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    Aussie Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessI-ELEC — a 231-page electrician website for Inner SydneyWhat a plumbing lead costs on Google AdsWhat a lead costs on Google Ads, industry by industrySLS Solicitors — cost per recorded Google Ads conversion down 58.48%Wilco Plumbing — a 516-page plumbing website for SydneyHow much should a trade business spend on marketing?State Choice Plumbing — a drains, hot water and gas websiteAussie Drains — a 600-page drain website for SydneyWhat an electrician lead costs on Google AdsAussie Electrical — a 650-page electrical website for SydneyThe most efficient ways for a trade business to get leadsEOL Melbourne — click-to-enquiry rate up from 28% to 33.4%What a cleaning lead costs on Google AdsAlliance Plumbing — ad spend scaled 1.8× with enquiries up 2.1×, so each enquiry cost lessImpress Blinds — cost per recorded Google Ads conversion down 62.63%FixCare Property — cost per enquiry down 56.36%Rubbish Removal WA — cost per enquiry down 53.18%Floral Cakery — cost per enquiry down 49.82%ILLUMINATE Laser Emporium — cost per enquiry down 48.54%Sydney Fence Painting — cost per enquiry down 33.68%Alliance Plumbing — cost per enquiry down 29.6%Gridless Build Solutions — cost per enquiry down 29.16%FacilityWorx — cost per enquiry down 23.62%Cornerstone Roofing — cost per enquiry down 20.47%Council finance — budgeting and workforce designCouncil planning — clearer approvals and reportingCultural audiences — media strategy and creative conceptsCommunity participation — surveys, maps and project pagesPublic-sector research — survey design and analysisPublic art — site studies and visual conceptsRegional identity — visitor guides and wayfinding conceptsCouncil systems — integration and migration planningA pressure washing business — service-led search campaignsA pressure washing business — a clear enquiry journeyA carpet cleaner — Google Ads built around cleaning servicesA roofing company — campaigns for repairs and restorationA CCTV installer — campaigns for security enquiriesA fence painter — search campaigns for specific surfacesA maintenance business — live in 8 weeks, 3 stacks gone5.0 across every Google review$120M+ in media under management250+ active engagements across five countries
    SoudCoh
    Luci Di Bella

    Made-to-measure bridal couture · Melbourne, VIC

    Luci Di Bella: bridal search campaigns for Melbourne gown shoppers

    Luci Di Bella is a Melbourne bridal design house that makes made-to-measure wedding gowns in its own studio. A search campaign with ad groups for each way brides search: boutiques and appointments, made-to-measure and bespoke gowns, couture, styles, fabrics and the studio's own name. Each ad group sent to the page that fits: the made-to-measure page, the collections, a featured gown, the contact page or the home page.

    Services
    Google Ads management
    Talk to us about your account

    Luci Di Bella · Melbourne, VIC

    Services in the campaign

    The advertising covers bridal services.

    Bridal services

    • Custom wedding dresses
    • Bespoke bridal gowns
    • Made-to-measure bridal
    • Bridal appointments

    Campaign hours

    Campaign schedule · Sydney local time

    • Every day: 8am–10pm

    The results

    Results for Luci Di Bella.

    Each result shows its reporting period. Open a tile for the measurement basis.

    • Headline result

      Bridal search

      Google Ads for gowns and studio searches

      Campaign delivery

    • 6%

      Click-through rate across the bridal search ads, about 1 in 17

      Since ads began

    • 49%

      Share of clicks through the boutique, studio, appointment and bridal-shop ad groups

      Since ads began

    • 32%

      Share of clicks through custom, bespoke, made-to-measure, couture and designer ad groups

      Since ads began

    • 5.5×

      Click-through rate on searches naming the studio, against other bridal searches

      Since ads began

    • 84%

      Share of ad clicks from mobile phones

      Since ads began

    How we measured

    Figures describe Google Ads clicks from launch. Click-through rate is clicks divided by impressions, including branded searches. Ad-group shares show the themes that matched each click; they do not measure appointments or gowns ordered.

    In one minute

    The 60-second version

    Luci Di Bella, from the brief to the result in 5 short slides.

    1. The business

      A Melbourne design house for made-to-measure bridal

      Luci Di Bella designs and makes wedding gowns in its own Melbourne studio, from the first consultation, where brides see styles, silhouettes and fabrics, to the finished gown.

    2. The problem

      Brides search for a studio, a gown or a name

      Some brides search for a boutique to visit, some for a custom or bespoke gown, some for a style or fabric, some for the designer by name. One general wedding-dress ad speaks to none of them.

    3. What we built

      An ad group for each way brides search

      The campaign has ad groups for boutiques and appointments, made-to-measure and bespoke gowns, couture, styles, fabrics and the studio's own name, each sending people to the page that fits.

    4. What happened

      The ads were clicked about once in every 17 showings

      Since the ads began, 6% of the times a bridal ad was shown led to a click. Searches naming the studio were clicked at 5.5 times the rate of other bridal searches.

