Pick One Channel. Fill Your Calendar.

You don’t need “marketing.” You need appointments.

And the fastest way to get them is not doing five things badly. It’s doing one thing well until it prints results on command.

Multi-channel is a fantasy when you’re underbooked. Yes, SEO, Google Ads, Instagram, TikTok, email—all can work. But if you chase three at once, none will work well enough to matter. Win one channel, lock it in, then stack the next.

Below is the playbook—direct, specific, bridal-retail real.

Step 1 — Pick one channel (use this rule)

Need appointments inside 30 days? → Google Search Ads.
Bottom-of-funnel intent (“wedding dress shop near me”). Fastest path to booked fittings.

Have modest budget + strong visuals? → Instagram/Facebook Ads.
Great for demand gen in your local radius. Slower than search, higher volume when dialed.

No budget, longer runway (90–180 days)? → Local SEO + Google Business Profile.
Compounds. Not a fire hose today, but it becomes a moat.

Pick one. Commit for 6 weeks. Measure like a tyrant. If it bites, double down. If not, kill it and switch.

Step 2 — Proven strategies (with tactics)

A) Google Search Ads (the 30-day appointments play)

Targeting

• Radius: 15–25 mile around your boutique (adjust to population density).

• Keywords (Exact + Phrase):
  “wedding dress shop”, “bridal shop”, “wedding dresses [city]”, “bridal boutique near me”.

• Negatives: prom, bridesmaid, hire, cheap, alterations only, suit.

Budget & bids

• Start £30–£80/day. Maximise Conversions. Set a Target CPA after you’ve got 15–30 conversions.

Ads

• Headlines: “Private Bridal Appointments | [City]” / “Try On Designer Gowns | Book Today”

• Include Designers, By-Appointment, Free 90-min Fitting, Parking/Easy Access.

• Extensions: Call, Sitelinks (Designers, Book Appointment, Pricing, FAQs).

Landing page (one job: book)

• Above the fold: “Book Your Bridal Appointment” + 3 trust bullets + calendar/form.

• Proof: designers carried, photos of fitting room, 2–3 testimonials.

• Pre-qualify (3 fields max): date, budget band, style.

• Tap-to-WhatsApp and phone number live on page.

Targets

• CTR ≥ 7% | CPC ≤ £1.20–£1.80 | Cost/Lead £10–£20 | Cost/Appt £40–£90.

• Show rate ≥ 80% with reminders. Close rate 35–50% when pre-qualified.

  
  

  
  

B) Instagram/Facebook Ads (visual volume play)

Audience

• Women 25–38 within your radius; newly engaged; interests: wedding planning, specific designers; lookalikes from past purchasers if you have them.

Creative

• 15–30s vertical video: a try-on, stylist guiding, a happy “yes” moment, designer name on screen.

• Static: 3-image carousel (front/back/detail).

• CTA: Book Your Fitting (never “Learn More”).

Objective & flow

• Optimize for Conversions (website). Instant forms give volume but lower intent—use sparingly.

• Landing page as above. Same pre-qual, same WhatsApp.

Cadence

• 3–5 creatives live; rotate weekly; kill anything <1% CTR or >£40 CPL after spend of 2× target CPL.

C) Local SEO + Google Business Profile (the compounding moat)

Google Business Profile

• Categories: Bridal shop (primary). Add products: list designers + hero gowns.

• Upload 30+ photos (fittings, storefront, interior). New photos weekly.

• Posts: New arrivals, appointment promos, trunk shows.

• Reviews: request from every bride—with photo. Reply to all.

Site structure

• /designers/[designer-name] pages (rank magnets), /appointments, /wedding-dresses-[city], /faq, /about with map and parking details.

• Add LocalBusiness schema. NAP consistency across web.

Result expectation: ramp 3–6 months; durable thereafter.

D) Appointment-setting system (the difference between “leads” and money)

Speed-to-lead: under 5 minutes. First contact wins.

Cadence (per lead)

• 3 calls in 48 hours (2.5 min avg),

• 5 texts/WhatsApp (48h sequence),

• 2 emails (confirmation + nurture).
  Scripts emphasise warmth + clarity: “We hold a 90-minute private fitting. Which works—Sat 11:00 or Sun 2:00?”

Show-up protection

• Reminders: 72h, 24h, morning-of (WhatsApp/SMS).

• One-tap Confirm / Reschedule link.

• Optional soft deposit for peak times.

Pre-consultation pack

• Auto-email: what to bring, designer list, parking, sizing range.

• Short style quiz (3 Qs). Reduces anxiety; increases purchase intent.

Pipeline math

• Revenue = Leads × Booking Rate × Show Rate × Close Rate × AOV.

• Example target: 100 leads × 18% × 80% × 45% × £2,000 = £129,600.

Step 3 — What to do today (clear actions)

1. Choose your channel using the rule above. Write it down. Commit for 6 weeks.

2. Build/clean the landing page (60 minutes):

• Headline: “Book Your Bridal Appointment in [City]”

• 3 bullets (Designers, Private Fitting, Easy Parking)

• Gallery (5 images), 2 testimonials, FAQs (dress range, budget, timing)

• Form: Name, Phone, Email, Wedding Date, Budget Band

• Buttons: Book Now, WhatsApp Us

3. Set tracking: one conversion event = “Lead/Appointment Submitted”. Verify in GA4 and the ad platform. No tracking, no scaling.

4. Launch budgets:

• Google: £30–£80/day on 8–12 exact/phrase keywords.

• Meta: 2 ad sets (engaged + local interest). 3–5 creatives. £20–£50/day.

5. Install the follow-up sequence (template):

• T+0 min text: “Thanks for your enquiry, I can hold Sat 11:00 or Sun 2:00—what suits?”

• T+2 hours email: stylist intro + what to expect.

• T+24 hours text: polite nudge + WhatsApp link.

• After booking: 72h/24h/day-of reminders.

6. Daily 30-minute discipline:

• Check spend, CPL, booked appointments.

• Kill worst creative/keyword.

• Reply to every lead. Speed wins.

7. Scale or switch at Day 21:

• Hitting Cost/Appointment target and ≥10 bookings/week? Increase budget 20–30%.

• Missing targets? Pause, fix landing page (speed, clarity), adjust targeting, or switch channel.