From analytics to conversions: a case study of a systematic approach to advertising for a tattoo studio
About client
Tattoo studio in Antwerp, Belgium
What was the task?
1. Increase the number of enquiries for appointments with tattoo artists.
2. Reduce the cost per lead to < €50.
A strategy for improving advertising effectiveness without changing the budget
Optimisation of advertising channels with a focus on conversions and cost control.
What was done?
1. Two separate search campaigns have been launched on Google Ads targeting Antwerp and the surrounding regions to enable more effective budget control.
2. Information on the cost per session has been added, and headlines in search campaign adverts have been optimised to improve click quality.
3. Campaigns targeting website traffic and messages on Meta have been paused.
4. New advertising banners and videos have been created to launch conversion campaigns on Meta.
Growth in key performance indicators thanks to comprehensive optimisation.
Rapid adaptation to achieve results
The launch of the new campaigns was accompanied by performance monitoring and analysis of user behaviour on the website.
Key changes:
1. Once the Google Ads account had gathered sufficient information about conversions and the audience, a decision was made to launch a PMax campaign to increase the number of leads.
2. A thorough analysis of user behaviour on the website helped to identify weaknesses on the landing page. We advised the client to make significant improvements to the ‘Gallery’ section, the session booking form and the section containing information about the tattoo studio.
Project gallery
Conclusion
Detailed campaign optimisation, analysis of user behaviour on the website and refinements to key elements of the landing page ensured steady growth in leads and a high return on advertising investment.
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