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Case study · Local SEO & ads

Permanent Makeup NY

For Permanent Makeup NY, a permanent makeup studio in New York, we built an English website, a simple booking flow and strong local search visibility. The aim was a shorter path from search to appointment.

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Permanent Makeup NY
Sector
Beauty · Permanent makeup
Market
US
Year
2025
Duration
6 weeks
Platform
WordPress (custom theme)
By the numbers

Key results

+54%Booking requestsMonthly online booking requests compared with the six months before launch.
9 / 12Local pack keywordsTarget searches where the studio appears in the Google local top three.
2.3 sMobile LCPLargest Contentful Paint on mobile for the home and service pages.
-22%Cost per bookingLower Google Ads cost per booking after campaign and landing page changes.

* Figures are sample data and will be replaced with real project data before launch.

Starting point

Needs and goals

The studio works in a crowded market, and most appointments came in through calls and DMs. The old site did not explain the services clearly, and common questions about pricing and healing time went unanswered.

The main goals were to show up more often in Google Maps and local search, spend the ad budget more efficiently and let visitors request an appointment in a few steps.

Goals
  • Explain services and the process in clear English
  • Bring booking requests down to a few steps
  • Reach the local top three for key searches
  • Lower ad cost per booking
Approach

How we worked

  1. 01

    Discovery

    We reviewed competing studios, local search terms and the questions clients ask before booking.

  2. 02

    Design

    We designed a clean, trust-building interface with before-and-after galleries, clear price ranges and an FAQ.

  3. 03

    Build

    We built service-level pages with booking available from every page, and restructured the Google Business Profile.

  4. 04

    Launch and growth

    We pointed Google Ads campaigns at the matching service pages and optimised conversions every month.

Outcome

After launch

In the six months after launch, monthly online booking requests grew 54% versus the previous period. The studio now appears in Google's local top three for 9 of the 12 target searches.

Pages load in 2.3 seconds on mobile. Sending ads straight to the relevant service page and tightening conversion tracking brought the cost per booking down by 22%.

Monthly local SEO reporting and ad optimisation continue, with new content pages for additional services coming next.

Monthly booking requests: before and after48May52Jun57Jul55Aug63Sep60Oct
BeforeAfter

* Figures are sample data and will be replaced with real project data before launch.

Solution

What we built

01

Service pages

Separate pages for brows, lips and eyeliner, covering the process, aftercare and price range.

02

Online booking

Choose service, date and time to request an appointment in a few steps, with an automatic confirmation email.

03

Before-and-after gallery

A fast-loading results gallery that can be filtered by service.

04

Google Business Profile

Categories, service list, photos and regular posts keep the profile up to date.

05

Local SEO

Neighbourhood content, structured data and consistent business details strengthen local signals.

06

Conversion tracking

Booking requests and call clicks are tracked as separate conversions in GA4 and Google Ads.

Project timeline

  1. Weeks 1-1Discovery and keyword research
  2. Weeks 2-3Design and content
  3. Weeks 4-5Build and booking integration
  4. Weeks 6-6Launch, profile and ads setup

Scope

  • English website
  • Online booking flow
  • Google Business Profile and local SEO
  • Google Ads campaigns

Technology

WordPressCustom themeAcuity SchedulingGoogle Business ProfileGoogle AdsGA4Google Search Console
Next projectSİRİS Sense of BeautyCosmetics & beauty · +29% Add-to-cart rateView project
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