Google Ads Strategy & Results:
NappStar is a natural hair care brand specializing in locs, offering salon services, hair products, and extensions across multiple U.S. locations including NYC, Atlanta, Baltimore, and DMV. The brand operates a hybrid model of eCommerce and salon services, supporting customers through every stage of their loc journey—from starter locs to maintenance and styling.
Objectives
- Drive online purchases (products & extensions)
- Increase bookings for salon services
- Scale revenue across multiple cities
- Improve return on ad spend (ROAS)
Strategy Implemented
1. Performance Max–Driven Scaling
Heavy use of Performance Max campaigns to capture demand and drive eCommerce growth:
- Captured demand across Search, Display, YouTube, and Shopping
- Leveraged product feed for eCommerce growth
2. Multi-City Campaign Segmentation
Campaigns were segmented by location (NYC, Atlanta, Baltimore, Waldorf):
- Enabled localized targeting and messaging for higher relevance in each market
3. Search Campaign for High Intent
Dedicated search campaign (“General Main Search”) targeted users actively searching for:
- “loc retwist near me”
- “loc extensions”
- “starter locs”
4. Full-Funnel Approach
Structured campaigns to guide the user journey:
- Top funnel: Performance Max for awareness & discovery
- Mid/Bottom funnel: Search campaigns capturing high-intent conversions
- Remarketing: Re-engagement across the Google network
Results Achieved (Jan 1 – Apr 19, 2026)
Overall Account Performance
- Impressions: 1.7M+
- Clicks: 44,000+
- Total Conversions: 3,497
- Phone Calls Generated: 794
- Total Ad Spend: $37,008
- Conversion Value Tracked: $35,210+
- Average CPC: $0.83
- CTR: 2.6%
Campaign Highlights
- Search Campaign (Top Performer): 28.36% CTR (exceptionally high), 1,076+ conversions, 214 phone calls. (Strong intent-based traffic driving bookings)
- Performance Max – Baltimore & Atlanta: Delivered 599 and 427 conversions respectively. (Key growth drivers for regional expansion with efficient scaling and strong engagement)
- PMax Purchase Campaign: 1M+ impressions, 11,000+ clicks, Generated $12,500+ revenue. (High-volume awareness + eCommerce revenue driver)
Key Insights
- Search = Highest Intent & ROI: The search campaign significantly outperformed others in CTR and conversion rate, proving that service-based queries (locs, retwist, extensions) are highly intent-driven.
- Performance Max Scales Multi-Location Brands: Segmenting campaigns by city allowed better budget allocation and improved relevance across markets.
- Hybrid Business Model Wins: NappStar’s combination of services + products enabled revenue from both bookings and eCommerce—maximizing ad efficiency.
- Strong Brand Demand: High CTR and conversion rates indicate strong brand recognition and demand within the loc community.
Conclusion
NappStar successfully transformed Google Ads into a scalable growth engine, generating nearly 3,500 conversions and over 790 calls in under 4 months. By combining high-intent search campaigns, Performance Max for scale, and location-based targeting, the brand achieved strong performance across both service bookings and product sales. This case study highlights how Google Ads can effectively drive growth for beauty brands with both local services and eCommerce offerings, especially when backed by a strong niche identity like loc-focused hair care.
