Beauty & Personal Care
+$4.2MRevenue, +316K Units
Traffic was climbing faster than the revenue it was producing.
Read the case studyGoogle Ads for booking-driven businesses
Google Search campaigns on the searches event planners use to book acts and speakers, by city and country, with calls and booking forms tracked as conversions so the spend is judged by booking requests and bookings won, not by clicks. For mentalists, magicians, hypnotists, corporate comedians and keynote speakers who sell bookings through their own website.
Loading Google Ads Lead Generation hero image
What’s included in Google Ads Lead Generation
Search campaigns on the searches planners use to book
Campaigns built on the phrases planners type when they are booking, not browsing: the act and the event, by city and by country. For example "corporate mentalist", "magician for corporate events" or "keynote speaker for sales kickoff".
- Campaigns by act, event type and location
- Budgets set for the markets the act travels to
- Ads written to the planner's brief: the event, the audience, the date
Calls and booking forms tracked as conversions
Calls from ads and booking forms sent are counted as conversions, so the spend is judged by booking requests and bookings won, not by clicks.
- Calls from the ads and the website tracked
- Booking form submissions tracked
- Bookings won recorded against the campaigns that brought them
A landing page built for planners
The page a planner lands on answers what a planner checks before asking for a date: the act on video, who has booked it, what they said, and how to enquire, with the booking form near the top.
- The video reel at the top of the page
- Client names and testimonials the act supplies
- The booking form near the top
Exclusions for searches that rarely book
Negative keywords keep the budget off searches that look close and rarely book: how-to tutorials, TV shows, and kids' parties or public-show tickets where those are not the act's market. A search for "mentalist" also matches the TV series The Mentalist, and those searches are excluded from the start.
- Tutorial and how-to searches excluded
- TV and show searches excluded
- Kids' parties and ticket searches excluded where they are not the market
YouTube and remarketing with the act's reel
Planners who have already visited the act's website see the video reel and testimonials again on YouTube and across Google's network while they decide.
- Remarketing to planners who visited the site
- YouTube ads cut from the act's reel
- Testimonials shown beside the reel
Your account, your billing, a monthly report
The Google Ads account stays in the client's name and on the client's billing. Xcelerate Brands works through manager access the client can remove at any time, and sends a short monthly report on spend, booking requests and bookings won.
- Account and billing in the client's name
- Manager access the client can remove at any time
- A monthly report: spend, booking requests, bookings won
How it works
- 01
Look at the website and any account
We review the act's website, its booking form and any existing Google Ads account, and the searches planners make for the act in the markets it serves.
- 02
Set up the tracking
Calls and booking forms are set up as conversions before any budget is spent, so the first report already counts booking requests.
- 03
Build the campaigns and the exclusions
Search campaigns by act, event type and location, with the exclusions for searches that rarely book in place from the first day.
- 04
Build or improve the landing page
The page planners land on gets the reel, the client names and testimonials, and the booking form near the top.
- 05
Run, report and adjust
Budgets and bids follow booking requests, not clicks, and a short monthly report shows spend, booking requests and bookings won.
Frequently asked questions
Owner-operated acts and speakers who sell bookings through their own website: mentalists, magicians, hypnotists, corporate comedians and keynote speakers, in the US, the UK and Europe. If a booking request from your website is how you get work, this is built for you.
In several ways, and about half use search. In US speakers bureau BigSpeak's 2024 survey of people who book keynote speakers, 49% said they find speakers through a Google or Bing search, and 67% each through a bureau they have used and through personal recommendations. Most start looking early: 40% two to three months before the event and 30% four to six months out.
The eCommerce service runs Shopping, Performance Max and product feeds against an online store's margins. This one has no store: it runs Search, YouTube and remarketing against booking requests from the website's calls and booking form, and reports bookings won.
You do. The account stays in your name and on your billing, and Xcelerate Brands works through manager access you can remove at any time.
Because a search for "mentalist" also matches the TV series, and those people are not booking an act. The same goes for magic tutorials and, where they are not your market, kids' parties and public-show tickets. Excluding them from the first day keeps the budget on planners.
That depends on your act, your markets, your website and your budget, so we do not put a number on it in advance. What we commit to is the method: campaigns on the searches planners make, every call and booking form tracked, and a monthly report on spend, booking requests and bookings won.
Ask for a free Google Ads audit. Send your website and, if you have one, access to your existing Google Ads account, and we will show you the searches planners make for your act and what we would change first.
Other services we offer
- Google Ads
Google Ads
Google Ads management for eCommerce: Search, Shopping, Performance Max and feed optimisation, run against contribution margin rather than platform ROAS.
Learn More - Conversion Rate Optimization
Conversion Rate Optimization
Conversion rate optimization for eCommerce: funnel analysis, page and offer work, checkout friction and testing that reaches a decision.
Learn More - Meta Ads
Meta Ads
Meta ads management for eCommerce: Facebook and Instagram campaigns, catalogue and dynamic ads, Conversions API and creative testing, run on margin.
Learn More
Guides on Google Ads Lead Generation
What we have written about the work, for anybody weighing it up before they ask us.
Our work for online brands, on real accounts
Want this run properly on Google Ads Lead Generation?
Tell us where you are on Google Ads Lead Generation and we will tell you what we would change first, before you commit to anything.