Google Ads management for a massage or spa business
Massage is one of the few local trades where Google punishes vagueness. Generic massage terms pull adult-service intent, and accounts built on them draw disapprovals. What survives review is clinical language: deep tissue, sports massage, prenatal, myofascial release, massage for lower back pain. Search only, phrase and exact match, Display and Search Partners off on day one.
Expect $3 to $8 a click on clinical terms and $25 to $70 for a call or booking request. Because the conversion is a booked appointment rather than a quote, cost per new client usually lands between $50 and $120. Against a $90 to $140 ticket that only pays if she returns, which is why follow-up matters more here than bidding.
The common mistake is broad match pointed at a homepage. It buys job seekers and massage school searches, then gets the account restricted. Two weeks in, working looks like a search terms report you would hand a reviewer without flinching. The Google Ads guide carries the full negative list.