Case Studies

OBJECTIVES
  • Drive “Book Now” clicks and salon bookings
  • Achieve a sustainable CPA aligned with premium service pricing
  • Expand local awareness among Manhattan residents and workers
Strategies
  • Google Ads:
    • Switched from underperforming Search to Performance Max
    • Blacklisted branded terms; added high-intent keywords (e.g., “group appts”)
    • Raised CPA target from $1 → $3; increased daily budget $10 → $13
    • Refined geo-targeting to “people in Manhattan”

  • Meta Ads (Facebook & Instagram):

    • Launched Valentine’s Day traffic campaign with seasonal creatives
    • Tested “cat eye,” “jelly,” and “aura” visuals—paused underperformers to focus spend
    • Maintained core Manhattan lifestyle targeting throughout
Result
  • Google (Jan 1–May 8, 2025):

    • 770 “Book Now” clicks at $0.36 CPC
    • 106,000 impressions → 3,740 clicks (3.51% CTR)
    • 60+ tracked salon bookings

  • Meta (Jan 30–Apr 29, 2025):

    • 82,147 reach → 5,739 link clicks (6.91% CTR)
    • $0.17 CPC on $766.76 spend
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CASE Studies:

Clicks That Convert: Scaling Hue Nail Club with Smarter Ad Strategy

Clicks That Convert: Scaling Hue Nail Club with Smarter Ad Strategy

Our partnership with Hue Nail Club—a boutique, full-service nail studio in Chelsea, Manhattan—focused on driving salon bookings and maximizing ROI through finely tuned Google and Meta ad campaigns. Over five months (January–May 2025), we transitioned from underperforming search ads to Performance Max on Google, refined CPA targets and geo-settings, and iterated creative assets on Meta to deliver 770 “Book Now” clicks (at $0.36 CPC) and nearly 6,000 link clicks (at $0.17 CPC), translating into 60+ salon bookings at efficient costs.

Client Overview

Hue Nail Club is more than just a salon—it’s a cozy escape in the heart of Chelsea, Manhattan, where every manicure and pedicure is a little moment of self-care. Founded by Dr. Nisha Garg Patel, an orthodontist who knows a thing or two about precision and comfort, Hue was born out of her desire for a pampering experience that blends top-tier nail artistry with the warmth of a boutique spa.

At Hue Nail Club, every service reflects a commitment to expert craftsmanship and genuine hospitality. A carefully selected team of skilled technicians delivers exceptional results—from timeless manicures and spa pedicures to durable gel extensions and eye-catching nail art. The salon offers a welcoming environment where attention to detail meets a personalized touch, whether a guest stops by for a quick refresh or plans a fun group mani session with friends.

Campaign Objectives

  • Increase Salon Bookings: Boost clicks on the “Book Now” button and track conversions.
  •  
  • Optimize CPA: Achieve sustainable cost-per-acquisition in line with Hue’s premium pricing.
  •  
  • Expand Local Reach: Target Manhattan residents and workers to raise brand awareness.
  •  

Strategy and Execution

Google Ads

  • Search Campaign Launch: Initial $130 spend across 5.26K impressions yielded zero conversions, indicating a need for broader reach.
  •  
  • Shift to Performance Max: Leveraged PMax’s cross-network bidding; blacklisted branded terms (“Hue Nail Club”) to reduce waste.
  •  
  • High-Intent Keywords: Added “group appts” to capture bridal and corporate party searches.
  •  
  • CPA & Budget Adjustments: Increased CPA target from $1 to $3 and daily budget from $10 to $13 to align with service economics.
  •  
  • Geo-Refinement: Narrowed from “near or interested in Manhattan” to users physically within Manhattan for precision.
  •  

Meta Ads (Facebook & Instagram)

  • Valentine’s Day Traffic Push: Spent $170 to reach 17K users and capture 2.6K link clicks with romantic-themed creatives.
  •  
  • Creative Testing & Iteration: Rolled out “cat eye,” “jelly,” and “aura” nail-art visuals; paused underperforming “aura” and “jelly” sets to concentrate spend on higher-engagement assets.
  •  
  • Ongoing Optimization: Through $297 in total spend, secured 1.7K link clicks and a 25K reach without altering core demographic targeting.

