Scaling paid search for Fresha
Context
Fresha operates as a leading global platform within the beauty and wellness sector, spanning 26 international markets. While the brand maintained a strong market position, the business required a more aggressive B2B acquisition strategy to sustain its growth trajectory. The primary tension lay in scaling paid search activity globally while maintaining strict cost efficiencies. This created a critical business need for a sophisticated, performance-led approach to capture high-quality leads across diverse territories.
Challenge
Existing account structures were functional but lacked the architectural rigour required for world-class scaling across multiple regions. The surface-level challenge was lead volume, but the deeper insight revealed that generic, English-centric tactics failed to resonate with local salon owners and service providers. To unlock growth, we had to move beyond broad-brush campaigns and address the specific cultural and linguistic nuances of each market. The shift required a transition from a centralised, one-size-fits-all model to a hyper-localised search strategy that prioritised lead quality over mere quantity.
Connection
We initiated a comprehensive audit to identify immediate performance gaps and opportunities for rapid optimisation. The resulting strategy focused on 'Total Localisation', where we overhauled ad copy and translated keyword sets across multiple languages to ensure cultural relevance in every territory. By restructuring accounts and implementing rigorous Search Query Report (SQR) management, we established a scalable foundation for global paid search. This activation involved refining the B2B funnel across paid search channels, allowing for increased investment without compromising efficiency. Our logic ensured that every pound spent targeted high-intent users, effectively boosting lead quality while expanding the brand's global footprint.
Impact
Since IMA assumed management of the accounts, we have delivered consistent double-digit lead growth month-on-month, reversing previous performance declines.
- +38% Increase in conversions
- +29% Increase in investment
- -6% Reduction in cost per acquisition
