Case Study — Google Ads + CRM
Built to grow.
Ready to scale.
Queens Hairstyle had the talent, the following and the organic presence. What they needed was an expert to build the paid performance layer that would take everything to the next level.
A strong organic
foundation. Ready
to accelerate.
Queens Hairstyle had done the hard work of building an audience. Active on social media with a consistent organic presence, they were already generating bookings online and had built genuine community engagement around their brand.
What they had not yet been able to add was a paid performance layer. They had experimented with Google Ads independently but without the technical infrastructure in place, the campaigns produced no measurable return. And until recently, the budget to bring in specialist support had not been available.
When that changed, they came to IMC with a clear goal: take what was already working organically and build the paid growth engine that would scale it properly.
- Self-managed Google Ads running without proper conversion tracking
- Previous campaigns producing a low click-through rate and high cost per result
- No CRM connecting the organic and paid activity into one unified customer view
- No dedicated landing page built to convert paid traffic into bookings
- Booking history spread across tools with no central data record
- No internal technical resource to build the infrastructure needed to scale
- Enquiries from all channels not captured as leads if they did not book immediately
What We Did
Full execution.
No gaps in the
foundation.
With no internal development, CRM or marketing operations resource available on the client side, IMC stepped in as the complete delivery team. We built the entire paid marketing infrastructure from scratch before committing a single dollar to advertising.
Campaign Strategy and Management
- Full audit of existing campaigns before any new spend was committed
- Campaign architecture rebuilt for precision targeting and quality traffic
- Dedicated conversion-optimised landing page built and deployed
- End-to-end conversion tracking configured and verified for accuracy
- Negative keyword strategy to eliminate irrelevant spend from day one
- In-depth search term analysis with strategic keyword expansion
- Automation layer built to pass verified bookings back into the CRM
- Budget managed and scaled progressively based on proven performance data
- Weekly performance reporting with clear optimisation actions each cycle
Infrastructure Built From Scratch
- CRM platform fully configured for a service-based salon business model
- Enquiry and lead capture form built and integrated into the client website
- Automated deal pipeline configured so no enquiry falls through without follow-up
- Booking platform fully integrated with CRM for real-time synchronisation
- Thousands of historical booking records migrated into the CRM for the first time
- Analytics connected to the booking platform for confirmed conversion data
- Automation layer built to pass verified bookings back into the CRM
- Performance dashboard and report lists built for ongoing visibility, structured client reporting to facilitate decision making and for personalised marketing campaigns and newsletters
The Results
IMC versus before.
Every metric improved.
Within the first two weeks of the IMC campaign going live, every performance metric outperformed everything the client had previously run with their own campaigns, at a fraction of the cost per result.
| Metric | Self-Managed Campaigns | IMC-Managed Campaign | The Difference |
|---|---|---|---|
| Click-Through Rate | 2.4% best across all prior campaigns | 7.5% | 3x better |
| Cost Per Confirmed Booking | High, significant spend for limited return | Reduced by over 90% | 90%+ more efficient |
| Return on Ad Spend | Unmeasurable, no tracking in place | Strong positive ROAS from week one | First measurable ROI |
| Conversion tracking accuracy | Not properly configured, data unreliable | Fully verified end-to-end | First time accurate |
| Paid lead pipeline | Did not exist | Active and growing pipeline | Brand new capability |
| Campaign optimisation score | Unmanaged | 100%, perfect score | Maximum efficiency |
Results from
the very first week.
One of the clearest signals of a well-structured campaign is how quickly it starts delivering. The IMC campaign did not need weeks to warm up. Confirmed bookings came in before the first week was complete, and continued growing week on week as the campaign optimised and the audience targeting sharpened.
This is the difference between a campaign built on guesswork and one built on a verified foundation: accurate tracking, a conversion-optimised landing page, and a keyword strategy grounded in real search behaviour data.
Beyond The Brief
They asked for
bookings. We built
a growth engine.
The brief was clear: drive more appointments through paid search. We delivered that. But alongside it, we identified a gap in how paid traffic was being handled and built the solution for it.
Queens Hairstyle already had strong organic activity generating awareness and engagement. What was missing was a structured way to capture the paid interest that did not convert to an immediate booking. Now it exists. And it works continuously alongside the campaigns.
The campaign now does two things simultaneously. It drives confirmed bookings through paid search. It also feeds a growing pipeline of prospective clients who have expressed genuine interest and can be nurtured toward their first appointment. Both are new to the paid channel. Both generate value that compounds over time.
Client Review
"Since working with IMC, we have seen a significant increase in appointment bookings and overall interest in our salon. We started receiving more calls, more website visits, and more clients booking services directly.
One of the biggest changes for our business has been the improvement in our advertising performance. We noticed that our ad costs became more efficient while still bringing in better results. This has had a direct impact on our revenue and helped keep the salon consistently busy.
Overall, working with IMC has made a real difference in our day-to-day operations. We are more visible, we receive more inquiries, and our schedule has been much fuller. It has truly helped us grow and attract more clients."
Work With IMC
Ready to build something
that actually works?
Whether you need Google Ads management, CRM implementation or a complete paid marketing foundation, we handle full execution so you can focus on running your business.