Mobile massage | Google Ads Setup & Management / US
This case study outlines the promotion of a mobile massage service, Molfars.us, in Las Vegas using Google Ads. The primary objective was to generate leads for various massage types, including Swedish, Deep Tissue, Prenatal, and others, delivered to homes, hotels, and offices.
Tasks
- To generate a stable flow of leads (phone calls, form submissions, etc.).
- To achieve a target Cost Per Lead (CPL) of approximately $50.61.
- To test and optimize ad campaigns to improve key performance indicators.
- To expand reach within the target geography by refining keywords and audience segmentation.
As a result, phrase lists totaling 14,763 queries were obtained for the region where the advertising campaign was conducted:
What we did
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- Campaign Setup: Launched Search and Display (GDN) campaigns on Google Ads targeting 311 relevant keywords.
- Keyword & Audience Management: Conducted a comprehensive analysis to select the most relevant keywords (e.g., «massage near me,» «mobile massage las vegas»). A broad list of negative keywords was compiled to exclude irrelevant traffic. Geo-targeting was refined by excluding neighboring states like California, Arizona, and Utah.
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- Ad Copy & Creative A/B Testing: Continuously tested ad copy by unpinning headlines and descriptions, adding prices to ad titles, and creating compelling ad extensions like sitelinks with descriptions.
Search:
GDN:
Remarketing:
- Bid & Budget Optimization: Implemented bid adjustments based on device (desktops, tablets), age demographics (35-54), and keyword performance. The Display network campaign (GDN) was eventually disabled due to inefficiency. Tested the «Maximize Conversions» bid strategy.
Results (Period: 2023-03-30 — 2023-06-22)
The results below are aggregated from three reporting periods: 2023-03-30 to 2023-04-13, 2023-04-13 to 2023-05-31, and 2023-06-08 to 2023-06-22.
- Total Leads: 28
- Total Budget: $1,610
- Average CPL: $57.50
- Average CTR: 11.39%
- Average CR: 2.94%
Platforms
- Google Ads
- Search Campaigns Outperformed Display: The Paid Search campaigns were the primary source of all leads, generating 28 conversions in total across the periods. The Display (GDN) campaigns generated no leads and were consequently disabled.
- A/B Testing Drove Performance: A test conducted from June 8 to June 22, 2023, proved more effective than the previous period (April 13 to May 31, 2023), resulting in a 300% increase in conversions (from 2 to 8 leads) and a 13.43% reduction in CPC.
- Specific Keywords and Ad Copy Were Crucial: Focusing on keywords with local and mobile intent (e.g., «near me,» «in-home,» «in-hotel») was a key part of the strategy. Adding specific details like pricing and certifications to ad copy also featured in the optimization plan.
