The Client
Cloud 9 Foot Spa is a foot and body massage day spa brand, and our Google Ads for massage spas booked 17,000+ appointments and calls for two of its locations: Redmond, Washington and Castle Hills in Lewisville, Texas.
Cloud 9 offers foot reflexology, body massage, couples massage and lymphatic drainage at family-friendly prices, with online booking. Each location is its own Google Ads account with its own neighborhood to win: Redmond serves Seattle's Eastside, and Castle Hills serves the northern Dallas suburbs.
Redmond: about 370 bookings and calls in December 2024, 1,000+ a month by late 2025. Castle Hills: about 110 in its first full month, 900 by August 2025.
The Challenge
- "Near me" competition. "Massage near me" is one of the most competitive local searches, with chains, independent spas and therapists bidding on it.
- A low ticket. A foot massage is affordable, so every booking has to cost a few dollars, not a few hundred.
- A new location with no history. Castle Hills opened with no reviews, no search history and no conversion data.
- Bookings happen online. Customers book through the website or call, so the campaigns have to count bookings and calls, not visits or map taps.
What We Built
1. Tracking built on bookings and calls
Each account counts online appointment bookings, calls from the ads and calls from the website. Directions, website visits, menu views and phone-number taps are not counted.
2. Performance Max for each location
A Performance Max campaign for each spa, built on those bookings, with location images, callouts, sitelinks, price and promotion assets. Castle Hills later added a second, map-focused Local Performance Max campaign, and Redmond added a Local Performance Max in October 2025 that still runs today.
3. Search campaigns for high-intent searches
Search campaigns with up to about 235 keywords each for searches like "massage near me", "foot massage near me", "reflexology near me", "couples massage near me", "lymphatic drainage massage" and the Cloud 9 brand name, targeted to each spa's ZIP codes and neighborhoods. Redmond's Search campaigns carry roughly 500 negative keywords each.
4. Tests, then scale
We ran exact and broad versions of the main Search campaign side by side, plus Google Ads experiments on Castle Hills' main campaign, and moved bidding from Maximize Clicks to Maximize Conversions once each account had booking data.
5. Daily Optimization via Ad Campaign Concierge™
Both accounts were reviewed through our proprietary Ad Campaign Concierge™ system: search-term mining and negatives, ad testing, and budget moved toward the campaigns producing bookings.
The Results
- 17,000+ online bookings and calls from $33K+ in ad spend, under $2 each
- 16,000+ online bookings and 1,100+ phone calls
- 2025 alone: 16,000+ bookings and calls on $27K+ of spend across both spas
- Redmond: 10,000+ bookings and calls from $17K+ (9,600+ bookings, 540+ calls)
- Castle Hills: 6,900+ bookings and calls from $15K+ (6,300+ bookings, 620+ calls)
Redmond, Washington
Redmond's cost per booking or call fell from about $1.70 in its first three months (December 2024 to February 2025) to about $1.30 in October to December 2025, while monthly volume nearly tripled.
Castle Hills, Texas
Castle Hills went from a brand-new location to 900 bookings and calls in August 2025. Its cost per booking or call fell from about $3.70 in January to March 2025 to about $1.90 in September to November 2025.
Key Takeaways
- Count bookings, and Performance Max finds bookers. Both accounts optimize toward online bookings and calls only.
- One account per location. Each spa gets its own budget, targeting and data, so a strong location never hides a weak one.
- New locations can ramp fast. With bookings tracked from day one, Castle Hills reached 600+ bookings and calls a month within five months.
- Test match types, keep what wins. Exact and broad Search ran side by side, and the budget followed the results.
Frequently Asked Questions
How much does a massage booking cost on Google Ads?
Across the two Cloud 9 Foot Spa locations, $33K+ in ad spend produced 17,000+ online bookings and calls, under $2 each. By late 2025, Redmond ran at about $1.30 per booking or call and Castle Hills at about $1.90.
How much should a day spa spend on Google Ads?
Redmond ran on about $850 to $900 a month for most of 2025 and from February to September produced about 570 to 920 bookings and calls a month. Raised to about $1,600 a month in late 2025, it passed 1,000 a month. Castle Hills ran on about $1,000 to $1,500 a month.
Does Performance Max work for a local spa?
Yes. Performance Max produced about 60% of Redmond's bookings and calls and nearly 70% of Castle Hills', alongside Search campaigns that captured searches like "massage near me" and "foot massage near me".
Can Google Ads launch a new spa location?
Castle Hills is the example. We launched its campaigns in December 2024 with "Castle Hills Location Now Open" ads. It went from about 110 bookings and calls in its first full month to 900 in August 2025.
About This Campaign
Massage and day spa lead generation on Google Ads, built with our proprietary Ad Campaign Concierge™ optimization system.
Industry: Wellness (Foot & Body Massage Day Spa) Platforms: Google Ads (Performance Max, Search) Locations: Redmond, Washington (Seattle's Eastside) and Castle Hills, Lewisville, Texas (north Dallas) Account Duration: Redmond, November 2024 (still running today). Castle Hills, December 2024 to March 2026 (that location's campaigns have ended).
Bookings and calls are counted conversions in Google Ads: online appointment bookings ("Book Appointment" in Redmond, the booking button in Castle Hills), calls from the ads and calls from the website. Directions, website visits, menu views and phone-number taps are excluded. The Redmond account recorded online bookings through January 2026; since then it counts calls only, so the monthly charts end in December 2025, while totals cover each account's full period to October 3, 2026. Figures are rounded down. All amounts are in US dollars.