Lead Generation and Brand Awareness

Understanding the objectives

In the highly competitive hair and beauty sector, local businesses are competing for attention from customers with plenty of choice. Whilst a leaflet would support brand awareness, we needed to strategic plan to reach people already searching for relevant services.  

Google Ads Campaigns

By focusing on people who were already searching for relevant services, we set up and optimised a Google Ads campaign focused on intent-based search queries. By targeting high-conversion keywords and structuring campaigns to maximise returns, we ensured that The Mulberry Rooms was visible at the exact moment potential customers were searching for their services. The original leaflet objective was also delivered, with a professionally designed piece of marketing created to support the salon's local brand awareness and communicate why potential customers should choose them.

Competing in a crowded local market

Hair and beauty is an incredibly competitive industry. Local salons are often competing against numerous independent businesses, established names and larger chains and in this instance all within a relatively small geographical area.
This makes simply appearing in search results only part of the challenge. The salon also needed to give potential customers a reason to click which is where ad messaging and positioning became particularly important.
We developed ad copy around the areas that really matter to potential customers, rather than relying purely on generic descriptions of the salon's services. By creating copy that resonates on an emotional level with potential clients gives a more compelling reason to consider the salon, over and above the competition.

Getting the foundations right

Alongside the campaign strategy and creative work, we put the technical foundations in place to ensure performance could be properly measured.

This included:

• Google Ads account setup and configuration
• Keyword and search-term research
• Competitor research
• Search-intent analysis
• Campaign and ad-group structure
• Ad copy development
• Location targeting
• Budget and bidding strategy
• Conversion tracking
• Ongoing campaign optimisation

Continuously optimising performance

Once the campaigns were launched and began generating data, we could identify what was working, where opportunities existed and where improvements could be made. Search terms, keywords, adverts, targeting and performance were continually reviewed to help ensure the budget was being used as effectively as possible.

Bringing the brand to life with the leaflet

Whilst Google Ads became the primary focus for immediate lead generation, we still wanted to deliver on the salon's original leaflet objective.

We therefore designed and developed a professionally produced leaflet that combined strong visual presentation with messaging tailored to the salon's target audience. We also supported the salon with the content and messaging, considering what would actually matter to a potential customer.

We asked questions such as:

• What does the target customer really care about?
• What problem are they trying to solve?
• Why should they choose this salon?
• What makes the experience different?
• What reasons can we give them to take action?

This helped move the leaflet from being a simple list of services into a piece of marketing designed to communicate why the salon is worth considering.

By combining strategic advice, research, paid search, conversion tracking, ongoing optimisation, targeted messaging and creative design, we were able to move the salon's marketing from simply promoting its services towards a strategy focused on generating genuine business results that