Case: Love Machine
Increasing Conversions and Attracting New Clients
Irrelevant keywords: the campaigns included queries unrelated to tattoos, such as “cat,” “head,” “god,” “Disney,” and “design.” Lack of optimization: negative keywords were not added, micro- and macro-conversions were not set up, and the campaigns were not optimized over time. As a result, the budget was spent inefficiently, and potential clients did not reach the studio.
Previously, they collaborated with Brazilian specialists in contextual advertising, but the results did not meet expectations: High cost per click: over $1 for each ad click. Low conversion rate: only 1.5% of website visitors submitted a request.
Our Approach
We decided to conduct comprehensive work on optimizing advertising campaigns and improving the website.
Expanding Geographical Reach
Customer behavior analysis: we found that many are willing to travel long distances for a quality tattoo. We expanded the advertising display radius for studios with experienced artists. Local targeting for "street tattoos": we focused on the audience located near the studio to attract clients who want to get a tattoo spontaneously.
Website Improvement
Simplifying the application form: we reduced the number of fields in the form, leaving only the most necessary ones. We removed questions that the administrator could answer during personal communication with the client. This simplified the filling process and increased the number of applications by 30%. Adding information about artists and tattoo styles: we added detailed profiles of tattoo artists and examples of their work to the website. This increased trust in the studio and visitor interest. Implementation of a WhatsApp chat widget: we added a button for quick access to the WhatsApp chat — the most popular messenger among our clients. This improved communication and boosted conversions by 45%.
Conversion Tracking Setup
Implementation of micro- and macro-conversions: we began tracking not only form submissions but also clicks on the phone number, page scroll depth, and visits to the contact page. This helped us better understand user behavior on the site. Use of Microsoft Clarity: we integrated this tool to analyze visitor behavior on the website, which allowed us to identify problem areas and improve the user experience.
Optimization of Advertising Campaigns
Creating a new structure: we divided the campaigns into two directions — for large artistic tattoos with experienced artists and for quick "street tattoos." This allowed us to more accurately target the advertising to the right audience. Keyword review: removed irrelevant queries and added negative keywords to exclude unnecessary search results. Selection of new keywords: added relevant and popular queries used by potential clients when searching for tattoo services. Launch of Performance Max: we implemented Google Ads' new tool for automatic campaign optimization and expanding reach.
Future Plans
We continue to collaborate with Love Machine Tattoo and plan the following steps:
Implementation of a CRM system: for efficient management of applications and the client base.
Development of Content Marketing: creating valuable materials about tattoo culture, tattoo care tips, and artist stories.
Active Presence on Social Media: regular content updates on Instagram and Facebook to increase audience engagement.
Testing New Advertising Channels: exploring opportunities on other platforms to attract clients.
Results in Numbers
30% Increase in Applications: the simplified form and additional information on the website encouraged more visitors to reach out to the studio.
45% Increase in Conversions via WhatsApp: the convenient chat made clients more likely to seek consultations and book sessions.
Reduced Cost Per Click: keyword optimization and the addition of negative keywords lowered expenses on non-target clicks.
Increased Overall Advertising Efficiency: setting up micro- and macro-conversions allowed us to better understand user behavior and optimize campaigns for improved results.
