Tattoo Studio - Google Maps Ads & Local Bookings Campaign

Like many tattoo studios, the client had strong visual work but needed more control over enquiry volume. The main challenges were: • Booking demand was inconsistent • Social media reach was unpredictable • The studio needed more enquiries from people actively looking for tattoo appointments • The website needed to support enquiries better on mobile • The studio wanted to avoid wasting money on broad traffic from people only browsing tattoo ideas Tattoo studios are different from many other local businesses. People do not usually book without first checking the quality of the artists, the location, reviews, and how easy it is to contact the studio. This meant the campaign could not just send traffic to a basic website. The whole journey had to feel clear, local, and easy to use. The Goal: The goal was simple: generate more high intent tattoo booking enquiries while keeping the cost per click low. The campaign needed to support the studio by: • Reaching people searching for tattoo studios in Edinburgh • Driving calls, website visits, and booking form submissions • Improving local visibility on Google Maps • Reducing wasted clicks from broad tattoo searches • Helping keep resident artists fully booked

We focused on two main areas: the website journey and local Google Ads. 1. Improved the Website Journey The website needed to make it easy for people to move from interest to enquiry. We focused on making the customer journey clearer, especially for mobile users. This included making artist work easier to view, making booking buttons more visible, and improving the path from portfolio browsing to enquiry. For a tattoo studio, this is important because users often compare artists before they enquire. If they cannot quickly see the quality of the work or find the booking option, they may leave and contact another studio. 2. Strengthened the Booking Path A basic contact form is often not enough for tattoo enquiries. Tattoo customers usually need to share details such as tattoo style, placement, size, preferred artist, reference images, and availability. If the form does not collect this information, the studio has to spend time asking for it later. We helped create a clearer enquiry path so the studio could receive more useful booking requests from the start. This made the process easier for customers and reduced unnecessary admin for the studio. 3. Connected Google Business Profile With Google Ads We linked the studio’s verified Google Business Profile with Google Ads so the campaign could use location assets. This allowed the ads to appear in local search areas where people were already looking for nearby tattoo studios. For a local tattoo studio, this is especially valuable because many customers search directly on Google Maps or through map based results before deciding who to contact. 4. Ran Targeted Local Google Ads Instead of targeting broad tattoo keywords, we focused on local commercial intent. The campaign targeted searches related to people looking for a tattoo studio, tattoo shop, or tattoo artist in the local area. Examples of search intent included: • Tattoo shop Edinburgh • Tattoo studio Edinburgh • Tattoo artist near me • Best tattoo artist near me • Walk in tattoo shop • Custom tattoo studio The campaign was built around people who were more likely to take action, not people casually browsing tattoo designs. 5. Focused on Local Actions The campaign was optimised around actions that mattered to the studio. These included: • Phone call clicks • Mobile enquiry form submissions • Website visits from local searches • Direction requests • Local map interactions This helped the studio understand whether the campaign was creating real booking demand, not just traffic.

The campaign produced strong results. The average cost per click settled at £0.32, which is very low for local search traffic. More importantly, booking enquiries increased enough to help keep the resident artists’ calendars full. The studio also benefited from clearer enquiries because the website journey and booking path helped filter out lower quality messages. Why It Worked: The campaign worked because it matched real customer behaviour. People looking for tattoos usually want quick answers: • Is the studio close to me? • Does the work look good? • Do they have good reviews? • Can I see the artists? • Can I contact them easily? • Can I book without a long process? By improving the website journey and targeting local searches through Google Maps and Google Ads, the studio became easier to find and easier to contact. The campaign also avoided wasting budget on broad searches from people who were only looking for tattoo ideas, inspiration, or general information. The Takeaway: For tattoo studios, local demand already exists. The challenge is making sure the right people find the studio at the right moment. A strong tattoo marketing setup does not need to be complicated. It needs to connect three things: • Local search visibility • A clear website journey • A simple booking path When those parts work together, a tattoo studio can generate more consistent enquiries and keep artists booked with better quality appointments. This case study shows how targeted local Google Ads and a better website journey helped an Edinburgh tattoo studio increase booking demand while keeping the average cost per click at just £0.32.