Successfully Scaling Booksy’s B2B Search Ads to Drive More Merchant Registrations

Booksy is a leading platform that helps service‐based businesses—from salons to barbershops—manage appointments and day‐to‐day operations.

Our Approach

1. Consolidated Search with a tCPA Portfolio & Shared Budget
   • Grouped non‐brand Search campaigns under a single portfolio bid strategy (target CPA).
   • Limited broad match overspend with max CPC limits.
   • Used a shared budget enabling top‐performing campaigns to scale automatically and without limits set by manual suboptimal budget allocation.
2. Transitioned to Broad Match (Controlling Brand & Irrelevant Searches)
   • Adopted broad match to capture more long‐tail, high‐intent queries.
   • Deployed strategic negative keywords to filter out B2C and low‐intent traffic.
3. Competitor Landing Pages & Aggressive Pinning
   • Created competitor‐focused landing pages highlighting Booksy’s advantages, winning features, and price competitiveness.
   • Used aggressive pinning in Responsive Search Ads (RSAs) to ensure Booksy’s value for B2B audiences was highlighted in top headlines.
4. Optimized Image Extensions by ICP
   • Matched image, callout, and structured snippet extensions to Booksy’s Ideal Customer Profiles (salons, barbershops), reinforcing credibility and relevance.
5. Continuous Keyword & Asset Pruning
   • Paused underperforming keywords, ad copy, and extensions quickly to reallocate the budget where it would drive more Merchant Registrations.
   • Focused on proven winners to maintain target CPA while scaling up volume.
   • Conducted ongoing A/B tests on new variables of pages and ad copies.