Sheridan France Case Study

sheridan france 1

73% Increase In Enquiries

At The Search Equation, we are committed to helping all types of businesses of all sizes. Sheridan France owns a facial aesthetics salon in London, and like many of our clients, she has used our PPC and local search SEO services for several years. 

The Background

When Sheridan contacted The Search Equation, her business was already established, and she was kept busy with existing clients. However, she was disappointed her website did not bring in fresh enquiries, as her goal was to expand the business with the latest state-of-the-art equipment for outstanding results and increased client satisfaction. 

Our first suggestion was a makeover for Sheridan’s site, which looked slightly aged. Unlike with Sheridan’s treatments, we could not use dermal fillers or microneedling to get that job done, so we called on the service of our expert web designers. The result was a modern, easy-to-navigate responsive website, which we optimised for her target keywords and clearly described the procedures on offer and the results clients could expect.



As a busy salon owner, Sheridan had neglected SEO, so we worked on that part of her business while simultaneously setting up a paid ads strategy to get new clients in the fastest time frame possible.

Although we had done keyword research to optimise the website for the targeted market, the chosen keywords are not necessarily the exact keywords we will use in Google Ads or other PPC campaigns. Depending on the client’s budget, some are simply too competitive and would not produce a sufficient ROAS (Return on Ad Spend).

So, we comprehensively analysed high search volume keywords, including location-based and informational phrases. We also identified long tail keywords, often described as “low-hanging fruit”, giving us an advantage over competitors.

The All-Important Clicks

Getting an ad clicked on in a Google Ads or PPC campaign is vital for several reasons, apart from driving targeted traffic to the website to have a chance of sales and enquiries. Clicks on an ad indicate that the message resonates with the target audience, suggesting the ad content is relevant and appealing to searchers.

Relevance is essential for attracting customers and significantly improves the ad’s Quality Score within Google Ads. A higher Quality Score means lower cost-per-click (CPC) rates and better ad placement. This boosts the ad’s visibility without increasing the campaign budget.

Moreover, clicks directly measure the campaign’s effectiveness in engaging users. They provide valuable data that we can analyse to gain insights into user behaviour and preferences, enabling us to refine our targeting strategies, ad copy, and landing pages for better performance.

When working with a smaller size business, Google Ads is a perfect platform. If a business receives more clients than it can cope with, we can temporarily turn the ads off or reduce the frequency they are shown. When the pressure is off, we can restart all adverts, as we did at times with Sheridan’s campaigns.


The Conversion Rate

The conversion rate in a Google Ads campaign is a key performance indicator (KPI) that calculates the percentage of users who take a desired action after clicking on an ad. This action can vary depending on the objectives of the campaign. In Sheridan’s case, the primary goals were for clients to call and book an appointment or fill out the contact form for further information.

The conversion rate is calculated by dividing the number of conversions by the total number of clicks on the ad, then multiplying the result by 100 to get a percentage. For example, if you receive eight conversions from 100 clicks, your conversion rate would be 8%.

Understanding and optimising the conversion rate provides insight into how effectively your campaigns meet their objectives, so we can measure the return on investment of advertising spending.

A high conversion rate indicates that your ads are reaching the right audience and are compelling enough to convince users to complete the desired action, indicating effective use of a marketing budget.

Focusing on improving the conversion rate can lead to more cost-effective campaigns. By optimising ads, landing pages, and targeting strategies to increase conversions, we can achieve better results without necessarily increasing ad spend.

The Results

Sheridan’s website has jumped from some pages being nowhere to be found, to showing organically on page one of Google for many targeted and long tail key phrases. Gaps where keywords do not show high organically are filled with carefully optimised PPC campaigns, giving Sheridan the desired customer base increase, and making our collaboration a pleasing and satisfying experience for both parties.