Those in the beauty industry of hair, nails, lashes, microblading, etc have more competition in getting their brands out there. That is why it is important to have a marketing strategy, a strong brand identity, and a user-friendly professional website.

Pay-Per-Click (PPC) advertising has been one of the best ways to drive new customers to your business because you can run search engine ads when people browse for a business similar to yours. PPC promotions are paid ads that appear above the organic search results page.

You can ultimately drive more phone calls and appointments to your business. For example, if you make use of paid search advertisements, you can set your ad to reveal when someone searches for queries similar to “hair colorist/lash specialist / xyz near me”.

paid ads versus organic search

What goes into PPC Management for your business?

Extensive keyword research

The beauty category is extremely competitive, which has caused cost-per-click (CPC) rates to go quite high. You’re competing with so many salons in the area! That’s why it’s important to list best-performing keywords. For example, you could use “lash extensions dc” if you’re a Lash Specialist based in Washington D.C. versus something generic like “lashes”. Avoid using terms or words that are too general. Put yourself in your customers’ shoes. If they are searching for a product or service like yours, which words and phrases would they type when they search for you?

Targeting location 

If a customer is searching for your studio within a 20-25 mile radius, your business can show up on the search results page. 

Ad copywriting and graphics

Your ad needs catchy text and/or graphics to compete with several other ads. Sometimes there is A/B testing involved to see which copy works better to encourage new customers to book an appointment or call your business.


Once you launch your campaign, it’s going to be a matter of continual monitoring. There’s no guarantee of great results each time. Some keywords won’t gain traction or you won’t receive any good leads. That is why it is essential to track which keywords are working well and which to remove as “negative” keywords.

Conversion Goal

In the end, what counts as your conversion? Your campaign goal? Is it to measure how many people clicked your website? How many people called you directly? Measure the performance of your campaign and determine its success or what has to be done to exceed your expectations.

If done right, this is an excellent opportunity to build brand awareness and new customers. If this is what you’re looking for, contact us for more details.