Mariia Tumenko
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Kyiv,
Ukraine
11 months 2 days back
a little busy
on the service 11 months 9 days
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401 USD Google Ads advertising setup for laser hair removal salon
Contextual Advertising
Case: Advertising for laser hair removal salon
Location: Ukraine (Kyiv)
Niche: Cosmetology / laser hair removal
Type of advertising: Google Search Ads
…
What was done
Launch and optimization strategy:
* Created branded and non-branded search campaigns.
* Divided ad groups by: districts, services, customer pains
* Initial launch — “Maximum Clicks” strategy, then — “Maximum Conversions”.
Analytics and tracking:
* Implemented GTM from scratch, as there was no tracking on the website at all.
* Set up events:
* 'Click_SignUp_Online'
* 'booked_website' (via custom dataLayer from Altegio widget)
* 'direct_call'
* 'application_for_call'
* Connected GA4 → Google Ads (imported events, goal setup).
* Integrated with BigQuery
Analysis and optimization:
* Full competitor analysis
* As soon as the desired number of conversions was reached, switched to the next strategy type to save budget
* Set tags to collect multiple audiences from the website for remarketing
* Negative keywords for major competitors’ brands, as it was found that we cannot compete with them when showing on their brand keywords
* Worked through all extensions + focused on images to overcome banner blindness
* Negative targeting on tablets — only clicks without conversions, increased focus on mobile devices, as they provided cheaper conversions compared to desktops
Advantages:
* Domination in the auction (Share of Voice):
* Impressions share — 53.54%
* Top of page — 84.64%
* First position — 41.5%
* Developed an auction report for competitor analysis.
Results
Number of conversions increased from 33 to 73
Cost per conversion decreased from 962 ₴ to 389 ₴
CTR improved from 4.43% to 9.21%
Conversion rate (CR) increased from 2.43% to 5.51%
Total expenses decreased from 31,700 ₴ to 28,400 ₴
Cost per visit (CPA) — 516 ₴ (calculated via financial model)
ROMI was +54.93% excluding LTV
Summary
* Full implementation of technical tracking from scratch.
* Integration with external Altegio widget.
* Campaign optimization step-by-step (initially clicks, then actual sign-ups).
* Lead cost reduced almost threefold — from 962 ₴ to 389 ₴.
* CR increased by 127%, CTR — more than doubled.
* Campaigns started generating real profit even without considering repeat visits.
* Achieved dominance in the auction over key competitors.
Activity
| Latest proposals 1 | Budget | Added | Deadlines | Proposal | |
|---|---|---|---|---|---|
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Audit and improvement of Google Ads advertising for the water delivery website
167 USD
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