Case study

How an aesthetic clinic cut CPA by 47% and gained 62% more visits

We ran a local Google Ads campaign for an aesthetic medicine clinic with an uneven flow of clients and a rising cost per conversion. The campaign cut CPA by 47% and increased visits to the clinic by 62%.

Google AdsLocal campaignsRemarketingNot disclosed

-47%

CPA

+62%

visits to the clinic

Industry: Beauty and aesthetic medicine
Market: Not disclosed
Channels: Google Ads, Local campaigns, Remarketing

The client and the goal

The client runs an aesthetic medicine clinic. We keep the name private, and the results below are shown as reported.

The clinic wanted a steadier flow of new clients from Google Ads, at a lower cost per conversion. The target was premium services in the beauty sector, where people book a treatment rather than buy a product.

The challenge: attracting clients to premium services

The aesthetic medicine market is growing, but competition is strong. The clinic had two problems: an irregular flow of clients and a rising cost of conversion in Google Ads.

The campaign had to fix both: a steadier flow of clients and a lower cost per conversion.

What we did: local and Google Ads optimisation

We reworked the campaign structure and the targeting. Four workstreams carried the work.

Segmentation by treatment
We split the campaigns by treatment and focused on the services with the highest return potential. It is the same logic as in any well-structured Google Ads Search account.
Ads aimed at local users
We targeted Google Ads at users in the clinic's area who were ready to book.
Remarketing to site visitors
We reminded people who had visited the clinic's website about the offer, through banners and search ads. See our approach to Google Ads remarketing.
A/B tests on copy and CTAs
We compared different versions of ad copy and calls to action to optimise ad performance.

Results: more effective ads and more clients

-47%

cost per conversion (CPA)

+62%

booked visits to the clinic

Higher

landing page conversion

What drove the results

Cost per conversion. CPA fell by 47%: the ads generated more bookings at lower cost.

Visits. The number of booked visits rose by 62%. More effective targeting brought more clients to the clinic.

Online bookings. Better communication in the ads increased the number of online bookings, which lifted conversion on the landing page.

What connects them. Focusing on the treatments with the highest return, and on people close to booking, is how a campaign keeps its budget on clicks that are likely to become appointments.

Key terms

The terms used in this case study, in plain language.

Term	What it means
Local Google Ads	Campaigns aimed at users in a defined area.
Cost per conversion (CPA)	The cost of winning a new client.
Remarketing	Reaching again users who visited the site but did not decide.
Landing page	A dedicated page optimised for booking services.
A/B tests	Comparing versions of an ad to find the most effective one.

The takeaway

Aesthetic medicine is a sector where precise targeting counts. An effective Google Ads campaign provides a regular flow of clients.

Want a steadier flow of bookings?

If you run a clinic or another service business and your cost per conversion keeps rising, we can show you where the budget goes. Start with a free audit or talk to us about your goals.