Boost Your facial & massage business: Google Ads Success Case Study
349 bookings in 15 months for a massage day spa
This massage and facial day spa wanted to launch Google Ads for the first time. With a website that needed significant improvements to user experience and conversion design, results depended on careful campaign structuring, precise targeting, and clear communication with the client about how digital ads and website optimisation work together.
20K+ clicks
More than 20K total clicks in 15 months
$1.38 CPC
significantly dropped cost per click to $1.38
349 bookings
349 leads converted in 15 months of Google Ads
website UX
significantly improved website user experience
about the day spa
This day spa offers a wide range of services including massage therapy, pregnancy massage, and facials across multiple locations, catering to a diverse client base seeking relaxation and wellbeing.
The owners had never run Google Ads before but were eager to explore the platform as a way to drive more appointment bookings and attract new customers quickly.
While motivated to advertise, the owners also faced challenges: the website served two businesses, required too many clicks to navigate, and service pages lacked the design and content needed to convert effectively.
The problem
When we first reviewed the account, all services (including massage, facials, competitor terms, and brand keywords) were lumped together in one campaign.
Ads referenced only one service, making them mismatched to searches. Website loading times were extremely slow, adding to conversion challenges.
Broad match keywords dominated targeting, competitor and brand keywords were mixed in unnecessarily, and there were almost no negative keyword lists in place.
With marketing objectives set only to “Website Traffic” and no audiences added, the account was driving irrelevant clicks instead of quality leads.
Combined with a weak website, this setup meant wasted ad spend and minimal chance of conversions.
what Bel. Digital found
- Broad, competitor, brand, and multiple services all mixed into one campaign
- Ads mismatched to services and keywords
- Website slow to load with poor UX and CRO
- Service pages requiring too many clicks and lacking content
- Display and Search networks both turned on
- Ad rotation not set to rotate indefinitely
- Overuse of broad match keywords
- Competitor and brand keywords incorrectly added
- Only three negative keywords in total, no lists created
- No location exclusions or audiences applied
- Call assets displaying a different number than the website
geo targeting
Excluded overseas traffic and applied specific location targeting to focus spend only where the spa operates.
website improvements
Advised reducing image sizes, improving service page content, and simplifying booking steps to boost conversion rates.
keyword focus
Paused irrelevant and broad keywords, keeping only massage-related terms with phrase match for tighter, higher-quality targeting.
conversion tracking
Reviewed and fixed tracking to capture accurate bookings, allowing optimisation based on real conversions.
new campaigns
Built fresh campaigns for massage and pregnancy massage, ensuring ads matched search intent and service offerings.
negative keywords
Introduced competitor, industry, and overseas negative keyword lists to cut wasted spend and improve lead quality.
our solution
We rebuilt the account by pausing all irrelevant keywords and ads, focusing solely on massage therapy services. A dedicated pregnancy massage campaign was launched using adapted ad copy, ensuring precision in targeting.
New campaigns were created with detailed keyword research, phrase match targeting, and specific audiences applied. Competitor, industry, and overseas negative keyword lists were introduced to cut wasted spend, with regular search term audits and n-gram reviews ensuring exclusions stayed updated.
Ad assets were rebuilt comprehensively, including callouts, sitelinks, and structured snippets.
Conversion tracking was reviewed and fixed, while geo-targeting was refined to focus only on the spa’s service areas. Automated Google additions were removed, manual adjustments made to bidding and ad settings, and consistent checks were applied to maintain control over performance.
Outside the ad account, we also advised the owners on key website improvements. Recommendations included reducing image and video file sizes to speed up load times, strengthening service page content, and reducing unnecessary clicks in the booking process.
Importantly, we educated the client on Google Ads and GA4 so they could make informed decisions and understand how campaigns tie into the broader digital marketing ecosystem.
results
Over the 15-month management period, the day spa generated a total of 349 conversions from 20,100 clicks, with an average CPC of $1.38 from a total ad spend of $27,800.
The campaigns consistently supported therapist occupancy goals while driving steady enquiry flow across massage and facial services.
The owners also implemented our CRO and UX recommendations, reinforcing the importance of a fast, persuasive, and user-friendly website working alongside Google Ads campaigns.
Without a strong conversion pathway, even the best advertising strategy can fall short.
One of the biggest wins from this campaign was the combination of conversion-focused advertising and strategic website improvements.
Bel. Digital is proud to have helped increase the business’s revenue while providing ongoing conversion optimisation advice that strengthened the entire digital ecosystem.
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