BeautyLine case study: +600% sales from search in 9 months

BeautyLine sells products for nail and pedicure professionals in Spain. The range includes a wide selection of nail drills and bits, gel polishes, base and top coats, nail and skin care products, plus consumables for salons.

The company keeps prices deliberately lower than competitors while maintaining consistent stock availability. Its range of products and brands keeps growing.

When our agency started working with the client, the site had just launched. Search engines hadn't "discovered" the resource yet, and organic traffic was close to zero. Paid Meta Ads campaigns were running without a clear strategy and delivering unpredictable results. Sales were happening, but there was no way to forecast customer acquisition cost.

The client's main goal was to establish and scale sales through the website. We proposed a comprehensive approach: SEO + usability improvements + setup and management of targeted advertising on Meta (Facebook/Instagram).

On the search side, we started with an SEO and technical audit. The site, built on Shopify, had typical issues: missing H1 headings, duplicate pages, empty meta tags, and an incorrect URL structure and breadcrumb setup. After fixing these issues, we carried out the following work:

1. Collected keywords and organized them by category and page. Optimized titles, product cards and category descriptions.

2. Developed and implemented a regular publishing plan for the products section.

3. Worked on link building, growing external links through relevant beauty-industry platforms.

4. Focused on site usability. To improve the user experience, we:

   • added preview thumbnails for subcategories with a visual product demo;
   • set up a pop-up to inform shoppers about current promotions and discounts;
   • implemented a filtering system.

Every change was aimed at helping shoppers find what they needed and complete a purchase as quickly as possible.

On the Meta Ads side, we regularly produced new creatives, tested formats and ran promotional campaigns. In parallel, we worked on improving core metrics such as cost per purchase, CTR and ROAS, scaling whatever delivered results.

Over 9 months of promotion, we grew organic traffic by 446% and sales by 600%.

On top of that, the share of search queries ranking in the top 10 grew from 10% to 60%, while the cost per order from search dropped 64%. Meanwhile, purchases from Meta increased by 172%.

Sprava Agency's experience shows that the best results come from a comprehensive approach, where different marketing tools work together and reinforce one another. Trying to handle SEO or advertising on your own often takes a lot of time, and forecasting the outcome is genuinely difficult. Working with a team of specialists, on the other hand, helps you get tangible results faster, use your budget more efficiently and build a foundation for further business growth.