01Client
Beauty Atelier IN
02Timeline
Build 2024 — full retainer since, ads under management since Jun 2026
03Tech Stack
Google Ads, Google Business Profile, Structured data +3 more
04Live Site
Visit →00In Brief
What
Beauty Atelier IN is a luxury beauty studio in Silistra, Bulgaria — microblading, permanent makeup, lash and skin treatments — run on a full GoSmartR retainer: we built the bilingual site and we operate everything around it — maintenance, a refreshed brand mark, managed Google Ads and monthly content.
What was hard
A premium local business whose bookings all land on the owner’s phone: no attribution, ads bidding against themselves on the same keywords, a 65km targeting radius quietly serving Bulgarian-language ads into Romania, and a legacy gold-script logo that vanished at favicon size. The job was to run the digital side like an operator, so the owner never has to.
How
We restructured the two Smart campaigns so they stop competing (research intent vs near-me intent), cut targeting to the five towns clients actually travel from, closed negative-keyword leaks, and rebuilt the mark as a minimal Cyrillic ИН monogram tested down to 32px. Under the retainer the site gets structural care — cache-busting pipeline, social cards fixed across 37 pages, structured data kept consistent — plus monthly Bulgarian-language articles mapped to the high-value treatments.
Result
To 12 August 2026 the managed campaigns have produced 77 tracked calls and over 1,500 visit-intent actions on £821 of all-time spend — with 133 tracked lead actions (calls + website conversions) landing at roughly £6 each, and the studio’s 5.0-rated, 34-review Google presence finally consistent everywhere it appears.
01The Challenge
Beauty Atelier IN is a premium studio whose reputation was ahead of its digital layer. Bookings arrived by phone and WhatsApp with no way to tell which channel earned them; two Google Ads Smart campaigns bid on the same keywords and split their own conversion data; a 65km radius served Bulgarian-language ads across the Romanian border; and the ornate gold-script logo disappeared at the sizes Google actually renders. The owner’s craft deserved an operator on the digital side — not another dashboard she would have to run herself.
The Design
02The Approach
We run it as a retainer, end to end. The two campaigns were split by intent — the website campaign keeps high-ticket research terms (microblading, permanent makeup, lamination), the Business Profile campaign keeps near-me searches — with targeting cut from a 65km circle to the five towns clients travel from, and negative-keyword leaks closed at the root token. The identity was rebuilt as a minimal Cyrillic ИН monogram in a jewellery register, verified at every size down to the 32px favicon, and shipped as a complete asset suite. Under the same retainer the site gained a hash-derived cache-busting pipeline (883 references across 38 pages), corrected Open Graph cards on 37 pages, consistent structured data, and a monthly Bulgarian-language article mapped to the treatments with the highest lifetime value.
The Solution
01
Ads Run by Intent, Not Hope
Two campaigns with separated keyword themes so they never bid against each other, targeting matched to real travel-willingness, and negatives that close whole token families — spend goes to the five towns that book, in the language they search in.
02
A Mark That Survives 32px
The legacy gold-script logo was rebuilt as a minimal Cyrillic ИН monogram — correct И geometry verified pixel-by-pixel, tested at favicon size, delivered as SVG masters plus a full raster suite in ink, champagne and cream.
03
Structural Care, Not Tickets
Cache-busting derived from file hashes so returning visitors never see a stale stylesheet, social cards normalised across 37 pages, review counts kept consistent between site, schema and Google — found and fixed under the retainer before the client ever noticed.
Whatever I say won't be enough to describe the professional excellence and exceptional client care. The atmosphere is impeccably clean and you return with pleasure every time.
Mihaela Kishisheva
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