🏢 Client Overview
Mosaic Hair Co. is a boutique hair salon located in Lake Orion, Michigan, specializing in premium hair styling and coloring services. While the salon had an established presence in the community, it needed a more effective way to attract consistent online bookings and phone inquiries through Google Ads.
🎯 Objective
The salon’s primary marketing goals were:
- Increase calls and online “Book Now” appointments.
- Improve conversion efficiency by lowering the cost per lead.
- Strengthen local visibility for Lake Orion and surrounding areas.
📈 Strategy & Approach
We launched and optimized two targeted Search campaigns:
- Hair Salon Lumifi – Focused on salon-related high-intent search terms (coloring, cuts, balayage, etc.).
- Lake Orion Hair Salon – Designed to capture local intent for people searching specifically for hair salons in Lake Orion.
Key optimizations included:
- Keyword Refinement – Cut out low-quality, broad terms and doubled down on high-intent searches that drove actual bookings.
- Ad Copy Overhaul – Rewrote ads to highlight “Boutique Salon Experience,” “Expert Stylists,” and added stronger CTAs like “Call Now” and “Book Online Today.”
- Conversion Tracking – Ensured tracking for both phone calls and Book Now form fills, allowing us to measure true ROI.
- Bid Strategy Updates – Shifted bidding towards maximizing conversions while controlling cost per click.
- Geo & Device Adjustments – Increased bids in the Lake Orion radius and for mobile users where calls were most common.
📊 Results
We compared campaign performance between March 2025 (before optimization) and August 2025 (after optimization).
March 2025 (Before Optimization)
- Clicks: 621
- Impressions: 19,889
- Conversions: 10
- Conversion Rate: 1.61%
- Cost per Conversion: $29.34
August 2025 (After Optimization)
- Clicks: 415
- Impressions: 21,507
- Conversions: 81
- Conversion Rate: 19.52%
- Cost per Conversion: $6.87
🚀 Key Improvements
- Conversions Skyrocketed – From 10 → 81 (over 8x increase).
- Cost per Lead Dropped by 77% – From $29.34 → $6.87.
- Conversion Rate Improved 12x – From 1.61% → 19.52%, showing far better audience targeting and ad relevance.
- High-Value Campaign Growth – “Hair Salon Lumifi” campaign achieved a 29% conversion rate, making it one of the strongest performers across all salon accounts.
💡 Client Impact
Mosaic Hair Co. went from struggling with low lead volume and high costs to enjoying consistent daily phone calls and online bookings at a fraction of the previous cost. With over 8x the leads and a 77% cheaper acquisition cost, Google Ads became a reliable growth engine for their boutique salon.
✅ Conclusion
Through refined keyword targeting, compelling ad copy, and advanced optimization strategies, we transformed Mosaic Hair Co.’s Google Ads campaigns from $29 per lead to just $6 per lead. The salon now receives a steady flow of new customers while spending more efficiently than ever before.
