Google Ads for Scottish Beauty Expert
How Qaushik Labs connected beauty-training searches with relevant courses, responsive search ads, Dynamic Search coverage and measured purchases for a training academy serving Glasgow and Aberdeen.
Google Ads Results for Scottish Beauty Expert
22.6K clicks, 264.77 attributed purchase conversions and a reported 20.71× conversion-value-to-ad-cost ratio in the account overview.
Turn Relevant Beauty Training Searches Into Measurable Course Purchases
Scottish Beauty Expert needed to reach prospective students looking for specific training in Glasgow and Aberdeen, guide them to the right course information, and measure purchasing activity consistently.
| Priority | What we focused on |
|---|---|
| Course-specific demand | Search campaigns organised around training categories and relevant course terminology. |
| Relevant landing pages | Destination pages aligned with the training described in ads and searched by students. |
| Broader search coverage | Dynamic Search Ads to support discovery of relevant additional queries. |
| Creative quality | Responsive Search Ads and supporting assets featuring courses and academy locations. |
| Meaningful measurement | A Google Analytics 4 web purchase conversion goal, reviewed alongside cost and conversion value. |
Different Courses, Different Search Intent
Laser training, nails, waxing and beauty therapy are not interchangeable searches. A single generic ad message can dilute relevance across a varied course catalogue.
Segment the catalogue
Different training categories require relevant keywords, messages and course destinations.
Priority: structure Search activity by course intent.
Maintain ad relevance
Creative and landing pages need to reflect what prospective students are actually looking for.
Priority: connect the search, ad and page.
Measure purchases
Traffic metrics alone cannot show whether advertising contributes to tracked course purchasing.
Priority: use purchase-based conversion reporting.
How We Built and Optimised the Campaigns
Seven steps from course-led Google Search campaigns and ad creative to performance analysis and purchase tracking.
Campaign Structure & Search Intent
- Step 01
Organise Google Ads around beauty course categories
We organised Search campaigns around the training people were actively researching rather than relying on one generic academy advertisement.
- Category-led ad groups for laser, nail and broader beauty training searches
- Relevant keywords, course messages and landing-page destinations
- Separate Search and retargeting campaigns for clearer performance reviews
Search campaignsCourse intent
Search performance view, 17 January–16 October 2026: 18.2K clicks, 94.9K impressions and £24.29 reported cost per conversion. - Step 02
Connect keyword intent with relevant course pages
Training-related searches need corresponding courses and easy-to-understand destinations. Keyword diagnostics helped us review the relevance of the ad-to-page journey.
- Keyword-specific course and category destinations
- Examples including beauty therapy courses, waxing courses and eyebrow courses
- Multiple keywords with reported 10/10 Google Ads Quality Scores
Keyword mappingLanding pages
Google Ads keyword report showing final URLs and multiple 10/10 Quality Scores. - Step 03
Expand relevant reach through Dynamic Search Ads
A Dynamic Search Ad group complemented standard keyword targeting by covering variations in how prospective students describe courses.
- 4.25K clicks attributed to the Dynamic Search Ad group
- 54.18 tracked conversions in the subgroup
- £23.01 achieved cost per conversion on approximately £1.25K spend
Dynamic Search AdsSearch coverage
Dynamic Search Ad group, 17 January–16 October 2026; subgroup results are included within wider account reporting.
Creative, Competition & Optimisation
- Step 04
Develop relevant ads for course and location searches
We built responsive search messaging around beauty training categories, hands-on learning and the Glasgow and Aberdeen locations.
- Two visible ads achieved an Excellent ad-strength rating and one was rated Good
- One Excellent-rated ad recorded 5,023 clicks and 19.41% CTR
- Another Excellent-rated ad recorded 2,972 clicks and 21.48% CTR
Ad copyCreative relevance
Responsive Search Ads report; the three visible ads had a combined 20.29% CTR. - Step 05
Monitor auction visibility and refine search terms
Campaign performance was reviewed beyond headline click volumes, including search queries, exclusions, competing advertisers and account changes.
- 82.51% top-of-page rate for the selected Search campaign
- 29.24% absolute-top-of-page rate in the auction insights view
- Keyword removals and final-URL updates documented in account change history
Auction insightsOngoing optimisation
Auction insights for Beauty Campaign 02/05, 17 January–16 October 2026. - Step 06
Review the audience and monthly campaign efficiency
Demographic and period-specific campaign reports provided additional context for optimisation without treating every visitor as a known prospective student.
- Ages 25–44 featured prominently among known ages; many visits were classified Unknown
- September Search conversions: 29.66, up 14.89% in the supplied monthly review
- September Search cost per conversion: £23.55; retargeting issues tracked separately
Audience insightsSeptember review
Audience age distribution from the Google Ads report; the Unknown category remains substantial.
Purchase Measurement & Results
- Step 07
Track course purchases through Google Analytics 4
We configured purchase-based measurement so advertising could be assessed against tracked course purchasing activity, rather than just traffic.
- Primary GA4 web purchase conversion action shown as Active
- 264.77 attributed purchase conversions in the account report
- £195,354.35 recorded purchase conversion value and 20.71× reported value-to-ad-cost ratio
GA4 purchasesAttribution
Google Ads conversion action showing the GA4 web purchase goal marked Primary and Active.
264.77 Attributed Purchases in Google Ads Reporting
The account overview reports £195,354.35 in tracked purchase conversion value and approximately £9.43K in advertising spend, equivalent to a reported 20.71× conversion-value-to-ad-cost ratio. These are attributed advertising metrics, not audited revenue or profit.
Account overview metricReported result
- Attributed purchase conversions264.77
- Recorded purchase conversion value£195,354
- Conversion value / ad cost20.71×
- Account clicks22.6K
- Approximate advertising spend£9.43K
Source: supplied Google Ads account overview (chart labels span January–October 2026). Different Search, DSA and September views use different reporting scopes and are not added to this total. Fractional conversions reflect attribution credit.
| Supporting report | Metrics | Reporting scope |
|---|---|---|
| Search campaign performance | 18.2K clicks, 94.9K impressions, £24.29 cost per conversion | 17 Jan–16 Oct 2026 |
| Dynamic Search Ad group | 4.25K clicks, 54.18 conversions, £23.01 cost per conversion | 17 Jan–16 Oct 2026; subgroup |
| September Search review | 29.66 conversions (+14.89%), £23.55 cost per conversion | September management review |
For beauty training academies, campaign relevance and purchase measurement work together: connect specific course searches to appropriate training pages, expand coverage carefully, then judge results through tracked purchasing activity.
Questions About the Campaign
Planning ads for a beauty training academy? Speak with Qaushik Labs.
What does Scottish Beauty Expert offer?
The academy offers professional beauty training, with course categories including laser, nails, waxing, brows and broader beauty therapies.
Which locations were highlighted?
Glasgow and Aberdeen, Scotland, appear in the training and advertising messages documented in the supplied report.
Why use course-specific ad groups?
They help align keywords, ad copy and landing pages with the precise training a prospective student wants.
What did Dynamic Search Ads contribute?
The Dynamic Search Ad group recorded 4.25K clicks and 54.18 attributed conversions in the reported 17 January–16 October 2026 view. Those subgroup results are not added to the account total.
Does 20.71× mean profit or audited return on investment?
No. It is Google Ads-reported conversion value divided by ad cost, not audited net revenue, profit or return after course-delivery costs.
Were retargeting campaigns also reviewed?
Yes. Retargeting was managed separately. The September review identified destination disapprovals and zero reported retargeting conversions; the report does not establish a completed recovery.
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