Read this case study to know how Decorus Salon achieved 1500% Return on Investment through Google Ads Campaign?
A Quick Glance:
Brand: Decorus Salon
Industry: Fashion
Tool Employed: Google Ads
Outcome: 1500% ROI
Business Type: B2C
The Brand & the Story
Decous Salon was launched in April 2017 when its co-founder Daniel Burns decided to pursue his dream of running his own business. Daniel teamed up with a friend and the duo decided to start a hair salon and very soon they could find a location that was perfect to open their first store.
As one of his initial objectives, Daniel wanted to hire a team of professionals to run the creative side of business and that by freeing up his time he could pay more attention to the brand and could manage the accounts.
Decorus Salon could very soon expand its range of services and could offer anything from a dry cut & colours, to hair repair, colour correction and re-styles.
Now, as his another prevailing goal, Daniel wanted to show his potential customers about how and why they were better than other salons and that he wanted to encourage more and more customers to either call up or directly make a visit. For which they turned to Google Ads for driving sales through online advertising and could finally achieve a 1500% return on investment through their Google Ads campaign.
The objective
- Employ online advertising to drive more and new business through a more synchronized and calculated approach
- Generate awareness among potential clients about how and why they are better convincing the clients to book appointment
- Open two more salons within a 20-mile radius and grow the team
Other than the main objective of driving sales through online advertising, Daniel also wanted to generate awareness about his services among potential customers as to how and why his services are better than that of other salons compelling the clients to book appointment with Decorus.
As longer-term goal, Daniel also wanted to launch two more branches of his salon within a 20-mile radius and grow the team.
“In the long-term, we want to open two more salons and grow the team, so this was another driving force behind the campaign.” – Daniel Burns, Founder and CEO, Decorus Salon
The Journey with Google Ads
- Started with creating a Google Ads campaign with a budget of just £10 per day
- Presented ads with a click-to-call option for customers to book appointments immediately
- Employed Google Ads’ reporting tool for monitoring call duration and tracking clicks & calls to actual bookings
During the initial days of launching the salon, Daniel and his team could generate new business through the list of contacts they had and through the word of mouth marketing. However, very soon they could realize that they need an adverting solution to expand the business and found a more coordinated marketing approach through Google Ads to be the answer for their question.
Step#1: Pay-per-click Google Ads campaign
The Decorus marketing team created a pay-per-click Google Ads campaign with a budget of just £10 per day.
“On most days, we spend much less than that,” says Daniel “and we generate more revenue than we spend.”
Step#2: Click-to-call option
The team employed click-to-call button in their ads for compelling the customers to book appointments immediately
“A lot of clients want things right here and now, so being on Google gets us in front of the people ready to make an appointment immediately,” says Daniel.
Step#3: Keyword searches
The results started showing after a few days and the Decorus salon was found by keyword searches through it made Daniel a bit worried in the initial days when he couldn’t see a return however that soon changed.
“We’ve been surprised to see it worked better than we thought. Being found by keyword searches puts us on the frontline, and that’s essential.”
Multiplying the sales
Even a budget of £10 a day had started bringing more & more footfalls and phone enquiries for Decorus Salon. Through their Google Ads campaign, they could also build their client base and increase repeat visits for their business.
According to Daniel, he could also see the benefits behind the scenes and that he could save more time that he spent on his back office work of promoting and improving his business.
“Google Ads has freed up my time in the back office to work on other promotions and improvements within the business.”
The team are also using Google Ads’ reporting tools to monitor call duration and track clicks and calls to actual bookings.
“Without Google, our growth definitely wouldn’t have been as rapid and we’d be months behind where we are now,” concludes Daniel.
Campaign Highlights:
- 75% increase in calls to the business
- 45% more appointments booked
- 1500% return on investment (ROI) from the campaign
Words by Daniel Burns, founder and CEO, Decorus Salon
“Thanks to Google Ads, we’re now visible to everyone. Our footfall has increased and clients can easily call us after finding us on the web. We couldn’t be happier, and we’re excited about achieving our growth plans.”
Source: Google