Primp and Blow is a multi-location blow dry bar salon looking to grow its client base across Phoenix and Scottsdale. In the highly competitive beauty services market, standing out on Google requires precision targeting, the right ad formats, and a messaging strategy that speaks to a specific, style-conscious clientele.
Multi-location businesses face a unique challenge: budget fragmentation. The previous setup treated all locations as identical, missing the demographic nuances between neighborhoods and losing spend to broad, non-converting traffic.
Campaigns ran 7 days a week with heavier budget Thursday–Saturday (peak days). Ad scheduling tied to booking availability. Call extensions linked directly to each location's booking line.
1,100+ appointment bookings, 750+ direct phone calls, and 2,600+ directions requests across all locations — indicating genuine in-person intent that translated to revenue.
Strategy Breakdown
Restructured the account around a multi-location architecture giving each location its own budget allocation based on historical conversion volume.
Targeted service-specific keywords at each location level — 'blow dry bar Scottsdale,' 'wedding hair Phoenix,' 'blowout near me' — rather than generic beauty terms.
Added call-only campaigns to capture the high-intent searcher who prefers calling over filling out a form.
Implemented remarketing to re-engage past site visitors with promotions for their second visit.
"Our locations were competing against each other. Brett fixed that and gave each one its own growth engine."
Key Results
Multi-Location Scale
Grew all locations simultaneously without cannibalizing between them
New Client Pipeline
Consistent acquisition of first-time clients who became repeat bookings
2,600+ Directions
Directions requests signal genuine intent — these are customers who showed up
Campaign Types Used
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