How we cut Absolute Cosmetic Medicine's cost per lead 26% on less spend

Absolute Cosmetic Medicine runs four full-time and six part-time clinics across Western Australia. The goal was more enquiries for the main Perth clinics, while keeping a presence for key procedures in the regional areas. And the competition isn't just local: overseas clinics offer the same procedures cheaper, with a higher complication risk.

We took over an existing account whose structure leaned on awareness campaigns, YouTube in particular. That reaches a lot of people, but it typically converts at a much lower rate than search, and enquiries were what the clinics needed.

With leads as the goal, the budget had to move away from YouTube and into search, where people are actively looking for these procedures. We restructured the account so most of the spend went where we knew it would convert, without abandoning the lower-converting procedures and regional locations entirely.

By restructuring the campaigns around procedure search queries, we reduced ad spend by 9% while increasing conversions by 24%. Cost per lead came down 26%. Less money in, more enquiries out.

With call tracking now in place, every campaign and search query is measured against real enquiries, which gives us a much clearer picture to keep optimising against.