How we reduced the cost per lead by 71% and built a scalable advertising strategy for a laser hair removal studio in Europe. Case Study: Laser Brno

At the start, Laser Brno was already providing a high-quality service, but its advertising did not reflect that level. It operated unsystematically, the cost of customer acquisition was sky-high, and analytics were almost absent. The clinic’s owner couldn’t forecast workload or plan revenue — leads were coming in irregularly, and the launch in a new city (Bratislava) was at risk.

📌 Task: completely rebuild the process — from tracking to the account structure in Google Ads. Without transparency and hypotheses, it would have been just another budget drain. We approached the project as a system, not just campaign launches.

1. Starting with Hypotheses: PMax + Search

We initially launched two campaigns in parallel: Performance Max and Search. Why?

🔎 PMax immediately covered visual formats, Google Maps, YouTube, and search — this gave fast reach and brought the first leads.

🔎 Search campaign tested hypotheses: which queries people use, CPC, and how they converted. The result showed: almost no conversions, high CPC. We turned off the campaign but kept the semantics for analysis.

💡 According to Think With Google (2023), advertisers using Performance Max receive on average 13% more conversions at the same cost. But only with a quality feed and set-up analytics — that became our priority.

2. Set Up Tracking and Infrastructure According to EU Requirements

At the start:

🔹 GTM wasn’t installed on all pages.

🔹 No cookie banner (GDPR violation).

🔹 Chat events and phone number clicks weren’t tracked.

👉 This meant that even if someone submitted a lead, we might not see it.

What we did:

▪️ Installed and tested Google Tag Manager on all pages.

▪️ Added a cookie banner according to GDPR.

▪️ Set up events: clicks, leads, scroll, time on page.

▪️ Connected chat to Google Sheets — now chat leads (up to 20%) are also tracked.

💡 According to Zoho CRM, up to 30–40% of potential clients can be lost due to missing or incorrect tracking. Europeans, on average, make 5–8 touchpoints before submitting a lead (HubSpot data). We added analytics at every stage.

3. Tested the Language Hypothesis — and Strengthened the Best Links

Hypothesis: ads in the local language (Czech in Brno, Slovak in Bratislava) will perform better.

✅ It proved true: in Brno, CPL was almost 2x lower than in Bratislava, where campaigns initially ran in English. We rewrote creatives, adapted the landing page, and strengthened local language usage. Conversion rose by 36%.

In parallel, we launched an English-language campaign for expats in Brno. The first leads came within 5 days.

4. Launched Offer Banners — Saw +42% Leads

We tested whether offer banners work better than neutral ones. We created banners with a 20% discount for the first visit and launched them in rotation.

📈 Result:

✔️ +42% more leads at the same budget

✔️ CTR up by 0.6 pp

✔️ CPA down by 28%

✅ Simple, concrete offers work best — and that’s what we used.

In the first weeks of campaign launches, we saw big variability in CPC, number of leads, and conversion rate. Detailed reporting made it possible to identify which campaigns worked and which only burned the budget.

🔷 CPC: average CPC for the period was ₴10.51; in some campaigns, it dropped to ₴2.27 (EN PMax), while in Search campaigns it reached ₴24.44. This allowed us to balance traffic volume and quality.

🔷 Conversions: from 1 at the start (Jan 20, 2025) to 24 at the peak (Mar 10, 2025), and in total — 89 confirmed conversions.

🔷 CPA (cost per acquisition): at the start — ₴3,503, at the peak — just ₴226. The average CPA for the period was ₴641, below the European market average for beauty/aesthetic services (₴950–₴1,200).

🔷 Spend dynamics: total spent — ₴57,000, with over 50% of weeks being efficient (CPA < ₴300).

🔷 Conversion Rate (CR): steadily grew from 1.11% to 8.61%. This clearly shows traffic quality improved after campaign optimization, language adaptation, and better creatives.

The chart clearly shows CPA dropping and leads steadily growing: from 1 conversion at ₴3,503 CPA to 24 conversions at ₴226 CPA (week of March 10).

Weekly analytics let us adjust budgets, exclude ineffective keywords, scale what worked, and make decisions fast. This reporting became a key factor in +300% ad efficiency growth.

▪️ The client moved from a reactive model to planned workload.

▪️ Lead forecasts one month ahead are now possible.

▪️ A scaling plan is ready for English-speaking audiences and 2 new locations.

▪️ A dashboard system was created — the client now sees budgets, leads, and campaign efficiency in real time.

Visuals in laser hair removal ads are critically important. People choose not only by price but also by perceived safety, service quality, and brand impression. We factored this in when preparing banners and ad copy.

What We Tested:

1. Classic banners without offers: body area photos, minimal text, neutral palette.
2. Offer banners with 20% discount: short text, emphasis on discount number, light background, focus on face/body.
3. Localized banners: in Czech, Slovak, and English, adapted per geography.
4. Social proof banners: customer quotes, rating “4.9/5,” “1000+ procedures.”

Why Offer Banners Worked:

🔶 Urgency trigger: limited-time discount.

🔶 Clear benefit: user sees real savings.

🔶 Low cognitive barrier: simple, clear, fast.

CTR of these creatives was on average 0.6% higher, and cost per lead was 28% lower.

1. Audit account and site
   • Check pixel, events, cookie banner (mandatory in EU!)
   • Tools: Tag Assistant, GTM Preview, GA Debugger
2. Start with PMax + Search
   • Provides both reach and focused analytics
   • Evaluate by CPL and engagement
3. Set up analytics
   • Add events: form, call, chat, scroll, time
   • Don’t ignore chats — up to 20% of leads come from there
4. Test languages
   • Local language often 1.5–2x more effective
   • Experiment with English-speaking expats
5. Use offer banners
   • Simple promotions (-20%) boost CTR and conversions
6. Show numbers to the client
   • Dashboards, screenshots, reports = trust, not just reporting

Laser Brno’s ads weren’t just optimized campaigns. This is an example of how a systematic approach transforms chaos into a clear marketing engine.

At the start, ads lacked tracking, leads were irregular, CPL was over ₴3,500, and there were no tools for scaling. After just 11 weeks we had a completely different picture:

• Reduced CPA from ₴3,503 to ₴226 — a 15.5x decrease.
• Generated 89 confirmed conversions with a ₴57,000 budget.
• Increased leads from 1 to 24 per week.
• Boosted CR 7.8x — from 1.1% to 8.61%.
• Built a complete analytics structure: dashboards, cookie banner, GTM, tracked all events.
• Expanded geography and launched into a new language audience (English-speaking expats).
• Identified the most effective creatives that delivered +42% more leads without raising the budget.

This case proves that even in the highly competitive beauty niche, scalable results are possible without increasing budgets. All you need is a team that doesn’t just press “launch ads” but engineers marketing as a system: analytical, flexible, manageable.

At Atlant.Digital, we specialize in building systematic advertising for small and medium businesses. We work with companies in the EU, US, and Ukraine. Our goal is not just to launch ads but to make them a source of growth: measurable, scalable, and stable.

🔍 Want the same strategy for your business? Leave an application. We’ll run an audit, identify growth points, and show you how your ads can drive results instead of costs.

📩 Contact us at atlant.digital

🎯 Advertising is not a game of luck. It’s a precise system. We help you build it.