The Client
BanyanWay is an Indian matchmaking service based in Alpharetta, Georgia, serving singles and their families across the United States. We run their Google Ads, which grew sign-ups and booked consultations from 1 a month to 119.
BanyanWay has two products: Connect, an online matchmaking platform where Indian parents find matches for their singles in the US, and Signature, a premium personalized service with a dedicated relationship manager. Signature starts with a consultation booked online.
We took over their Google Ads in February 2022.
1 tracked sign-up in February 2023. 119 in March 2026.
The Challenge
Google Ads for matchmaking services is a niche inside a niche:
- A specific community. The audience is Indian singles in the US and their parents, a small and dispersed market with no geographic center.
- Free apps everywhere. Dating apps are free and heavily advertised. A marriage-focused, paid matchmaking service has to reach people who want something different.
- Two products, two funnels. A self-service sign-up and a premium consultation need different messages and different conversion tracking.
- Parents are buyers too. Many searches come from parents looking on behalf of a son or daughter.
What We Built
1. An App Campaign to Start
In 2022 we ran an App campaign for the BanyanWay Android app. It produced 2,775 app installs that year.
2. Real Conversion Tracking
In February 2023 we set up tracking for the actions that matter: Connect sign-ups and Signature consultations booked through Calendly. From then on, every campaign bids toward those two actions only. Email clicks and chat openers are not counted.
3. Two Performance Max Campaigns
A national Performance Max campaign and a geo-focused one became the main source of sign-ups.
4. Conversion-Focused Search
A conversion-focused Search campaign captures people actively searching for a matchmaking service. A/B test versions ran beside it for match types, bidding and top-of-funnel keywords, and the winners were kept.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign is reviewed daily through our proprietary Ad Campaign Concierge™ system: search-term mining and negative keywords, budget moved between the national and geo campaigns, and steady bidding tests.
The Results
- 2023 (February to December): 235 sign-ups and consultations
- 2024: 571, 2.4 times the year before
- 2025: 745
- 2026 so far: 794 from January to September, already more than all of 2025
- A month: from 1 in February 2023 to about 40 by late summer 2023, 70 in November 2024, 88 in July 2025 and 119 in March 2026
What Improved
Our first three tracked months (February to April 2023) against the latest three (July to September 2026):
| Metric | Feb to Apr 2023 | Jul to Sep 2026 |
|---|---|---|
| Sign-ups and consultations a month | 5 | 89 |
| Cost per sign-up or consultation | $176 | $27.70 |
| Clicks that became a sign-up | 0.6% | 4.8% |
| Click-through rate | 2.9% | 7.9% |
| Clicks a month | 837 | 1,878 |
The budget went up, but the results went up much faster: nearly three times the monthly spend now buys about eighteen times the sign-ups.
More Sign-Ups from Every Click, Every Year
The share of clicks that turn into a sign-up or a booked consultation has gone up every year we have run the account: 2.5% in 2023, 3.2% in 2024, 4.8% in 2025 and 5.5% in 2026. Better keywords, tighter negatives and bidding on real sign-ups put more of the budget in front of people who actually join.
Every Sign-Up Since Tracking Began
2,344 sign-ups and booked consultations since February 2023: 2,016 Connect sign-ups and 328 Signature consultations, at an average of $31.07 each.
Key Takeaways
- Track the two actions that pay. Sign-ups and booked consultations, not clicks or email taps. Bidding on real actions is what cut the cost from $176 to under $28 and lifted the conversion rate every single year.
- Performance Max works for a dispersed community. When the audience has no single city, a national campaign plus a geo-focused campaign covers it.
- Scale slowly. The budget more than doubled in 2025 only after the account had two years of conversion data.
- Keep testing. Match-type, bidding and top-of-funnel tests ran beside the main campaigns every year.
Frequently Asked Questions
How much should a matchmaking service spend on Google Ads?
BanyanWay ran on about $1,000 a month through 2023 and 2024 and about $2,400 a month from mid-2025. At that budget the account produces mostly 70 to 120 sign-ups and booked consultations a month.
What does a matchmaking sign-up cost on Google Ads?
In BanyanWay's first three tracked months, a sign-up or consultation cost $176. From July to September 2026 it cost $27.70. The average since February 2023 is $31.07 across 2,344 leads.
Is Performance Max or Search better for a matchmaking service?
BanyanWay runs both. Two Performance Max campaigns, one national and one geo-focused, are the largest source of sign-ups. A conversion-focused Search campaign captures people actively searching for a matchmaking service.
Can Google Ads drive app installs for a matchmaking app?
Yes. In 2022 our App campaign for BanyanWay produced 2,775 Android app installs before we moved the budget to website sign-ups and consultations.
About This Campaign
This account is managed daily through Ad Campaign Concierge™, our proprietary optimization system for lead generation.
Industry: Services: Matchmaking Platforms: Google Ads (Search, Performance Max, App) Location: Alpharetta, GA, serving the US nationwide Account Duration: February 2022 to present (ongoing)
Leads are Connect sign-ups and Signature consultations booked through Calendly, as tracked in Google Ads since February 2023. App installs, email clicks and chat openers are not counted as leads. Amounts in US dollars.