Google Ads Case Study: 192 Conversions for Sona Medical Pedicure

Ad examples

Meta ads for a medical pedicure, not a standard nail salon. Auto-scrolls - hover to pause.

The situation

Sona Medical Pedicure is a medi-pedi practice in Marietta and East Cobb, Georgia. Patients come in for foot and nail conditions. A cosmetic polish visit is a different business, and the practice does not run as a standard nail salon.

Paid search started from an empty account. The first leads were the wrong appointment: people looking for an ordinary nail service. Those calls do not become the consult this practice is built for, and the front desk can tell on the first sentence.

The insight

More traffic would have made the mismatch louder. The query list had to describe the medical service, and ordinary nail searches had to come out as they appeared.

Meta and Google were given different jobs. Meta introduced the practice to people who did not have a query yet. Google caught people already searching for a foot or nail condition. A script reads new search terms through the week. Once a week it splits that list into two tiers, high-performing and low-performing, and the review starts from the split.

What we deployed

Search campaigns were built around medical foot and nail conditions, not around a generic salon pedicure query. When a term was someone shopping for a normal nail appointment, it went on the negative list. The list was not a single upload. It grew from the terms that actually came in during the first weeks, which is when the mismatch was loudest.

The script does a daily pass on new terms and a weekly split into two tiers, high-performing and low-performing. That split is the menu used to decide what stays active and what gets negated or rewritten. On this account the script did most of the sorting. The buyer was not starting from a raw search-term export each week.

Facebook was the top of the funnel: the ad introduces a medical pedicure to people who are not searching yet. Google was there to catch the search that follows, once the person has a condition in mind. The handoff only works if the Google query is medical. Otherwise the awareness spend just manufactures more salon calls.

The Meta ad in the files offers medical pedicures with no prescription required, and a book-now button to sonamedicalpedicure.com. Facebook's job was awareness. Google's job was the search that follows. The practice reported that lead quality improved once the queries matched the medical service, and that the account was where they wanted it after about a month of this setup.

Search-term sorting like this sits under AI automation. The media plan sits under paid advertising. Other studies are on the case study index.

Results

Google Ads, account name Sona Medical Pedicure, Oct 1, 2024 through Jun 30, 2025: 192.01 conversions, 4.41K clicks, 86.9K impressions, and $4.41K cost. The screenshot has no prior period, so this page does not claim a lift.

Lead quality is the change the practice reported. No percentage for that change is on file.

A Meta export in the same files shows call campaigns across Jul 18, 2022 through Aug 18, 2025. One bottom-of-funnel row reads 49 results at $6.34 per 20-second call. The results column is cropped, so those rows are not added up.

Why it worked

The query had to be the same visit The service and the search term had to be the same kind of visit. Medical language in the keyword list, and negatives on ordinary nail queries, changed who reached the front desk.

The channels had different jobs The channels were not asked to do the same job. Awareness stayed on Meta. Appointment intent stayed on Google.

The weekly split kept the review small The weekly two-tier script kept the review small. High-performing terms stayed in the working list. Low-performing terms were the edit list. That sort is what made the first month usable.

← All case studies · Related service →