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AESTHETICS · LEAD GENERATION · MULTI-SITE CLINIC
SERVICES WE RUN
PPC
CRO
MARKETING SOLUTIONS
Lead Generation
Social Media Marketing
Brand Awareness
Performance Marketing
◆ AT A GLANCE ◆
One scaled, one opened
The second built on the system proved at the first.
Best creative against the account average
Cost per lead, same treatment, same period.
Spread between two pages behind one ad
The same advert, two landing pages, two very different costs.
Ad and landing page combinations tested
Across eighteen distinct creative concepts.
At the client’s request, every figure on this page is a share, a rate or a ratio between campaigns. We have not published lead volumes, ad spend or cost per lead in absolute terms, and no two figures here can be combined to derive any of them. If you want the absolute numbers, the client is happy for us to walk through them on a call under NDA.
◆ THE STARTING POINT ◆
WHAT WE INHERITED
A single location, with consultation volume that needed to grow without the cost per booking growing with it
Advertising pointing at general website pages rather than at anything built for the specific promise each ad was making
A competitive local market where several clinics bid for the same audience with similar offers
A second location to launch later, with no audience, no history and no performance data of its own
◆ THE DIAGNOSIS ◆
An advert makes a specific promise to a specific person. Sending that click to a general treatment page breaks the promise and loses the booking. We built dedicated landing pages matched to each ad’s message and kept improving them, and the evidence is unambiguous: the same advert, run against two different pages, produced costs per lead differing by nearly half. The page is not the afterthought, it is half the campaign.
In paid social the biggest swing in cost per lead comes from the concept, not from the targeting settings. More than sixty ad and page combinations were tested across eighteen distinct concepts, and the strongest of them produced consultations at around a third below the account average. Finding that concept is worth more than any amount of bid tuning.
Opening a new clinic means starting again on audience and data, in a town where the brand means nothing yet. It gets its own campaigns and its own pages rather than an extension of the first location’s budget — but it inherits everything already learned about which creative works.
Google plays a different role here: low volume, high intent, people actively looking. It is run deliberately small and kept clean, with extensive negative keyword work stripping out the research traffic, the competitor names and the nearby towns the clinic does not serve. It earns its place on efficiency rather than on scale.
◆ THE WORK ◆
PHASE 01
Original location
Dedicated landing pages built for each advertising concept, with the message, the offer and the booking path matched to what the ad promised. Nothing was scaled until the page behind it was converting, because scaling a campaign into a page that does not convert simply spends more to get the same result.
CRO
PHASE 02
Original location
Consultation volume at the original location was grown while cost per booking was pushed the other way. Those two usually move together in the wrong direction; keeping them apart is the whole job, and it is done by replacing weak creative faster than the auction gets more expensive.
PPC
PHASE 03
Ongoing
Eighteen distinct creative concepts, each run against multiple landing page versions. Weak combinations were cut quickly and the strongest were scaled, which is how the best performer ended up producing leads at roughly a third below the account average.
PPC
CRO
PHASE 04
Second location
The second location launched with its own campaigns and its own landing pages, but inherited everything already known about which concepts work. A launch always carries a higher cost per lead while the account learns, and measured across the whole engagement that start is still sitting in the average. On recent months the two locations now sit close together, and the newer site’s strongest campaign has been producing leads below the original location’s average cost. That is the point of proving the system before running it again.
PPC
CRO
PHASE 05
Ongoing
The Google account is run small and high intent, with sustained negative keyword work removing research traffic, competitor searches and the surrounding towns the clinics do not cover. It runs at a click-through rate several times the typical benchmark for the category.
PPC
◆ HOW IT IS RUN ◆
One principal operator
The person who builds the campaigns and the pages is the person who runs them and the person on the call. No account manager relaying instructions, and no junior learning on the budget.
Weekly, not monthly
Creative performance, landing page results and lead quality reviewed every week. In paid social, a concept fatigues in weeks, not quarters.
Pages are part of the media job
Landing pages are built and improved by the same operator running the ads. Handing the page to somebody else is how the ad and the page end up making different promises.
Always testing a new concept
A share of budget is always on something unproven, because the current best performer will eventually stop being the best performer.
Each location measured on its own
Locations have their own campaigns, pages and numbers. Averaging them together hides a new site struggling behind an established one.
Everything is theirs
Campaigns, landing pages, tracking and creative sit in the client’s name and have from day one, on thirty days’ notice.
◆ WHAT MOVED ◆
Principal operator, TGMA
◆ WHAT IS NEXT ◆
Scaling consultation volume further at both locations, rather than treating the current level as the ceiling
Scaling volume at the newer location now its cost per lead has converged with the original’s, rather than treating the launch period as the benchmark
Preparing a third location to launch on the same system of matched ads and dedicated pages
Giving Google a larger role with its own dedicated landing pages for the flagship treatment, rather than the deliberately small high-intent account it is today