Pratyush Giri: Helping You to Succeed in Paid Advertising

Conversion at ₹36

with CPC at ₹11

Nailashes - Hennur, Bangaluru

📍 Industry

Premium nail salon offering nail art, nail extensions & related beauty services.

🎯 Goal

Build a scalable Performance Max framework
Increase local store visits and inbound calls

🖱️ Skills Used

Conversions
Increase Avg. CPC
CTR, Cost per Conversion

📆 Work Duration

07.12.25 - Present

Company Overview

Nailash operates in a highly competitive local services category where intent is hyper-local, decision cycles are short, and visibility during high-intent moments (“near me”, “nearby”) directly impacts store visits and calls.

Initial Challenges

Initial targeting allowed traffic from across Bangalore
Budget was not aligned with conversion density
Brand signals (logos, callouts, sitelinks, CTAs) were not fully leveraged

₹36 Cost/conv with ₹11 CPC

Performance Max Campaign: nail salon near me
Location: Hennur, Bangaluru

💬 Client Feedback

Jerry (Franchise owner at hennur)

......... to be continued

Phase 1: Campaign Foundation & Signal Control Overview
Date: 7 Dec – 13 Dec 2025

Baseline Observations: Broad Bangalore-level reach | Early learning instability typical of Performance Max | Conversions present but inconsistent | High exposure to non-local and exploratory searches

Actions Taken: Campaign launched with Maximise Conversions bidding | Initial 5 km proximity targeting around Hennur introduced | City-level Bangalore targeting removed | Desktop, Tablet, and Connected TV traffic excluded (-100%) | Call extensions and call-focused CTAs enabled

Data Impact (Trend): Initial conversion inflow established | Learning phase stabilised with early local intent signals | Foundation created for tighter optimisation in subsequent weeks

Phase 2: Intent Refinement & Cost Stabilisation
14 Dec – 20 Dec 2025

Baseline Observations: Competitor brand queries triggering impressions | Conversions leaking from non-priority localities | CPC volatility due to mixed intent traffic

Actions Taken: Added exact-match negative keywords for competitor salons and distant locations | Temporarily reduced budget to control learning noise | Introduced callouts, structured snippets, and sitelinks | Phone call leads added as a primary conversion goal

Data Impact (Trend): Irrelevant impressions reduced | CTR improved indicating stronger intent alignment | Cost per conversion variance narrowed

Phase 3: Geo Precision & Budget Scaling
21 Dec – 27 Dec 2025

Baseline Observations: Highest conversion density observed near store location | Strong response from “near me” and Hennur-based searches

Actions Taken: Proximity radius tightened from 5 km to 3 km | Search themes prioritised for nail salon, nail art, manicure, pedicure near me | Low-intent themes removed | Budget incrementally increased | Target CPA adjusted to allow controlled scale

Data Impact (Trend): Sustained uplift in daily conversions | CPC compression despite higher auction pressure | Conversion curve shifted from volatile to stable growth

Phase 4: Scale & Efficiency Lock-in
28 Dec 2025 – 2 Jan 2026

Baseline Observations: Stable conversion flow established | Consistent CTR across high-intent searches | Holiday-period demand volatility visible across market

Actions Taken: Full brand asset rollout (logos, brand colours, fonts) | Brand guideline support enabled | Target CPA increased to ₹50 to maximise volume | Hindi language signal removed | Final negative keyword expansion applied

Data Impact (Trend): 695 total conversions achieved | CTR stabilised at 4.62% | Avg. CPC controlled at ₹11.62 | Cost per conversion maintained at ₹36.38