Skandia Kollektiv is a luxury hair salon in Salt Lake City specializing in NBR hair extensions and color. We rebuilt their Duda site as a mobile-first hair salon website, sent their Boulevard bookings to Google Ads, and built an admin portal for their leads plus a Content Studio for their weekly newsletter.
Skandia Kollektiv is a Salt Lake City hair salon specializing in NBR (Natural Beaded Row) and hand-tied hair extensions, color and gray blending. Guests book through Boulevard, apply online for extension and color consultations, and call from ads and the salon's Google Business Profile. This hair salon website design project had to connect all of those paths, and the owner runs parts of it herself.
Skandia Kollektiv's site ran on Duda, and their Google Ads account was spending without a clear picture of which ads produced real consultations and bookings.
Our local plan started from one idea: for this salon, the Google Business Profile map pack brings in more real customers than ordinary search rankings, so the website and a review engine should feed it.
A mobile-first rebuild of the Duda site, traced from the live desktop design.
Boulevard bookings flow into Google Ads as conversions, so the account learns from real appointments.
The salon's leads, follow-up, reviews and planning in one private portal.
A weekly AI-drafted newsletter the owner approves from her inbox, now with blog and social posts.
An account cleanup so spend goes to searches that turn into consultations and bookings.
The salon owns its site and accounts, and the owner can edit the site with her own Claude Code.
Boulevard's booking overlay looks up visitor IDs through a Google tag call that never answers on sites that use only Google Tag Manager. We load the Google tag first without double-counting page views, then Boulevard, with a timeout so booking never breaks, and verified the full funnel in GA4 Realtime.
With no free Boulevard API and a broken Zapier action, we built a Google Sheets bridge and a custom endpoint that uploads each booking to Google Ads, then moved it to a twice-daily cloud job.
Before attaching the old negative list, we replayed every term against 90 days of real searches. Four of them, including "wig" and "cheap", would have blocked searches that converted, so they came out. The cleanup cut about $338 a month of waste without blocking one converting search.
Wix's DNS blocked the mail records the salon needed. We moved DNS to Vercel and verified the salon's domain for sending, so consultation emails and newsletters go out from skandiakollektiv.com.
The owner edits with her own Claude Code while we build. Shared working rules (start from the latest version, publish only through GitHub), written skills and a do-not-rename table for live ad pages keep us from breaking each other's work.
In the two weeks to October 8, 2026, Google Ads cost per conversion fell 14%, from $254 to $218, on 9% less spend. The July negative keyword cleanup also cut an estimated $338 a month of wasted spend without blocking a single converting search.
Boulevard bookings now reach Google Ads twice a day, so bidding learns from real appointments. We review the numbers every two weeks, and next we are watching the new Park City page and the Studio's first local blog posts.
Cost per conversion comes from Google Ads in matched 14-day windows; the wasted-spend figure is an estimate from 90 days of search term data.
Yes. For Skandia Kollektiv, Boulevard's overlay carries each visitor's Google Analytics IDs, and a custom pipeline uploads bookings to Google Ads as conversions twice a day. Google rates the import Excellent.
The salon does. The site lives in Skandia Kollektiv's own GitHub and Vercel accounts, and we build and co-manage it alongside the owner.
It holds every lead and application, runs the consultation email sequences, lines up Google review requests after completed visits, and keeps the owner's EOS Scorecard and V/TO. A built-in AI assistant answers questions about leads and drafts review replies.
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