Client: Microblading Artist Specializing in Eyebrow Microblading and Other Permanent Makeup (PMU) Services

Industry: Beauty & Personal Care

Duration: July 2024 – September 2024 (3 months)

Objective: Generate leads and inquiries for microblading and PMU services through local targeting on Google Ads and Meta Ads.

Background:
Our client, a microblading artist, came to RG Marketing Services with the goal of attracting more clients for her eyebrow microblading and other PMU services. Despite having a great local reputation, her digital presence was limited, and inquiries were inconsistent. She needed a strategy to increase local leads and ensure a steady stream of appointments.

The challenge was to effectively reach her ideal audience—local women looking for beauty enhancement services—without overspending on ads or targeting the wrong audience.

Challenges:
Limited Online Presence: The client had minimal online engagement and a lack of optimized online platforms for local search.
Broad Targeting: Previous advertising attempts were too broad, resulting in low-quality leads.
Inconsistent Inquiries: Without a strong Google My Business (GMB) presence or structured ad campaigns, local inquiries were irregular.
The Strategy:
To meet the client’s needs, RG Marketing Services developed a tailored strategy focused on Google Ads, Meta Ads, and Google My Business optimization to maximize local engagement.

1. Google Ads: Local Targeting with Intent-Driven Campaigns
We started by setting up intent-driven campaigns on Google Search, aiming to capture high-intent keywords such as “microblading eyebrows near me,” “best PMU artist in [city],” and “eyebrow tattoo services [city].” Our goal was to connect with users actively searching for microblading and PMU services.

Actions Taken:

Focused on location-specific keywords to attract local clients within a 20-mile radius.
Implemented call and message extensions to make it easy for users to contact the artist directly through the ad.
Used dynamic search ads (DSAs) to automatically target additional relevant search terms.
Ran Google Display Ads remarketing campaigns targeting those who visited the website or engaged with the GMB profile but hadn’t converted.
Result: Google Ads helped drive 60% of new inquiries, with a high conversion rate of those searching for specific PMU services.

2. Meta Ads: Enhanced Audience Targeting and Bidding Strategy
Our Meta Ads approach was refined to focus on hyper-local targeting. We wanted to ensure that ads were shown to women in the area who would be most interested in microblading and beauty services.

Actions Taken:

Created custom and lookalike audiences based on the client’s existing customer data and website visitors.
Focused on targeting users who had engaged with beauty and makeup content, particularly microblading, through Instagram and Facebook.
Ran video ad campaigns showcasing the artist’s expertise and the transformation process of eyebrow microblading.
Implemented retargeting ads for those who had engaged with the client's social media profiles but hadn’t yet booked an appointment.
Optimized ad creatives and captions using client testimonials, before-and-after photos, and time-limited offers to increase urgency and conversions.
Bidding Strategy: We applied automatic bidding to maximize results, but fine-tuned it through campaign adjustments, making use of cost caps to maintain profitability. During peak hours, we increased bidding to ensure visibility, and during slower hours, we lowered bids to maintain cost efficiency.

Result: Meta Ads generated the remaining 40% of inquiries and helped build brand awareness among a highly targeted local audience.

3. Google My Business: Optimizing for Local Discovery
Since local clients were the primary target, we also emphasized improving the client’s Google My Business listing. A well-optimized GMB profile can significantly impact local SEO and the client’s visibility on Google Search and Maps.

Actions Taken:

Optimized the GMB profile by adding relevant keywords, high-quality images of the artist’s work, and updates regarding availability and special offers.
Encouraged the client to request reviews from satisfied customers, which increased the listing’s credibility and ranking in local search.
Set up Google’s “Appointment Booking” feature directly through GMB to make it easier for potential clients to book their appointments without visiting the website.
Tracked inquiries and phone calls coming directly from the GMB listing.
Result: The optimized GMB profile saw a 30% increase in local searches, driving walk-in inquiries and direct calls from people within the service area.

Results: 4X Return on Ad Spend in 3 Months
By using a combination of highly-targeted Google Ads and Meta Ads, along with optimizing the client's Google My Business profile, RG Marketing Services was able to deliver impressive results:

4X Return on Ad Spend (ROAS): In three months, we generated four times the amount spent on ads through new leads and booked appointments.
50+ Leads Per Month: The client received a steady stream of quality leads, averaging 50+ inquiries per month, up from the inconsistent traffic before the campaign.
Increased Brand Awareness: Our social media campaigns helped establish the client as a trusted, local expert in microblading and PMU services, boosting both online and in-person bookings.
Improved GMB Engagement: Local search impressions and interactions through Google My Business surged, creating more walk-in traffic and phone inquiries.
Conclusion:
By aligning digital advertising strategies with local search and intent-based marketing, we helped this microblading artist achieve a consistent and profitable influx of new clients. With 4X ROAS, a higher volume of quality leads, and an enhanced online presence, the client now enjoys a stronger reputation and steady business growth.

At RG Marketing Services, we specialize in helping beauty professionals like our client maximize their visibility and grow their customer base through effective ad management and local SEO strategies.