700% increase in year on year enquires for leading beauty school

700% increase
in year on year
enquires for
leading beauty


London School of Beauty & Make-Up approached Exceed to increase enquires for their renowned courses. They were working with another marketing agency who hadn’t been successful in generating many leads. Not only that, but the limited number of leads they were receiving for their courses were at a very high cost.


When we took over the PPC account for London School of Beauty & Make-Up (LSBM) we were shocked to see the poor state their account was in with no clear strategy in place. We love a good account revamp here at Exceed so we set about doing what we know best.

We spent a good amount of time understanding each course that the client provided and matched this up with our keyword research to create relevant campaigns per course. This included generic make up and beauty course keywords, keywords based around the course levels as well as specific course names provided by LSBM. This ensured we captured users through paid search at every stage of the funnel.

The make-up and beauty course industry is highly competitive with brands aggressively bidding on competitor names. Unfortunately for LSBM, their brand name also included generic phrases like ‘london make up school’ and ‘london beauty school’ that competitors were able to target easily through their campaigns. To rectify this problem, we build out brand specific campaigns based around the clients brand as well as bidding aggressively against competitor brands.

Many of those interested in LSBM courses prefer to call directly and therefore call tracking was implemented so the client could measure the success and ROI of each call. We used this data to apply optimisations to the campaigns, ensuring our optimisations focused on high ROI terms resulting in higher value leads generated through PPC.


700% increase in enquiries

52% reduction in cost per lead

77% growth in click to lead rate


Reach us on 01924 523797