      6%click-through rate since the ads began

    5. What we learned

      More brides looked for a studio than for a custom gown

      The boutique, studio, appointment and bridal-shop ad groups drew 49% of clicks, against 32% for the made-to-measure gown ad groups, and 84% of clicks came from phones.

      49%of clicks through the boutique and studio ad groups

    Insights

    What the data showed

    Details from the Luci Di Bella project. Open a card for the finding and its source.

    • Search

      49%

      Almost half of clicks came through the boutique, studio, appointment and bridal-shop ad groups.

      • Boutique, studio, appointment or shop49%
      • Custom, bespoke or made-to-measure32%
      • Searches naming the studio8%
      • Other bridal searches11%

      The boutique, studio, appointment and bridal-shop ad groups drew 49% of clicks, against 32% for the custom, bespoke and made-to-measure gown ad groups. The search terms behind the clicks point the same way: more brides searched for a shop or studio to visit than for a custom gown, so those ads lead to the home page, which opens on the studio, and to the page for booking an appointment.

    • Search

      5.5×

      Searches naming the studio were clicked at 5.5 times the rate of other bridal searches.

      • Other bridal searches1×
      • Searches naming the studio5.5×

      Brides who already knew the name and searched for it clicked the ad at 5.5 times the rate of everyone else. Those searches were a small share of impressions, but they show the ads catching people who had already heard of the studio and giving them a direct way in.

    • Device

      84%

      84% of clicks came from a phone.

      • Mobile phones84%
      • Desktop computers14%
      • Tablets2%

      Brides researched gowns and studios on their phones: 84% of ad clicks came from mobile. The gowns, the studio and the way to book an appointment all need to work on a small screen, because that is where the first look happens.

    Explore related services

    The case study

    The project, connected.

    The brief, the work and what it delivered.

    1. The starting point

      Luci Di Bella

      Luci Di Bella is a Melbourne bridal design house that makes made-to-measure wedding gowns in its own studio.

      Made-to-measure bridal couture · Melbourne, VIC

      Luci Di Bella

      SoudCoh services

      • Google Ads management

    2. What we put in place

      The campaign work

      • A search campaign with ad groups for each way brides search: boutiques and appointments, made-to-measure and bespoke gowns, couture, styles, fabrics and the studio's own name.
      • Each ad group sent to the page that fits: the made-to-measure page, the collections, a featured gown, the contact page or the home page.
      • Searches naming the studio given their own ad group, so their response can be read separately.
      • A review of clicks by search theme and device.

    3. What the project delivered

      The outcome

      A search campaign with ad groups for each way brides search: boutiques and appointments, made-to-measure and bespoke gowns, couture, styles, fabrics and the studio's own name. Each ad group sent to the page that fits: the made-to-measure page, the collections, a featured gown, the contact page or the home page.

    In this case study

    White paper · PDF

    Marketing for home services in Australia

    58 pages · 2.3 MB

    Download this PDFRead it on the page

    Luci Di Bella is a Melbourne bridal design house that makes made-to-measure wedding gowns in its own studio. A search campaign with ad groups for each way brides search: boutiques and appointments, made-to-measure and bespoke gowns, couture, styles, fabrics and the studio's own name. Each ad group sent to the page that fits: the made-to-measure page, the collections, a featured gown, the contact page or the home page.

    The business

    Luci Di Bella is a bridal design house in Melbourne. Its gowns are made to measure in its own studio, from the first consultation, where brides see the styles, silhouettes and fabrics, through to the finished gown.

    The search problem

    Brides search in different ways. Some look for a bridal boutique or studio to visit. Some look for a custom, bespoke or made-to-measure gown. Some search for a style or a fabric, and some for the designer by name. Each is a different starting point, and a general wedding-dress ad speaks to none of them.

    What we built

    One search campaign holds an ad group for each of those starting points: boutiques, studios, appointments and bridal shops; custom, bespoke and made-to-measure gowns, couture and designers; styles such as minimal, modern and timeless gowns; Italian and European fabrics; Australian-made bridal; and the studio's own name.

    Each ad group sends people to the page that fits: the made-to-measure page, the collections, a featured gown, the contact page to book an appointment, or the home page, which opens on film from the studio.

    What happened

    Since the ads began, 6% of the times a bridal ad was shown led to a click, about 1 in 17. The boutique, studio, appointment and bridal-shop ad groups drew 49% of clicks, and 84% of clicks came from phones.

    Looking for a place to visit

    The boutique, studio, appointment and bridal-shop ad groups drew 49% of clicks, against 32% for the custom, bespoke and made-to-measure gown ad groups. Those ad groups also picked up some broader wedding-dress searches, but the search terms point the same way: more brides looked for a shop or studio to visit than for a custom gown. The pages those ads lead to show the studio and how to book.

    The name does the work

    Searches naming Luci Di Bella were clicked at 5.5 times the rate of other bridal searches. They were a small share of impressions, but those brides already knew the name, and the ad gave them a direct way in.

