Honeypot Waxing Boutique Google Ads SEM Case Study

The Challenge

Honeypot Wax Boutique is a premier waxing salon with multiple locations in Hong Kong. Known for its unique in-house wax formula and highly skilled therapists, Honeypot prides themselves on providing high-quality hair removal services.

That said, the hair removal industry in Hong Kong is highly competitive. Besides facing numerous waxing competitors, Honeypot also contends with companies offering intense pulsed laser (IPL) services, which typically have larger budgets due to the higher price tag of IPL treatments. This allows IPL-focused businesses to sustain a higher customer acquisition cost.

To expand its customer base as efficiently as possible, Honeypot tasked Cogney with leveraging Google Ads to generate more leads.

The Strategy

Focus on searchers nearby

The nature of waxing services means clients are less willing to travel to a different district in Hong Kong. Hence, it was crucial to target keywords associated with locations near Honeypot's boutiques, such as "Causeway Bay waxing," to ensure relevance and increase click-through rates (CTR).

To maximize productive ad spend, we created separate campaigns for each of Honeypot's locations. This involved incorporating location-specific keywords in the ad copy to attract nearby clients. For budget allocation, our goal was to maximize impressions by maintaining a 90%+ impression share. This approach involved adjusting keyword bids and campaign budgets to ensure Honeypot's ads were seen by as many potential clients nearby Honeypot’s location as possible.

Target the right intent

The term "waxing" is broad and can refer to various types of waxing services, from car waxing to floor waxing. Despite using phrase match for "waxing," Google occasionally displayed ads for unrelated services. To address this, we implemented a rigorous negative keyword strategy to exclude irrelevant search terms and ensure our ads were shown only to users interested in hair removal services.

Write compelling ad copy

We crafted ad copy that highlighted Honeypot's unique selling points, such as its in-house wax and expert therapists. The ads also emphasized the results customers could expect, using phrases like "Feel Smooth & Confident" and "Fuzz-Free Flawless Skin," to convey the benefits of their services.

The Keys to Success

Continuous testing and refinement of ad copy

By consistently experimenting with A/B testing, we identified which ad copy resonated best with our target audience. This iterative process led to higher engagement and conversion rates, as we refined our approach based on real-time data and feedback.

Strategic bid and budget adjustments

We closely monitored performance data to make informed decisions about budget allocation. By prioritizing high-performing ad groups and reallocating budget from underperforming ones, we optimized campaign performance and ensured the most productive use of the budget.

Maintaining a negative keyword list

To prevent ads from appearing in irrelevant search results, we diligently maintained a negative keyword list. This proactive measure ensured our ads were shown only to users genuinely interested in Honeypot's offerings, improving ad performance and reducing wasted ad spend.

Competitor analysis

Staying abreast of competitor strategies allowed us to identify market trends and opportunities, enabling us to quickly adapt and refine our tactics, and ensuring Honeypot Wax Boutique remained competitive in a crowded market.

Optimized landing pages

In addition to our Google Ads efforts, we advised Honeypot on creating landing pages tailored to our ad group structure. Implementing our conversion rate optimization suggestions, Honeypot enhanced the user experience on their website, resulting in increased lead generation without additional budget expenditure.