SearchUp partnered with Glitterbels, a UK and USA-based manufacturer and distributor of professional nail salon products, to address challenges hindering their growth after years of successful incremental progress through SEO, paid search, and paid social investments. Glitterbels had been an existing SearchUp client with steady growth but faced two key problems by early 2025: stagnating growth due to slowing new customer acquisition, and unclear performance insights from their sales channels caused by inaccurate Google Analytics 4 (GA4) tracking, specifically issues with cookie tracking limitations and duplicated transaction data from platform-level tracking.

To tackle these interrelated issues, SearchUp devised and implemented a strategic plan that included:

1. A novel advertising approach focused on brand search expansion: Unlike typical advertisers, SearchUp hypothesised that Glitterbels could gain more new customers by boosting brand search investment. Research revealed that resellers (other distributors) of the brand’s products were outranking Glitterbels in search results, diverting potential customers. Therefore, SearchUp recommended shifting budget away from broad social media campaigns—limiting those to branding and new product drop promotions—and reallocating funds towards increasing brand spend on Google Ads through traditional brand campaigns and Performance Max (PMAX) campaigns.
   
   
2. Enhanced tracking and data accuracy via Elevar integration: SearchUp selected the third-party tracking solution Elevar to overcome the GA4 limitations. Working closely with Elevar’s team, SearchUp completed the implementation and configuration, enabling 100% session, channel, and campaign tracking accuracy in GA4. This integration introduced a data-driven attribution model and revealed insights into new customer acquisitions by channel and campaign. The tracking setup also fed first-time purchaser data back into Meta Ads and Google Ads, allowing for bidding optimizations targeting new customer sales.
   
   

The combined strategy resulted in a 25% increase in new customer acquisitions for the business, and an overall year on year revenue growth of 20% (back to levels seen a few years earlier). This case exemplifies SearchUp’s ability to adapt and innovate within evolving digital marketing landscapes—using data-driven insights and tailored budget allocation to reverse stagnation, enhance tracking clarity, and significantly boost both new customer growth and total revenue for a professional brand with complex channel dynamics.

Glitterbels continues to benefit from structured investment in SEO, paid search, and paid social, complemented by cutting-edge tracking and attribution solutions delivered by SearchUp.

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