    Phones first

    84% of clicks came from phones, so the gowns, the studio and the way to book an appointment all need to work on a small screen.

    How we measured it

    All figures here are Google Ads ratios from the first day of spend. Click-through rate is clicks divided by impressions, and the shares are shares of ad clicks, grouped by the ad group that matched each search. Searches naming the studio are included in the overall rate.

    For a business that sells a considered, made-to-order product and wants the same view of its search ads, see our Google Ads management.

    Key campaign decisions
    • A search campaign with ad groups for each way brides search: boutiques and appointments, made-to-measure and bespoke gowns, couture, styles, fabrics and the studio's own name.
    • Each ad group sent to the page that fits: the made-to-measure page, the collections, a featured gown, the contact page or the home page.
    • The bridal search ads were clicked about once in every 17 times they were shown.
    • The boutique, studio, appointment and bridal-shop ad groups drew 49% of clicks, against 32% for the made-to-measure gown ad groups.

    Tags

    • Google Ads
    • Made-to-measure bridal couture
    • Melbourne, VIC

    That is one account. Yours is a different one.

    We read your ads, your search presence and your tracking the same way this one was read, and tell you what we would change first.

    Book the auditSee more accounts
    How we run accounts

    How we manage the campaign.

    We define the outcomes to track, test the enquiry paths and use what we learn to guide campaign improvements. SoudCoh Compound explains how that work is organised.

    • Rule 01

      Count real enquiries only

      The number it moves: True cost per lead

      We agree which calls, forms, bookings or sales count as a result, and a real test enquiry goes through every tracking path before the campaign goes live.

    • Rule 08

      Build on practical campaign experience

      The number it moves: Waste blocked before the first click

      Every change on an account like this one is written to that client's change history, and what it teaches, never the client's numbers, goes into the next account's starting point.

    See SoudCoh Compound
    If you want one of these

    What actually happens after the first call.

    Start with your goals and current setup. We review the opportunity, agree the work and plan the next stage with you.

    1. The call

      Thirty to forty-five minutes, free

      We discuss your services, customers, website and goals, then identify the most useful next step.

    2. Week 0

      The audit

      We review your website and advertising, then set out the opportunities, priorities and recommended scope.

    3. Week 1

      The build

      Everything the account needs before it can spend a dollar: what it will bid on, what it must never pay for, the ad copy, the assets, the landing pages and the tracking. It waits in our approval queue, and a real test enquiry goes through every tracking path before anything is live.

    4. Day one

      You press go

      Campaigns are created paused, every time, so you can read the whole build first. You activate when you are ready, not when we are.

    5. Days 1–14

      The clean

      We review search terms, exclude irrelevant searches and refine keywords and ads using the early campaign data.

    6. From there

      Rhythm

      Regular optimisation and reporting, with reviews of lead quality, customer value and where to focus the next stage of work.

    Before you ask us anything

    Here is what everybody asks first.

    FAQ

    The questions this raises.

    How the results were measured and how the approach could apply to your business.

    The first call is free and there is no deck.

    Book a call
    How was the 6% for Luci Di Bella worked out?

    We divided the clicks on the bridal search ads by the number of times the ads were shown, from the first day the ads spent money. The result, rounded down, is 6%, or about 1 in 17. It includes searches naming the studio; without them the rate is about 1 in 18.

    Which searches count as boutique or studio searches?

    Searches matched by the ad groups for bridal boutiques and studios, bridal appointments and bridal shops. Those ad groups also picked up some broader wedding-dress searches, so the share describes where clicks landed rather than exactly what brides typed. Searches for custom, bespoke, made-to-measure or couture gowns are counted separately.

    Why compare searches naming the studio with other searches?

    Because they behave differently. Someone who types the studio's name already knows it, so they are far more likely to click. Giving those searches their own ad group shows how differently they respond from everyone else.

    What did SoudCoh deliver for Luci Di Bella?

    A search campaign with ad groups for each way brides search: boutiques and appointments, made-to-measure and bespoke gowns, couture, styles, fabrics and the studio's own name. Each ad group sent to the page that fits: the made-to-measure page, the collections, a featured gown, the contact page or the home page. Searches naming the studio given their own ad group, so their response can be read separately. A review of clicks by search theme and device.

    What do the results in this Luci Di Bella case study measure?

    Campaign results describe the enquiries or job outcomes reported for the client. Each figure identifies what it measures.

    Which records support these results?

    Result basis: Campaign delivery. The labels distinguish advertising conversions, call/form enquiries and won-job revenue. Enquiry events can include repeat calls; booked jobs are reported separately.

    Would this work for my business?

    We assess your service area, competition, margins and customer value, then build a plan around the opportunities in your business. The first call establishes the priorities, budget and tracking for that work.

    How would you plan this for my business?

    We start with your goals, service area, competition and customer value. From there, we recommend the channels, website improvements and tracking that fit your next stage of growth.

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    Thirty minutes on your numbers, and a written list of what we would change first. Yours to keep either way.

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