Client Overview: BlueSky Nail Academy, Mumbai
BlueSky Nail Academy is a premier training institute specializing in professional nail artistry and beauty education in Mumbai. In a highly competitive beauty education market, BlueSky needed to enhance brand visibility, drive high-intent leads, and optimize their ad spend effectively. That’s where WE Digital Creatives stepped in — bringing strategic Google Ads expertise to the table.
Initial Challenges
- Low brand visibility in Mumbai’s crowded beauty education sector.
- High competition for keywords related to beauty courses leads to inflated CPCs.
- Need for cost-effective lead generation with a limited budget.
Strategy & Execution by WE Digital Creatives
Phase 1: Foundation Building
- Keyword Research: Focused on intent-based keywords like “nail academy Mumbai,” “professional nail course,” and “beauty education Mumbai.”
- Location Targeting: Hyper-focused on Mumbai city-specific targeting to eliminate wasted spend.
- Ad Creatives: Designed compelling ad copies highlighting certifications, career growth, and limited seat offers.
- Campaign Structuring: Separated campaigns by course categories for better control and A/B testing.
- Landing Page Optimization: Ensured ad landing pages were fast, mobile-friendly, and conversion-focused.
Phase 2: Optimization & Scaling
- Bid Adjustments: Implemented day-parting and device-based bidding strategies.
- A/B Testing: Regular testing of ad copies and call-to-action (CTA) buttons.
- Performance Review: Monthly deep dives into metrics to recalibrate strategy based on lead quality and CPC trends.
Google Ads Performance Analysis (Mumbai Focus)
| Month | Amount Spent (Estimated) | Conversions | Clicks | Impressions | CTR (%) |
| Aug 2024 | ₹23535.21 | 17 | 529 | 2381 | 22.22% |
| Sep 2024 | ₹27362.24 | N/A | 592 | 2531 | 23.39% |
| Oct 2024 | ₹23213.63 | 13 | 551 | 2360 | 23.35% |
| Nov 2024 | ₹20107.44 | 18 | 1926 | 10170 | 18.94% |
| Dec 2024 | ₹34939.68 | 28 | 3508 | 16857 | 20.81% |
| Jan 2025 | ₹28302.04 | 19 | 2942 | 17232 | 17.07% |
| Feb 2025 | ₹11370.84 | 23 | 1182 | 14726 | 8.03% |
| Mar 2025 | ₹30916.80 | 21 | 720 | 11854 | 6.07% |
Performance Trends
- High CTRs (~22%-23%) from August to October.
- Sharp CPC drop after November, optimizing cost efficiency.
- February and March experienced CTR drops but a strategic recalibration was initiated.
Industry Benchmark Comparison (Beauty Education Industry)
- Avg. CPC: Industry Benchmark ₹10–₹25 vs. BlueSky Campaign optimized to ₹9.62.
- CTR: BlueSky Campaigns consistently outperformed industry CTR benchmarks (3%-5%).
Key Insights & Optimizations
- Audience Refinement: Led to a 75% reduction in CPC.
- Creative Refresh Cycles: Maintained high engagement.
- Budget Allocation: Prioritized high-performing campaigns.
Results & Impact Summary
- Impressions scaled up by 6X from August to December.
- Conversions nearly doubled from August to December.
- Average CPC dropped significantly, optimizing lead acquisition costs.
- Phone call tracking enhanced post-November for better lead capture.
Conclusion: A Winning Growth Story
Through strategic keyword targeting, smart bidding adjustments, creative experimentation, and laser-sharp location targeting, WE Digital Creatives successfully helped BlueSky Nail Academy dominate Mumbai’s beauty education search space.
The academy witnessed higher visibility, better lead flow, and a significant drop in lead acquisition costs, proving the success of performance marketing when done right.