Results and Impact

Google Ads (Jan 1–May 8, 2025)

  • Book Now Clicks: 770
    CPC: $0.36
    Impressions: 106,000
    Total Spend: $1,330
    Clicks: 3,740
    CTR: 3.51%
    Tracked Bookings: 60+

Meta Ads (Jan 30–Apr 29, 2025)

  • Reach: 82,147
    Total Spend: $766.76
    CPC: $0.17
    CTR: 6.91%
    Link Clicks: 5,739

Client Success & Insights

Hue Nail Club praised our transparent reporting and agile optimizations, particularly:


Data-Driven Decisions: Quick CPA and geo-targeting tweaks that aligned ad spend with Manhattan demand.


Creative Agility: Iterative testing enabled rapid identification of top-performing nail-art visuals for seasonal promotions.


Collaborative Partnership: Regular check-ins and clear KPI dashboards facilitated trust and strategic alignment.

Conclusion

By combining Google Performance Max with targeted Meta creative tests—and continually refining bids, budgets, and audience parameters—we delivered a robust pipeline of bookings at efficient costs. Hue Nail Club is now well-positioned to scale further with group-booking initiatives and seasonal package promotions, building on this strong foundation of data-driven growth.

 
CASE Studies:

Clicks That Convert: Scaling Hue Nail Club with Smarter Ad Strategy

Our partnership with Hue Nail Club—a boutique, full-service nail studio in Chelsea, Manhattan—focused on driving salon bookings and maximizing ROI through finely tuned Google and Meta ad campaigns. Over five months (January–May 2025), we transitioned from underperforming search ads to Performance Max on Google, refined CPA targets and geo-settings, and iterated creative assets on Meta to deliver 770 “Book Now” clicks (at $0.36 CPC) and nearly 6,000 link clicks (at $0.17 CPC), translating into 60+ salon bookings at efficient costs.

Client Overview

Hue Nail Club is more than just a salon—it’s a cozy escape in the heart of Chelsea, Manhattan, where every manicure and pedicure is a little moment of self-care. Founded by Dr. Nisha Garg Patel, an orthodontist who knows a thing or two about precision and comfort, Hue was born out of her desire for a pampering experience that blends top-tier nail artistry with the warmth of a boutique spa.

At Hue Nail Club, every service reflects a commitment to expert craftsmanship and genuine hospitality. A carefully selected team of skilled technicians delivers exceptional results—from timeless manicures and spa pedicures to durable gel extensions and eye-catching nail art. The salon offers a welcoming environment where attention to detail meets a personalized touch, whether a guest stops by for a quick refresh or plans a fun group mani session with friends.

Campaign Objectives

  • Increase Salon Bookings: Boost clicks on the “Book Now” button and track conversions.
  •  
  • Optimize CPA: Achieve sustainable cost-per-acquisition in line with Hue’s premium pricing.
  •  
  • Expand Local Reach: Target Manhattan residents and workers to raise brand awareness.
  •  

Strategy and Execution

Google Ads

  • Search Campaign Launch: Initial $130 spend across 5.26K impressions yielded zero conversions, indicating a need for broader reach.
  •  
  • Shift to Performance Max: Leveraged PMax’s cross-network bidding; blacklisted branded terms (“Hue Nail Club”) to reduce waste.
  •  
  • High-Intent Keywords: Added “group appts” to capture bridal and corporate party searches.
  •  
  • CPA & Budget Adjustments: Increased CPA target from $1 to $3 and daily budget from $10 to $13 to align with service economics.
  •  
  • Geo-Refinement: Narrowed from “near or interested in Manhattan” to users physically within Manhattan for precision.
  •  

Meta Ads (Facebook & Instagram)

  • Valentine’s Day Traffic Push: Spent $170 to reach 17K users and capture 2.6K link clicks with romantic-themed creatives.
  •  
  • Creative Testing & Iteration: Rolled out “cat eye,” “jelly,” and “aura” nail-art visuals; paused underperforming “aura” and “jelly” sets to concentrate spend on higher-engagement assets.
  •  
  • Ongoing Optimization: Through $297 in total spend, secured 1.7K link clicks and a 25K reach without altering core demographic targeting.

