Google Ads for a beauty salon in Switzerland: launch and optimization

Project: setting up Google Ads search advertising and analytics for the beauty salon Secret Magique in the city of Porrentruy, Switzerland.

The feature of the project is the ultra-narrow local GEO. The population of the city of Porrentruy is about 7,000 people, and even with the coverage of nearby settlements within a radius of 15 km, the potential audience remains limited (approximately 20–25 thousand people). In such conditions, it is impossible to generate a large volume of traffic, so the main task was not scalability, but maximum accuracy of advertising and effective work with limited demand.

What was done:

• local market and competitor analysis was conducted;
• semantics in French was collected;
• search campaigns were launched for the Manicure and Pedicure directions;
• geo-targeting was set up for Porrentruy and the surrounding area;
• Google Ads, Google Analytics 4, and Google Tag Manager were configured;
• tracking of key user actions was implemented:

* appointment registration;
* click on the phone number;
* route building;
* viewing important pages of the website;
• after receiving the first data, additional directions were launched:
* Sugaring;
* Facial Treatments;
• search queries were cleaned and the list of negative keywords was expanded;
• optimization of ads, account structure, and bids was carried out.

Results for the period:

• 663 impressions;
• 71 clicks;
• CTR — 10.71%;
• average cost per click — 0.45 CHF;
• advertising expenses — 32.28 CHF;
• 3 tracked conversions.

Additional user interactions:

• 25 target actions;
• 14 views of key pages;
• 7 route builds;
• 3 registrations;
• 1 direct contact.

The main difficulty of the project was working with a very limited volume of search demand. Despite the small audience size, it was possible to achieve a high CTR, set up a full-fledged analytics system, and collect quality data for further scaling of advertising campaigns.

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