How We Helped Valhalla Tattoo Studio Cut Cost Per Conversion By 55% While Increasing Revenue By 27%

Phase 1: Google Search Ads

• Set up conversion tracking for all touchpoints and Google Analytics 4

• Launched high-intent, tightly structured keyword campaigns targeting prospective searchers in their geo-catchment area
  • Campaigns were structured based on general tattoo studio related terms, as well as each of the main types of tattoos on offer. This segmented structure enabled us to create highly relevant ads, with tightly clustered keywords and a relevant landing page, resulting in higher quality scores and lower cost per clicks. Negative keywords were used to funnel traffic to the relevant ad groups and prevent cannibalisation and competing ad groups.
  • We learned that ads were still showing in areas outside their target geographical location, despite setting the campaigns to target only specific areas. We added location exclusions to ensure geo-targeting was as tight as possible and this worked to ensure ads were only shown to prospects located in the areas we wanted to target.

• Implemented and refined negative keyword lists to filter out irrelevant searches and further improve the quality of traffic over time.

• Tested and optimised bidding strategies to maximize conversions at the lowest cost.
  • We first started with a Max Conversions bid strategy, then once we felt enough data was collected, we started testing different target CPAs.
  • We learned that setting the CPA too low, although generating conversions successfully at this CPA, resulted in lower levels of foot traffic and revenue. We closely monitored the correlation between CPA, store visits and revenue, finding an optimal balance that worked commercially.

Phase 2: Expansion with PMAX & Meta Ads

• Introduced Performance Max (PMAX) to support the Search ads and for better full-funnel, demand generation and multi-platform targeting.

• Launched and scaled Meta Ads.
  • We structured the campaigns that gave the audience lots of different ways they could contact Valhalla Tattoo – calls, messages, on-platform lead forms and via the website.
  • All the same ads ran in each campaign with broad targeting.
  • We also had a campaign to promote top performing organic Instagram posts to help with reach, audience growth and awareness.
  • We carried out creative testing of different angles to identify high performing messaging and ads, while appealing to different audience segments and their ‘Why’. Some of the angles we tested for the ads were:
    • Viking/Norse themes
    • Fine-line tattoos
    • Social proof (customer testimonials)
    • First-time tattoo customers
    • Repeat customers looking for their next tattoo
    • People looking to ‘mark their milestones with art’

Phase 3: Tracking, Optimisation & Expansion

• Tested weighted conversion tracking to optimise for different conversion events, including store visits, calls, and form submissions.
• Once we felt the Google Ads campaigns were performing well and negative keywords had been worked for some time, we tested the expansion of the Google Ads search campaigns by adding broad match keywords. This was successful and conversions increased at the target CPA
• Optimised the website for SEO as a once-off project including citations and Google Business Profile. 
• Provided a deep-dive competitor audit that identified several gaps and ideas for the client to execute. We also provided consultation & training to help the client continue and improve their review collection strategy, social media and website content marketing.