🧠 The Challenge:

KOSMOS, a chain of beauty salons, approached me with two key goals:

1. Generate a steady flow of high-quality bookings, aiming for a fully booked schedule.
2. Cut advertising costs by at least 30% without compromising booking volume.

At the time, their Google Ads performance looked like this:

• Conversion Rate: 14.33%
• Cost per Conversion: 904 RUB
• CTR: 4.96%
• Avg. CPC: 130 RUB

My Role:

I was responsible for strategic planning, full-funnel Google Ads optimization, and performance analysis.
This included:

• Audit and complete restructuring of the account
• Campaign segmentation by service type
• Keyword and negative keyword optimization
• Ad copywriting + A/B testing creatives
• Implementation of ad extensions and responsive search ads
• Launching remarketing campaigns
• Custom bid strategies based on service profitability

🚀 The Strategy

I split campaigns by intent and service categories (haircuts, skincare, body correction, etc.), focused on high-performing search terms, and refined targeting to eliminate wasted spend.
The ads were rewritten to highlight key selling points of the salons, and I implemented smart bidding tailored to specific conversion goals.


📊 Key Results:

Within the first month of optimization:

• 🔼 Conversion rate increased by 25%
• 🔻 Cost per conversion dropped by 58%
• 🔼 CTR improved by 17%
• 🔻 Avg. CPC reduced by 48%

We hit the goal of fully booked salons while cutting ad costs significantly.

🧠 Takeaways

• Campaign structure matters — separating by service types helped prioritize budget allocation.
• Cost cuts don’t have to mean fewer results — just smarter targeting.
• A/B testing and real data > assumptions every time.
• When your ads speak to your audience’s needs, everything gets easier.