Case Study Project Page

Grey and Sage Salon

Located in Wellington, FL, Grey & Sage Salon is a premium hair salon known for its calm, elevated atmosphere and its focus on the long term health of every guest’s hair. The salon serves clients across Wellington, Boynton Beach, Lake Worth, Royal Palm Beach, Boca Raton, and Palm Beach Gardens, offering dimensional color, precision cuts, extensions, and keratin treatments through a multi level team of stylists ranging from emerging talent to master colorists. Through signature services such as Balayage, Grey Blending, and premium Extensions, Grey & Sage brings expert technique and genuine hospitality together for every guest.

Each Grey & Sage appointment is built around consultation, customization, and long term hair health, giving guests the chance to explore color, texture, and styling solutions guided by a trusted stylist team. With a focus on client education and consistent quality, Grey & Sage continues to be a go to destination for guests seeking expert technique and a relaxing, elevated salon experience.

SPECIALIZATION

  • Hair Color & Balayage
  • Precision Cuts & Styling
  • Keratin Treatments
  • Hair Extensions & Toppers
  • Grey Blending Techniques
  • Scalp Care & Treatments
  • Personalized Consultations
  • Multi Level Stylist Training
  • Premium Product Partnerships
  • Wellington Area Clientele

Growth and Impact

383%

Increased

Conversions

77%

Decreased

Cost per Conversion

56%

Increased

Click Through Rate

The Challenges

  • Single campaign carried nearly all spend, with no structure aligned to individual services.
  • Monthly conversions trended down, from 174 in January to a low of 91 by May.
  • The salon’s lowest cost, highest converting keyword sat paused instead of running.
  • Ad copy was underbuilt, filling only 2 of 15 available Responsive Search Ad headline slots.

The Solutions

  • Rebuilt the account into 6 dedicated, service based campaigns aligned to how the salon actually operates.
  • Reactivated the branded keyword into its own dedicated Branding campaign.
  • Rebuilt keyword targeting by service category, deduplicating terms across ad groups.
  • Wrote full Responsive Search Ad sets tailored to each individual service.

Month-over-Month Results

Month

Jan 2026

Feb 2026

Mar 2026

Apr 2026

May 2026

Jun 2026

Jul 2026

Aug 2026

Clicks

1,351

1,123

1,210

1,073

935

1,042

1,362

905

Impressions

17,055

15,407

18,922

19,161

17,942

16,556

13,600

8,109

CTR

7.92%

7.29%

6.39%

5.60%

5.21%

6.29%

10.01%

11.16%

CPC

$1.36

$1.32

$1.24

$1.43

$1.97

$1.83

$1.36

$1.32

Cost

$1,835.98

$1,486.57

$1,504.00

$1,531,52

$1,838.69

$1,904.88

$1,847.04

$1,196.53

Phone Calls

182

116

1560

120

110

118

124

101

Conv.

174

102

144

109

91

285

599

445

Cost/Conv

$10.53

$14.55

$10.44

$14.05

$20.32

$6.69

$3.08

$2.69

Conv Rate

12.90%

9.10%

11.90%

10.16%

9.69%

27.33%

43.97%

49.13%

What We Did

Conversion

Conversions moved unevenly through the first five months of 2026, declining from 174 in January to a low of 90 in May as the single campaign structure aged. Following the service based campaign restructure in June, conversions began a sharp recovery that continued through July, when the account recorded 602 conversions, its highest month to date. August, still a partial month through August 20, is tracking at 445 and remains well above the pre restructure baseline.

Cost per Conversion

Cost per conversion moved the wrong way through the first five months of 2026, climbing from $10.53 in January to $20.32 by May as the single campaign structure lost efficiency. Following the service based restructure in June, cost per conversion dropped sharply, falling to $6.69 that month and continuing down through July ($3.07) and August ($2.69, partial month through August 20), its most efficient levels to date. The trend reflects the shift to dedicated, service aligned campaigns and the reactivation of the salon’s branded keyword, not a change in budget.

Conversion Rate

Conversion rate held in a narrow band through the first five months of 2026, moving between 9.10% and 12.90% with no clear direction, consistent with a single campaign structure that wasn’t aligned to individual services. Following the June restructure, conversion rate began climbing immediately, reaching 27.33% in June, 44.22% in July, and 49.13% in August (partial month, through August 20), its highest rate to date. The shift traces directly to the service based campaigns and reactivated branded keyword pulling in more qualified, higher intent traffic rather than broad, unfocused clicks.