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Evelinda Beauty

Driving 268 Bookings for a Permanent Makeup Studio in Zurich With Google Ads

268

Conversions

39

Phone Calls

CHF 27.28

Cost per Conversion

The Client

Evelinda Beauty is a beauty salon and permanent makeup (PMU) studio based in Zurich, Switzerland, specializing in microblading, permanent eyeliner, lip blushing, and eyebrow permanent makeup. The client wanted to grow online bookings by reaching women in Zurich actively searching for high-intent permanent makeup services.

With a modest daily budget of CHF 25/day (~CHF 750/month), the goal was clear: capture genuine, high-intent local demand and convert it into booked appointments — without wasting spend on broad, low-quality traffic.

The Challenge

  • A limited daily budget meant every franc had to be spent on the highest-intent searches only
  • The PMU/beauty space in Zurich is competitive, with generic beauty searches easily eating into budget without producing bookings
  • The client needed accurate conversion tracking to measure real online bookings, not just website visits
  • Campaigns needed a female-focused, high-intent targeting strategy built around specific PMU services (microblading, lip blush, permanent eyeliner, eyebrow PMU) rather than broad beauty terms

Campaign Strategy

Campaign Setup

  • Search + Performance Max campaign structure
  • Full Google Ads account setup
  • Female audience targeting with strong emphasis on high-intent PMU searches

High-Intent Keyword Focus

Campaigns were built around specific, high-intent search terms rather than broad beauty keywords, including:

  • “permanent makeup microblading”
  • “permanent make-up Zurich”
  • “permanent eyeliner near me”
  • “microblading makeup”
  • “pmu permanent makeup”
  • “lip blushing near me”
  • “microblading near me”
  • “lip liner permanent makeup”
  • “lip blush permanent makeup”
  • “eyebrow permanent makeup”
  • “permanent lip liner near me”
  • “permanent makeup near me”
  • “eyebrow permanent makeup near me”
  • “eyebrows microblading”
  • “permanent makeup eyeliner”

Strategy: Capture high-intent demand for permanent makeup services — including microblading, eyeliner, eyebrow, and lip blush searches — while continuously filtering out irrelevant traffic and optimizing toward online bookings.

Tracking Foundation

  • GA4 + Google Tag Manager (GTM) conversion tracking setup
  • Enhanced Conversions configured
  • Online booking actions measured accurately from day one

Ongoing Optimization

  • Weekly search-term reviews and negative keyword management
  • Bid and budget adjustments
  • High-intent keyword refinement
  • Ad copy creation and testing
  • Search and Performance Max optimization based on booking quality and efficiency
  • Performance evaluated using conversion rate, cost per conversion, and booking volume

The Results

Campaign-Level Results

Evelinda Beauty Search Campaign

125 Conversions | 25 Phone Calls | 3,421 Clicks | 3.65% Conv. Rate | CHF 32.47 Cost/Conv.

Evelinda Beauty Performance Max Campaign

119 Conversions | 7 Phone Calls | 6,715 Clicks | 1.77% Conv. Rate | CHF 28.62 Cost/Conv.

EM Shape X Performance Max Campaign

14 Conversions | 2 Phone Calls | 784 Clicks | 1.54% Conv. Rate | CHF 16.45 Cost/Conv.

EM Shape X Search Campaign

10 Conversions | 5 Phone Calls | 413 Clicks | 2.42% Conv. Rate | CHF 89.23 Cost/Conv.

Key Result

268 conversions and 39 phone calls were recorded over the campaign period, with a 2.17% conversion rate and CHF 27.28 average cost per conversion — all delivered on a controlled daily budget of CHF 25.

Why the Campaign Succeeded

  • A tightly focused Search + Performance Max structure built around real PMU search intent
  • Accurate GA4 + GTM tracking with Enhanced Conversions from the start
  • Continuous negative keyword filtering to protect a limited budget
  • Female-focused audience targeting aligned with the client’s ideal customer
  • Ongoing bid and budget optimization based on booking quality, not just clicks

Key Takeaways

Even on a modest CHF 25/day budget, a tightly focused keyword strategy combined with accurate conversion tracking and continuous optimization can generate consistent, high-quality bookings for a local beauty business. This account shows that success in a competitive niche like permanent makeup comes from precision targeting — not from spending more, but from spending smarter.

Core Services Delivered

Google Ads Strategy • Search Campaign Setup • Performance Max Campaign Setup • Keyword Research • GA4 & GTM Conversion Tracking • Enhanced Conversions • Negative Keyword Management • Search-Term Optimization • Bid & Budget Optimization • Ad Copy Creation & Testing • Audience Targeting • Performance Monitoring • Ongoing Campaign Management

This case study is a strong example for beauty salons, permanent makeup studios, med spas, aesthetic clinics, and other appointment-based local service businesses looking to generate consistent, qualified bookings through Google Ads on a controlled budget.

We started with a small budget and honestly didn’t expect much, but within a couple of months our booking calendar started filling up with real clients — not just clicks. Rafayet took the time to understand our services and targeted exactly the right people searching for permanent makeup in Zurich. Couldn’t be happier with how it’s going.

Evelinda

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