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 a steady flow of enquiries and consistent booked appointments.

45+: Bookings / mo
$5.10: Cost / lead
$0.66: Avg CPC

Industry: Tattoo studio / local services
Country: United States (New York City)
Channels: Google Ads (Search + Performance Max)
Budget: ~$1.46K spend in the reported month
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 enquiries.

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 on $1.46K spend.
·286 tracked conversions (booking form submissions and click-to-call) at $5.10 each.
·45+ of those enquiries turned into booked appointments, roughly $32 per booked client.
·45+ booked appointments per month against an original target of 5 to 10.