Straight From Experts: How to Optimize Google Ads for Your Cosmetic Services for More Qualified Leads

Jul 27, 2023

Expert Advice

Straight From Experts: How to Optimize Google Ads for Your Cosmetic Services for More Qualified Leads

In the vast world of online advertising, Google Ads has become a go-to tool for reaching potential customers and growing any cosmetic services business. It promised a treasure trove of qualified leads, but optimizing Google Ads campaign would be a challenging puzzle to solve Especially when it comes to cosmetic services.

Since Google’s guideline is quite tricky when it comes to running ads for cosmetic services.

As a marketer in the Healthcare industry, I've encountered the complexities that lie beneath this digital platform's promising surface. It left me feeling a bit perplexed, to say the least.

But don’t worry. I sought the guidance of seasoned Google Ads experts who have already treated this path. They shared their valuable insights, revealing the unique challenges and strategies they use to stand out in this fiercely competitive landscape.

To help you optimize your Google ads campaign for cosmetic services, we've gathered five valuable tips from PPC experts, including a Co-Founder and a Senior Digital Marketing Executive. From geotargeting and clustering keywords to aligning targeted specific keywords and locations, these experts share their insights on how to generate more qualified leads for your business.

  • Geotarget and Cluster Keywords
  • Focus On Transactional Keywords
  • Manual Bidding and Negative Keywords
  • Refine Keyword Settings for Quality
  • Target-Specific Keywords and Locations
  • Reap the power of showing Ads on Google Maps

Reap the power of showing Ads on Google Maps

The most common approach is keyword targeting and then directing users to the landing page. However, based on my experience with our cosmetic clients, GBP ads work as a direct lead stream (phone calls) at a much lower cost per click.

This strategy is not new, but you simply need to create a smart campaign in Google Ads and instead of sending users to the landing page, direct them to your Google Business Profile page. Implementing this ensures that anyone searching for your targeted services or search phrases will see your business' ads on Google Maps, either in local snack packs or directly on Maps.

For improved tracking, you can use a call tracking number to gather caller details in one place.

Nayan Prakash, PPC Manager, HealthcareDMS

Geotarget, Cluster Keywords, Improve Pages

It's hard to give just one tip on how you can optimize your Google Ads campaign for cosmetic services for more qualified leads. Here are two useful tips:

1. Make sure you are only targeting users within a geographical distance from the practice that they would likely travel for the service. 

2. Cluster your target keywords into logical ad groups. e.g. combine all of your “facelift” type keywords into one ad group. 

Sam Jacobs, Co-founder, GrowRoom

Focus On Transactional Keywords

One tip for optimizing your Google Ads campaign for cosmetic services to attract more qualified leads is to focus on transactional keywords. These are search terms that show a strong intent to purchase or book a service. For cosmetic services, phrases like “book cosmetic consultation,” “'best cosmetic clinic near me,” or “purchase skincare products online” can be effective. By targeting these intent-rich keywords, you're likely to attract users who are ready to take action, leading to higher conversion rates and more qualified leads.

Jaya Iyer, Marketing Assistant, Teranga Digital Marketing

Manual Bidding and Negative Keywords

One way to optimize your Google Ads campaigns to get more qualified leads is to use manual bidding and use negative keywords to filter out searches that are not as relevant to your business. 

With cosmetic services, there will be several search terms that will not convert into qualified leads, and understanding these and adding them to your negative keyword lists will help you avoid wasting money on low-intent clicks. 

Manual bids also allow you to find your highest converting keywords and increase the bids on them to enhance your campaign performance.

Joe Karasin, CMO, Karasin PPC

Refine Keyword Settings for Quality

When running Google Ads, the actual power comes from taking the reins of your keywords. In the expansive world of Google advertising, it's easy to lose control, especially with broad-match keywords that can burn through your ad budget without attracting potential buyers.

So, here's a golden nugget from my experience: shift your keyword settings to phrase match, or sometimes, even exact match. While exact match may seem like it's reducing traffic, it's quality over quantity you're aiming for.

This hands-on approach with your keywords opens up opportunities to attract the right audience—those genuinely interested in your services. By continually tweaking—adding and removing keywords—you can further refine your audience. Just remember, the secret sauce is in the correct keyword settings!

Rafael Sarim Özdemir, Founder and CEO, Zendog Labs

Target-Specific Keywords and Locations

One tip to optimize your Google Ads campaign for cosmetic services and generate more qualified leads is to focus on targeting specific keywords related to specific procedures or treatments within the cosmetic services category.

By targeting specific keywords that potential customers are likely to use when searching for cosmetic services, you can increase the relevance of your ads and attract more qualified leads. It's beneficial to incorporate location-based keywords if you're targeting a specific geographic area.

Identify keywords that are generating the most qualified leads and have a higher conversion rate. Allocate more budget to those high-performing keywords and optimize your ad copy.

In summary, focusing on specific, relevant keywords, incorporating location-based targeting, and continuous monitoring and optimizing your campaign based on performance data will help optimize your Google Ads campaign for cosmetic services and generate more qualified leads.

Vipul Gupta, Senior Digital Marketing Executive, Taazaa Inc