Search ads for beauty salons: hot service queries turned into bookings.
Someone searching 'laser hair removal Almaty price' or 'eyelash extensions nearby' is already choosing a master. We run Google Ads for those queries, send traffic to service landing pages with prices and booking, and track calls and bookings per keyword.
Search advertising in the beauty niche targets hot demand: queries with a service and price signal readiness to book within the next few days. This works especially well for high-ticket, considered-purchase services — laser hair removal, cosmetology, keratin straightening, hair extensions. Manicure and haircut clients more often choose through Instagram, where targeting is more effective.
In Kazakhstan the bulk of search volume is on Google, so we start with Google Ads: search campaigns by service, local campaigns with maps, remarketing. We add Яндекс Директ second — it provides additional traffic for Russian-language queries in Алматы and the north of the country.
Calls are tracked with call tracking, bookings via CRM: the report shows the cost per booked client by query group, and the budget is redistributed to wherever the client is cheapest.
What's included in salon search ad management.
Service queries with cost-per-click data; negatives like 'training', 'courses', 'jobs', 'free' to avoid paying for irrelevant clicks.
Separate campaigns for laser hair removal, cosmetology, hair, nails, local queries and brand; separate budgets and bids.
Headlines with 'from' pricing, promotions, master name or certificate; extensions — address, phone, service links, rating.
A page for each advertised service with price, master, portfolio and booking — instead of the site's home page.
Google Business Profile and maps: show the salon on the map for 'nearby' queries, directions and a call in one tap.
Dynamic numbers per campaign, call recording, assessment of administrator response speed and quality.
Bring back visitors who came to the site but didn't book: display and search remarketing with an offer.
Cost per call, cost per booking, cost per arrived client by campaign and keyword; weekly budget reallocation.
Campaigns and queries.
- Search 'Laser hair removal': price, zones, full-body, instalment plan
- Search 'Cosmetology': facial, peeling, mesotherapy, hardware treatments
- Search 'Hair': colouring, keratin, extensions, haircut price
- Search 'Lashes and brows': extensions, lamination, microblading
- Search 'Local': beauty salon + district/street/nearby
- Brand: salon name and masters
- Google local campaigns (maps)
- Remarketing: site visitors without a booking
- Яндекс Директ: duplicates of priority campaigns for ru-language queries
Search advertising restrictions for cosmetology.
Google requires licence verification for advertising medical cosmetology services and prohibits promising specific treatment outcomes. Яндекс requires a licence and a contraindications disclaimer for hardware procedures. We gather the documents, go through verification and write ads that comply with platform requirements from the start — the account isn't blocked and ads aren't rejected in a loop.
What a client from search ads costs.
Kazakhstan benchmarks: a click on manicure and haircut queries — ₸80–₸250; on laser hair removal and cosmetology — ₸300–₸900. A call or lead — ₸2,000–₸6,000 for nail and hair services, ₸5,000–₸15,000 for cosmetology and hair removal. A booked client costs 1.5–2× more than a lead. With an average laser hair removal course in the tens of thousands of tenge, this pays off — provided the administrator answers calls promptly.
What affects management pricing.
Management on one platform for one salon — ₸150,000–₸250,000 per month; Google and Яндекс together, multiple locations or two languages — ₸250,000–₸400,000. Ad budget is separate, minimum ₸200,000 per month; for cosmetology and laser hair removal in Алматы — from ₸250,000. Setup is included in the first month; one-time setup without ongoing management — ₸150,000.
Service landing pages are quoted separately as landing pages. General terms on the search advertising page.
The short version.
How much does search advertising for a beauty salon cost?
Management from ₸150,000/month plus budget from ₸200,000/month. For cosmetology and laser hair removal in Алматы the budget starts at ₸250,000. Setup is included in the first month.
For which services does search work better than targeting?
For high-ticket, considered-purchase services: laser hair removal, cosmetology, keratin straightening, hair extensions. Manicure and haircut clients more often choose through Instagram — targeting is more effective there.
Can ads send traffic to the home page?
They can, but conversion from the home page is 2–3× lower than from a service landing page. We usually build 2–3 landing pages for priority services in 1–2 weeks in parallel with setup.
How do you measure results?
Call tracking counts calls by campaign, CRM counts bookings and arrived clients. The report shows cost per client by service and keyword — not clicks.
Is a licence required to run cosmetology ads?
Yes, Google and Яндекс request a medical licence for cosmetology procedure advertising. We help gather the documents and complete verification in 3–7 days.
Same service for other industries
Want clients from hot search queries? Send us your service list — we'll calculate the budget and forecast.
Tell us your city, priority services, current website and budget. We'll reply with a cost-per-client forecast and campaign plan within 1–2 business days.