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with a link-building budget 3–4 times smaller than competitors'.
primelaser.com.ua is a company that sells professional equipment for beauty salons and cosmetology clinics. Its main product lines are diode lasers for hair removal and neodymium (Nd:YAG) lasers for tattoo removal.
What makes the project special: an expensive product, a relatively narrow B2B audience and a longer decision-making cycle than in typical ecommerce.
The main objective was to increase the number of inquiries from beauty salon owners, cosmetologists and entrepreneurs planning to buy professional laser equipment.
At the same time, what mattered to us was not the number of website visits, but real inquiries for specific types of equipment and their cost.
A professional laser is rarely bought after the first contact with an ad.
A potential client compares models, specifications, prices, service terms, equipment payback and offers from different suppliers.
That is why we built the advertising system to work both with existing demand and with an audience that is still choosing.
We used:
Search ads were launched for queries from users who are already actively looking for professional equipment.
Campaigns were split by equipment type and specific product line, so that we could separately evaluate client acquisition efficiency for diode lasers, tattoo removal equipment and other categories.
The key metric was the cost of a real lead, not the cost per click or the number of visitors.
This allowed us to reallocate the budget to the queries, campaigns and equipment types that brought in the most qualified inquiries.
Social media was used to reach an audience that may be interested in buying equipment but is not yet searching for a specific laser on Google.
We tested different segments:
Because of the high cost of the equipment, a significant share of users do not submit an inquiry on their first visit to the website.
That is why Google Ads remarketing became an important part of the system.
We re-engaged users who had already:
This allowed us to stay in touch with potential clients throughout the entire selection period.
Systematic SEO promotion of the website became a separate line of work.
We worked on technical optimization, category structure, commercial pages, content and backlinks.
As a result, we brought the website into Google's TOP-10 for key queries related to professional diode lasers and other beauty salon equipment.
One of the distinctive features of the SEO strategy was our approach to backlinks.
We did not try to catch up with competitors in the total number of placements or simply increase the link-building budget.
Instead, we developed a donor selection system that took into account not only a site's standard SEO metrics, but also its real quality, topical relevance, organic traffic, Google visibility and the potential value of a specific placement.
This made it possible to concentrate the budget on fewer but more effective links.
As a result, TOP-10 rankings for key queries were achieved with a backlink budget roughly 3–4 times smaller than the budgets of the main competitors.
For PrimeLaser, it was important not to depend on a single advertising source.
Search ads worked with existing demand, social media and Google custom audiences helped reach potential buyers earlier, remarketing brought back those who were still making a decision, and SEO gradually built a stable source of organic inquiries.
This way, the different channels complemented each other throughout the entire decision-making cycle.
Integrated work with Google Ads, social media, remarketing, custom audiences and SEO made it possible to generate 100+ leads per month.
The cost per inquiry was approximately $3 to $12, depending on the type of equipment.
At the same time, the website reached Google's TOP-10 for key commercial queries, with a backlink budget roughly 3–4 times lower than competitors', thanks to a systematic approach to selecting donor websites.
Briefly tell us about your business, current situation, or task — we'll get back to you with a proposal, without unnecessary calls or formal presentations.
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