Karen Betts

Karen Betts is the UK’s leading permanent make-up professional – a pioneer who has helped shape the industry through her artistic vision and dedication to empowering others. Known for her appearances on national television and as the founder of multiple beauty ventures, Karen is a true authority in the world of permanent make-up. From humble beginnings in a small Yorkshire salon to building an industry-leading brand, her story is one of passion, transformation, and resilience.

At Climb & Conquer, we’ve partnered with Karen Betts to elevate SEO and Google Ads performance across the business. The beauty sector is fiercely competitive — from high-intent consumer searches to specialist training courses — and every campaign must deliver with precision. This case study explores how we’ve revitalised her search performance with a strategy focused on results, accountability, and long-term growth.

What we did

We began with a full audit and overhaul of the tracking and reporting infrastructure — providing real clarity on which channels, keywords, and campaigns were truly delivering results. This new visibility allowed for smarter decisions and faster optimisation.

SEO:

1. Ranking Movement: We focused on commercially valuable terms like Permanent Makeup, driving 26 keywords to page one.

2. Technical and On-Site Fixes: From meta improvements to landing page content support, we aligned technical SEO with user intent and conversion goals.

3. Location & Service Strategy: We implemented a hybrid approach — optimising for both national reach and high-value regional locations to widen Karen’s brand footprint.

Google Ads (PPC):

1. Reduced CPA: We restructured the account entirely — segmenting campaigns by product, service, and audience. This drastically reduced cost per acquisition.

2. Increased Lead Quality: By improving targeting and ad copy relevance, we not only doubled the number of leads — we significantly increased their quality, shortening sales cycles.

3. ROAS Uplift: Through continuous testing, campaign scaling, and smart bidding strategies, we increased return on ad spend by nearly 300%.

4. Reporting and Accountability: We built live dashboards and weekly insight reports, ensuring the entire team had visibility on what was working — and why.

What we achieved

1. More than doubled the number of high-quality leads

2. Reduced CPA by over 50%, increasing profitability

3. ~300% uplift in Google Ads ROAS

4. 26 core SEO keywords now ranking on page one

5. Faster sales conversion due to improved lead relevance

6. Full account transformation, focused on growth and clarity