Tattoo studio / local services · Google Ads (Search + Performance Max)
NYC tattoo studio: goal was 5 to 10 bookings a month, we delivered 45+
A Manhattan tattoo studio relied on walk-ins and Instagram. We built an intent-led Google Ads structure that turned search demand into consistent booked appointments at under $3 each.
- 45+
- Bookings / mo
- $2.80
- Cost / booking
- 7,600%
- ROAS
- Industry
- Tattoo studio / local services
- Country
- United States (New York City)
- Channels
- Google Ads (Search + Performance Max)
- Budget
- ~$1.5K/month ad spend
- Timeline
- Ongoing, key snapshot May 2026
The problem
- ·Bookings were unpredictable month to month and depended on social posting.
- ·No tracking on the booking form, so nobody knew which traffic produced revenue.
- ·Previous ad attempts targeted broad keywords and burned budget on tattoo idea searches with no commercial intent.
Campaign strategy
- ·Split the account: Search for high-intent NYC queries, Performance Max for broader discovery and remarketing.
- ·Keyword strategy built around style plus location (fine line tattoo NYC, realism tattoo artist Manhattan) instead of generic tattoo terms.
- ·Negative keyword list built weekly to strip out removal, apprenticeship, and design inspiration searches.
- ·Conversion tracking configured on the booking form and click-to-call so bidding optimised on real appointments.
What we actually changed
- ·Rebuilt the account from scratch with tight ad groups per tattoo style.
- ·Wrote ad copy that leads with artist speciality, studio location, and consultation availability.
- ·Added location bid adjustments around the studio's catchment area.
- ·Moved to conversion-based bidding once 30+ conversions were recorded.
Results
- ·2,200 clicks in the May snapshot at $0.66 average CPC.
- ·34.28% conversion rate on Search.
- ·$2.80 cost per booking.
- ·45+ booked appointments per month against an original target of 5 to 10.
Monthly booked appointments
Original target vs. delivered in the May snapshot.
Original target5 to 10
Delivered45+
Search campaign funnel
May snapshot: 2,200 clicks at $0.66 CPC, 34.28% conversion rate.
Clicks2,200
Booked appointments754 (34.28%)
Charts built from the campaign reporting for this account.
Campaign screenshots
Screenshots taken from the live ad accounts. Client names and identifying details are blurred.
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