BlueSky Nail Academy, a premier training institute in professional nail artistry and beauty education, sought to strengthen its digital footprint in Mumbai — a market dominated by competitive beauty and cosmetology institutes. With high CPCs, saturated search terms, and limited brand visibility, the academy required a performance-focused, cost-efficient campaign strategy. WE Digital Creatives stepped in to deliver a structured, ROI-driven Google Ads program that reshaped their lead generation pipeline.
Our team began by conducting deep market and keyword analysis, identifying clear intent-driven searches such as “nail academy Mumbai,” “professional nail course,” and “beauty education Mumbai.” The strategy centered on high-intent campaigns, sharp location targeting, and ad copies that highlighted career benefits and certification advantages. Dedicated landing page improvements ensured faster load speeds, mobile responsiveness, and stronger conversion paths. As the campaign progressed, we executed continuous optimization cycles — bid adjustments, A/B testing, day-parting, and creative refreshes — enabling BlueSky to scale while maintaining cost efficiency.
Google Ads Performance Comparison Chart – Mumbai Campaign
| Month | Amount Spent (₹) | Conversions | Clicks | Impressions | CTR (%) | Performance Summary |
| Aug 2024 | ₹23,535.21 | 17 | 529 | 2,381 | 22.22% | Strong CTR driven by hyper-local ads and high-intent keywords. |
| Sep 2024 | ₹27,362.24 | N/A | 592 | 2,531 | 23.39% | Highest CTR, indicating strong relevance and ad resonance. |
| Oct 2024 | ₹23,213.63 | 13 | 551 | 2,360 | 23.35% | Consistent engagement with category-separated campaigns. |
| Nov 2024 | ₹20,107.44 | 18 | 1,926 | 10,170 | 18.94% | Scale achieved through optimized bidding and creative refresh. |
| Dec 2024 | ₹34,939.68 | 28 | 3,508 | 16,857 | 20.81% | Best conversion month with 6X growth in impressions. |
| Jan 2025 | ₹28,302.04 | 19 | 2,942 | 17,232 | 17.07% | Stable performance with smart budget allocation. |
| Feb 2025 | ₹11,370.84 | 23 | 1,182 | 14,726 | 8.03% | CPC drops sharply due to audience refinement. |
| Mar 2025 | ₹30,916.80 | 21 | 720 | 11,854 | 6.07% | CTR dip due to competitive surge; strategy recalibrated. |
Key Comparisons at a Glance
- Highest CTR:September (23.39%)
- Best Conversion Month:December (28 conversions)
- Lowest Spend with Strong Impact:February (₹11,370.84 with 23 conversions)
- Strongest Traffic Month:December (3,508 clicks)
- 6X Growth in Impressions:August → December
- Consistent CTR Above Benchmark:Every month exceeded the 3–5% industry standard
Strategic Shifts Implemented
- Hyper-local Mumbai city targeting to eliminate irrelevant traffic
- Campaign segmentation by course categories for higher control
- Continuous A/B testing of creatives and CTAs
- Device-based bid adjustments and day-parting improvements
- Landing page optimization for faster, mobile-first conversions
- Enhanced phone call tracking post-November for better attribution
Outcome: Dominating Mumbai’s Beauty Education Search Space
The Mumbai campaign demonstrated exceptional performance across CTR, traffic scale, and conversion efficiency. By December, impressions grew sixfold, conversions nearly doubled, and CPC dropped significantly due to refined audience segmentation and optimized bidding. Even when CTR dipped in February–March, rapid strategy recalibration ensured stable conversions and sustained ROI.
Grounded in EEAT principles — expert-led strategy, transparent reporting, accurate performance measurement, and strong trust-building execution — WE Digital Creatives helped BlueSky Nail Academy build a dominant presence in Mumbai’s beauty education landscape. The academy achieved higher visibility, stronger inquiry pipelines, and a substantial reduction in acquisition costs, showcasing how strategic performance marketing delivers tangible growth.
