Laser Brno Cuts Lead Cost by 71% with Scalable Ads
Laser Brno is a European laser hair removal studio operating in the Czech Republic and Slovakia. The company faced challenges such as high customer acquisition costs, inconsistent lead generation, and a lack of transparent tracking, which hindered their ability to manage workloads and expand to new locations.
Challenges included:
- Extremely high cost per acquisition (₴3,503 per lead) and no clear return on investment tracking.
- Disorganized Google Ads account without conversion tracking.
- Non-compliance with GDPR (no cookie banner and incomplete setup of Google Tag Manager).
- No method for scaling advertisements across various languages and regions.
Strategy involved:
- Infrastructure setup: Implemented Google Tag Manager on all pages, added a GDPR-compliant cookie banner, and established event tracking for forms, chats, and calls.
- Performance Max + Search: Launched and tested both campaign types, finding that Performance Max yielded the best results while search campaigns offered useful keyword insights.
- Localization: Translated and optimized advertisements and landing pages in Czech, Slovak, and English, with Czech ads achieving a 36% improvement in conversion rates.
- Creative testing: Developed and launched promotional banners offering “–20% for first visit,” resulting in a 0.6 percentage point increase in click-through rates and a 42% rise in leads.
- Analytics dashboard: Created a real-time performance dashboard for increased transparency and quicker decision-making.
Results:
- Cost per lead reduced by 71%, from ₴1,408 to ₴400.
- Achieved 89 confirmed conversions during the campaign period, leading to a 42% increase in leads while maintaining the same ad budget.
- Cost per acquisition decreased significantly from ₴3,503 to ₴226 (a 15.5 times reduction).
- Conversion rate soared by 675%, rising from 1.1% to 8.6%.
- A live analytics system with dashboards and GDPR-compliant tracking was established, enabling a scalable model for multilingual campaigns throughout Europe.