Project Overview
Hair Extensions Castle (HEC) serves customers looking for hair extensions, wigs and hair patches in Delhi. For a business where customers often need product guidance, consultations or appointments before making a decision, reaching people actively searching for relevant hair solutions is an important part of customer acquisition.
Growthians Marketing managed Google Ads campaigns to strengthen HEC’s visibility across Google and make it easier for potential customers to discover its offerings and contact the business.
Objective
The primary objective was to connect HEC with potential customers searching for hair extensions, wigs, hair patches and related services in Delhi.
The campaign priorities were to:
- Improve visibility for relevant Google searches.
- Capture demand from people actively looking for hair solutions.
- Encourage potential customers to contact the business directly.
- Generate phone calls and customer enquiries through paid advertising.
Hair extensions, wigs and hair patches are considered purchases that may require customers to evaluate different options, understand suitability and speak with a provider before making a decision.
For HEC, the challenge was to reach potential customers at the moment they were looking for these solutions, rather than relying exclusively on people already familiar with the brand.
The advertising approach needed to combine relevant search visibility with a straightforward route to contacting the business, while making efficient use of the available advertising budget.
Google Search & Local Demand Capture
We used Google Ads to help HEC appear as a sponsored result for relevant customer searches, complementing its existing business presence on Google.
Call-Focused Campaigns
The account included call-only campaigns and a search-and-call campaign, reflecting a focus on generating direct phone enquiries from prospective customers.
Multiple Campaign Formats
The account also contained YouTube and video campaigns. These provided additional advertising formats beyond search, although the supplied screenshot does not isolate their individual contribution to the overall results.
Performance Monitoring
We monitored advertising activity using metrics such as phone calls, impressions, average cost per click and total advertising spend. These indicators helped assess campaign delivery and the cost of generating engagement through Google Ads.
Google Ads Account Performance
The supplied dashboard screenshot reports the following figures for 17 February 2021 – 12 April 2023:
- 1.67K phone calls
- 81.6K impressions
- ₹36.33 average cost per click
- ₹1.17 lakh total advertising spend
These figures reflect the account overview across the campaigns displayed in Google Ads. They should be treated as account-level performance figures until the HEC Search and call-focused campaigns are isolated and their individual results verified.
The screenshot does not establish how many calls became qualified enquiries, consultations, store visits or sales.
Google Ads gave Hair Extensions Castle an additional channel for reaching prospective customers already searching for relevant hair solutions.
By combining search visibility with call-focused advertising, the account supported a customer acquisition approach that made it easier for interested searchers to discover HEC and initiate contact.
The reported phone-call volume indicates substantial call activity within the account during the period. Evaluating the broader business impact would require connecting those calls to qualified enquiries, appointments and completed purchases.
Capture existing demand
- Search advertising helps businesses connect with customers who are already looking for relevant products or services.
Make contact easy
- Call-focused advertising can reduce friction for customers who prefer to speak directly with a business.
Use the right format for the objective
- Search, call-focused and video campaigns play different roles within an advertising account.
Measure beyond the click
- Calls and clicks indicate advertising activity, but qualified enquiries and completed sales provide a clearer picture of business value.