Results and Impact

Google Ads (Jan 1–May 8, 2025)

  • Book Now Clicks: 770
    CPC: $0.36
    Impressions: 106,000
    Total Spend: $1,330
    Clicks: 3,740
    CTR: 3.51%
    Tracked Bookings: 60+

Meta Ads (Jan 30–Apr 29, 2025)

  • Reach: 82,147
    Total Spend: $766.76
    CPC: $0.17
    CTR: 6.91%
    Link Clicks: 5,739

Client Success & Insights

Hue Nail Club praised our transparent reporting and agile optimizations, particularly:


Data-Driven Decisions: Quick CPA and geo-targeting tweaks that aligned ad spend with Manhattan demand.


Creative Agility: Iterative testing enabled rapid identification of top-performing nail-art visuals for seasonal promotions.


Collaborative Partnership: Regular check-ins and clear KPI dashboards facilitated trust and strategic alignment.

Conclusion

By combining Google Performance Max with targeted Meta creative tests—and continually refining bids, budgets, and audience parameters—we delivered a robust pipeline of bookings at efficient costs. Hue Nail Club is now well-positioned to scale further with group-booking initiatives and seasonal package promotions, building on this strong foundation of data-driven growth.

 
CASE Studies:

Clicks That Convert: Scaling Hue Nail Club with Smarter Ad Strategy

Client:
Modern Mangal
Engagement Start
January 2025
Focus Areas:
Ads
Overview

Modern Mangal—a fine jewelry brand that reimagines the traditional mangalsutra with sleek, minimalist designs—partnered with us to elevate its TikTok presence. With a focus on blending South Asian heritage and modern design aesthetics, Modern Mangal set out to not only drive sales but also to cultivate a distinctive and cohesive brand identity on social media.

Objectives
Challenges
Strategic Approach

The cornerstone of our TikTok strategy was to align content with current trends while staying true to Modern Mangal’s refined aesthetic. We discovered that the key to success lay in:

  • Trend Integration: Identifying trending audio and utilizing CapCut templates to create visually striking content
  • Content Optimization: Producing videos that were under 10 seconds, ensuring they were concise yet powerful, with the jewelry showcased clearly
  • Algorithm Leverage: Focusing on crafting content that naturally appeals to TikTok’s “For You” page, which resulted in 82% of views coming directly from it
  • Brand Consistency: Maintaining an elusive and cohesive visual narrative that reinforced the brand’s identity and commitment to quality

One of our top-performing videos exemplifies the success of our approach. The video’s compelling visuals and strategic use of trends resonated with the audience, leading to 182K views and contributing significantly to our overall campaign performance.

 

 

Results & Key Metrics

Over the period from January 1 to March 12, our concerted efforts yielded remarkable results:

  • Video Views: A total of 506K views, marking a 71% increase over the previous period
  • Engagement: 14,529 interactions, highlighting strong audience engagement
  • Follower Growth: A net addition of 1,638 followers, representing a 32% increase
  • Profile Traffic: 14K profile views, up 72% from the previous period
  • Organic Reach: A dominant 82% of views originated from TikTok’s “For You” page

These metrics not only demonstrate the success of our TikTok strategy but also underscore the effectiveness of combining trend-driven content with a meticulously maintained brand aesthetic. By harnessing the power of TikTok’s features and tapping into cultural trends, Modern Mangal has successfully positioned itself as a leader in modern fine jewelry—capturing the essence of tradition while appealing to a contemporary audience.

Insights & Takeaways
Conclusion

Our partnership with Modern Mangal shows how with a data-driven and creatively executed TikTok strategy, brands can achieve significant engagement and sales growth. Through targeted trend integration and a consistent, visually appealing aesthetic, Modern Mangal has not only expanded its reach but also reinforced its identity as a modern reimagining of timeless tradition.