68% more qualified leads, 44% better show-up rate
The Numbers
The Engagement
Aesthetic Clinic Network
Aesthetic clinics have a specific lead quality problem that most agencies misdiagnose. The ads that drive the most clicks are often the ads that attract price shoppers: people who are comparing options, not committing. Before-and-after content, which is the natural creative approach for this category, is restricted on most platforms. And because most clinics track leads rather than booked consultations, it is easy to convince yourself campaigns are working when the actual appointments are not happening.
This clinic network had all three problems. Low-quality leads, high no-show rates, and no visibility into which campaigns were producing patients who showed up and paid versus people who filled out a form and disappeared.
What we changed
Creative was rebuilt around education rather than transformation claims. What does the procedure actually involve? What does a consultation look like? What should someone expect? That kind of content filters. The person who reads it and books a consultation is a materially different lead than the person who responded to a before-and-after image.
The funnel was redesigned around consultation commitment rather than lead capture. A form fill is not a conversion. A confirmed, time-specific appointment is a conversion. We made that the goal, which changed what we optimised for at every stage.
Revenue tracking was connected from ad spend through to actual treatments booked. For the first time, the team could see which campaigns were producing revenue, not just leads.
When you stop optimising for the cheapest lead and start optimising for the right lead, the cost per lead often goes up before the cost per customer goes down. This one did both.
Related