PALL MALL BARBERS
Google Ads
Discover how One PPC helped Pall Mall Barbers attract more high-value customers, increase online sales, and dominate local search results with targeted Google Ads campaigns.
PALL MALL BARBERS
Back Story & Challenge
Pall Mall Barbers is one of London’s most established barber brands, with multiple locations across the city and a growing e-commerce line of grooming products. While their offline reputation was strong, they wanted to further strengthen their online presence, build brand awareness with top Google rankings, and achieve a consistent cost per lead.
When Pall Mall Barbers approached One PPC, their Google Ads campaigns were already delivering results, but they wanted to dominate their competitive market with consistent top-of-page visibility above competitors. Their goal was to secure top positions for high-value keywords while driving more appointment bookings across multiple London locations and simultaneously scaling online product sales.
Following our initial review and analysis, we identified several main challenges:
- The Google Ads account was already well-optimised, so extracting further improvements required deeper strategy and advanced techniques
- The account could be streamlined to make management, reporting and optimisation easier.
- Top ad visibility was a key objective, but costs also needed to be controlled.
Solution
Google Ads Optimisation
One PPC overhauled the account with a focus on local intent, appointment bookings, and high-value product sales.
Campaign Restructure:
Built separate campaigns for local services (barbershop bookings) and e-commerce sales, with tightly themed ad groups for each.
Keyword Strategy:
Implemented localised terms like “barber shop near Oxford Street” and “best barber Covent Garden,” alongside grooming product keywords.
Audience & Geo Targeting:
Geo-targeted campaigns around each London location, while segmenting audiences for product shoppers vs. local service clients.
Ad Testing:
Created distinct messaging for bookings (emphasising heritage, expertise, and convenience) and products (highlighting premium quality and grooming expertise).
Conversion Tracking:
Tracked online bookings, calls, and e-commerce sales to measure ROI across both service and product lines.
Types of Campaigns:
Google Search
Captured high-intent local searches for barbers and grooming services, and ranked ads above competitors
Brand Protection:
Secured top placement for branded searches across all locations.
Competitor Targeting:
Targeted competitor barber brands to win over customers actively comparing providers.
Remarketing Ads
Re-engaged past visitors with booking reminders and tailored offers.
Strategies
We restructured the account to enhance Quality Scores and reduce cost per click. This led to a stronger return on investment and generated tens of thousands of leads—significantly increasing Pall Mall Barbers’ online visibility.
Google Search Campaigns:
- Standard Search: Targeted high-intent keywords with tightly themed ad groups and optimised text ads
- DSA: (Dynamic Search Ads): Captured long-tail traffic by matching search queries to website content
- RLSA: Targeted past website visitors as they searched again, using broader keywords and higher bids to increase conversion likelihood
Google Display Network Campaigns:
- Remarketing: Re-engaged past website visitors using a 30-day campaign, with an additional funnel targeting users up to 540 days
Results
Following our optimisation, Pall Mall Barbers saw improvements across service bookings.
Ranked at the top of Google by showing Ads above competitors and organic listings.
Reduced CPA by 15%
Reduced cost per lead by 21%
Reorganised and streamlined account making it easier to manage
Improved reporting and measurement.
Created consistent and high-performing ad creatives focused on core USPs and brand messaging
Book FREE Consultation Now!
Schedule a free 15–30 minute call to help us understand your business and provide personalised recommendations