we introduced seasonal strategies to maximise peak demand. A Performance Max campaign was launched ahead of Mother’s Day to boost voucher sales, while appointment campaigns were strengthened for steady growth. Throughout the process, we worked closely with the client to understand their business and provided education on Google Ads and GA4 so they could make informed decisions.
results
In just the first three months (1 May 2024 – 31 July 2025), this pregnancy day spa spent $18,527 on Google Ads, generating 1,130 leads at an average cost of $16.44 per lead. Conversion rates averaged 6.35% across campaigns.
The timing was critical, as Mother’s Day represents the spa’s peak sales period. With the account cleaned and optimised before the rush, results exceeded expectations:
$162,858 in sales from appointments.
$93,240 in sales from gift vouchers.
A combined net profit of $50,573.
A return on investment of 2.04x.
The business now has a clean, scalable account structure, ongoing negative keyword management, and a seasonal campaign strategy to ensure year-round growth while capitalising on their busiest sales periods.
We are excited to see what the next 3 months will look like for this company.
Ready to come up with a plan of attack?
