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.

Challenges

1. Scaling qualified leads
   Booksy needed a significant boost in the number of merchants that registered to use their platform without inflating the cost per registration to continue to profitably grow in the US.
2. Competitive environment
   Multiple scheduling platforms fight for the same B2B audience, requiring a more customized and targeted ICP approach.
3. Efficient budget & bid management
   Rapid scaling can compromise efficiency. Booksy needed a consolidated approach—smart bidding, broad match, and well‐structured campaigns—to ensure spending was optimized.

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.