Absolute Cosmetics Medicine provides a range of cosmetic procedures with four full-time and six part-time clinics across Western Australia. The goal was to drive more enquiries for their main Perth clinics while maintaining a presence for key procedures in regional areas.
With a range of services they were not only competing against other local clinics but overseas clinics where the procedure costs are lower but come with a higher complication risk.
We took over management of an existing account that had a structure that focused more on awareness campaigns such as Youtube where you can reach a lot of people but typically see a lower conversion rate.
With a focus on driving leads, we needed to shift the budget away from YouTube and focus on search campaigns where you can reach people that are actively searching for these procedures. The main search campaigns were split into top-selling procedures, low-selling procedures and rural location campaigns. This structure allowed us to drive the majority of the traffic through areas that we knew would convert for the clinic while still maintaining some presence for those lower converting procedures and locations.
We also identified a gap in the conversion tracking with no calls from the website being recorded. This was added in to give us better data on how people were interacting with the site and which campaigns and search queries were leading to enquiries for Absolute Cosmetics.
By adjusting the campaign structure and focusing on procedure search queries we were able to reduce the ad spend by 9% while increasing the number of conversions by 24% and decreasing the cost per lead by 26%.
