Situation.
Gulf Coast recently moved into a larger, state-of-the-art facility, ready to offer an expanded range of cosmetic services and attract new clientele. However, the challenge was clear: they needed a steady influx of local clients to fill this new space.
Recognizing that simply launching a few ads wouldn’t suffice, we understood the need for a strategic approach. Our goal was to maximize every marketing dollar while driving high-quality leads. We developed a targeted media plan featuring Google Ads for each service, setting specific cost per lead goals that aligned with the profit margins. This thoughtful strategy aimed to ensure Gulf Coast could effectively draw in and retain new clients in their beautiful new setting.
Objectives.
The primary objective for Gulf Coast was to attract high-quality local clients to their newly expanded facility while keeping marketing costs efficient. Recognizing that simply running a few ads wouldn’t be enough, we crafted a strategic plan focused on generating leads aligned with each service’s profit margin.
Our Approach.
We organized a thoughtful plan and once the campaigns were up and running, we let Google’s algorithm work their magic. On our end, we got to the nitty gritty by digging deeper into the data and making strategic optimizations using Google Ads Manager. Our focus was to ensure keywords, ad copy and budget allocation were aligned to our media plan. Through keyword research and implementation, we paused underperforming keywords that generated no conversions yet received a high number of impressions. Through our ad copy, we tested variations to determine what best resonated with potential clients. We found that ads that highlighted how services made clients feel such as confidence and well-being, consistently outperformed other creatives. With this insight, we were able to reframe campaigns and rework the underperforming ad copy to a more emotional appeal that aligned with the spa treatments.
Gulf Coast trusted Pennock with budget allocations which allowed us to reallocate funds between campaigns as needed. With this trust, we were able to increase budgets to campaigns that were converting the most leads at the lowest Cost Per Lead and pause underperforming ones.
Services Provided.
To support Gulf Coast in their marketing efforts, we implemented a comprehensive suite of services designed to maximize performance and efficiency. We provided a real-time dashboard for tracking campaign performance and managed Google Ads to ensure effective optimization. Our approach included in-flight optimizations based on live data, along with strategic media planning for efficient budget management. By defining precise audience criteria and utilizing geo-targeting, we focused on reaching the spa's local market. Additionally, we created engaging ad copy and provided creative direction to deliver compelling messages that resonated with potential clients, all aimed at driving high-quality leads to their new facility.
Results & Impact
The results were coming in, we achieved a 67% reduction in the Cost Per Lead while attracting more local clients to Gulf Coast. We learned what keywords, ad copy worked to achieve strong, lasting results.
This collaboration was more than campaigns, it was a reflection of our marketing efforts to help Gulf Coast grow and thrive. We focused on smart optimizations and data-driven strategies that created a long-term impact in success. The spa now has a marketing system in place that consistently brings local clients, maximizing their true potential for their new space and services. For Gulf Coast, it's all about bringing into life their full potential in a highly competitive market.
Key Results.
🡱-67%
Decrease in CPL
+40%
Increase in average weekly conversions
+85%
Increase in Conversion Rate
