Aesthetic Medicine Clinic — Scaling Through Performance Advertising & Instagram
Directions:
Tools:
- Google Ads
- Facebook Ads
- Instagram Ads
- IP Telephony
- Google Analytics
- Google Tag Manager
An apparatus cosmetology clinic located in a city of one million people, despite its fame, faced difficulties in attracting new clients. The situation was exacerbated by the hacking and theft of their Instagram account with 25,000 followers, which significantly reduced the number of enquiries. According to the owners, the previous contractors were not doing a good job: there were no requests either from Instagram or the website. Our team took on this project to restore the clinic’s online presence and increase the flow of new clients.
Increasing online presence:
Increase the clinic’s visibility in social networks and paid search results.
Attracting new clients
Attracting potential patients interested in the clinic’s services by implementing a working promotion strategy.
Improving user experience:
Optimize the website and content for more convenient interaction with clients.
Increasing conversions:
Increase the conversion rate on the website, through online booking and calls. The task was also to increase activity on the Instagram social network (subscriptions, booking via Direct, increasing account engagement in general).
- Instagram engagement has been increased, currently 17,000 (+15,500) subscribers, website conversion has been improved, Meta Ads advertising campaigns have been reconfigured with a focus on direct mail applications, Google Ads have been launched, which has led to an increase in target actions (online booking, calls) on the website. Meta and Google analytics systems have been configured for accurate tracking of indicators, and IP telephony has been connected to control incoming and outgoing calls.
Launching advertising campaigns for key and profitable areas, as well as for branded queries.
Advertising profitable areas, campaigns to increase correspondence in direct and subscriber growth.
Setting up call tracking and the “GetCall” callback widget.
Recommendations for improving the site to increase conversion.
The client approved our proposed solutions after an hour and a half video call, during which we spoke in detail about each marketing tool we planned to use. After agreeing on all the details, we started launching advertising campaigns in Google Ads and Meta Ads, setting up IP telephony and call tracking, and finalizing the website to increase conversion rates.
Instagram:
The number of subscribers grew from 1500 to 15 thousand.
Coverage increased by 80%
A previous account with 25,000 subscribers was hacked and stolen. We were given a spare account with 1500 subscribers to work with.
The main tasks were to restore engagement, attract subscribers and receive requests from direct mail.
Launched direct mail campaigns, thereby attracting subscribers and getting targeted conversions.
As a result of work of advertising campaigns received more than 15 thousand subscribers and regular calls to direct for services.
Meta Ads
Previously, advertising campaigns were launched without setting up conversions and without a strategy. As a result: the client received a lot of clicks and conversions, but they did not lead to results – no calls or form submissions.
We decided to launch advertising campaigns with a focus on correspondence. Engaging content, a competent advertising account structure and work with relevant audiences began to bring stable results. Now our task is to work on optimizing the average cost per contact.
Google Ads
We have identified the most relevant and marginal areas for which there are a sufficient number of search queries. After the launch of advertising campaigns, optimization work is regularly carried out. We work with several types of advertising campaigns: “Search”, ‘Local/Google Maps’ and ‘Maximum Efficiency’.
As a result of these decisions, it was possible to focus on the most profitable areas with high demand. Regular optimization of advertising campaigns helped to increase their efficiency, and working with different types of campaigns – search, local and maximum efficiency campaigns – ensured a steady flow of targeted applications and improved visibility in the online space.
IP Telephony:
The first test advertising campaigns showed that the cost of sending a form on the site exceeded the acceptable limits. However, customized analytics showed that users were actively clicking on the phone number. Without IP telephony, unfortunately, it is not possible to accurately track the number of calls.
We implemented an IP telephony system with calltracking and a callback widget. We also connected analytics systems and configured the transfer of conversion data to advertising accounts. This allows us to optimize advertising by training it based on data about calling customers.
Already in the first month, we noticed that 80% of potential clients preferred to call directly rather than send requests. Thanks to properly configured analytics systems, we were able to accurately track the sources of calls – whether it was a Google ad or a Facebook campaign. This allowed us to get more accurate feedback on the quality of requests and make adjustments to improve results.
15,500
New subscribers
5,000+
New Google + Instagram applications
$1.9
Average application cost
886
Calls from the site
$3,800
Google Ads budget
$7,800
Meta Ads budget
Understanding the niche and the experience of specialists play a key role in the successful promotion of any business on the Internet. In this project, a comprehensive approach, including increasing Instagram engagement, optimizing the website and advertising campaigns, as well as implementing analytics and IP telephony, resulted in a significant increase in targeted actions. Properly built marketing strategy with a focus on the specifics of the business helps to effectively solve the tasks of attracting customers and improving performance, which is confirmed by the results of our work.
*Information on this case is acutal and updated: 01.09.24
