Case Study — Device-Based & Injectable Cosmetology
Promoting a Cosmetology Clinic in Germany
Over 12 months, the Instagram audience grew 10×, the clinic received 4,800 inquiries and acquired around 1,500 new clients.
Instagram followers
Grown from 1,500 over 12 months
Inquiries received
3,600 from Instagram + 1,200 from Google
New clients
Average acquisition cost €40
The Client
A Device-Based & Injectable Cosmetology Clinic
A clinic in Germany specializing in device-based and injectable cosmetology, anti-aging treatments, and skincare. At the start, it had an Instagram account with 1,500 followers and low engagement, plus an SEO-optimized website that wasn't generating enough calls or inquiries.
The clinic used the Altegio CRM system to manage its client base, but had no proper analytics infrastructure: it couldn't reliably identify which channels inquiries came from or how much it actually cost to acquire a new client.
The Approach
A System Instead of Scattered Campaigns
Instead of one-off posts, we built a comprehensive setup: expert content on Instagram, Google Ads search campaigns, full analytics, and telephony integrated with the CRM. The budget grew gradually as campaigns were optimized. On average over the whole period, the monthly ad spend was €5 000 (€3,000 Instagram and Facebook Ads + €2,000 Google Ads).
The goal wasn't just to increase reach, but to build a measurable acquisition system: from the first ad touchpoint to a booking and a clinic visit.
What We Did
Four workstreams, one system
Instagram Promotion
Reels, before/after breakdowns, testimonials, first-person specialist stories, ad campaigns and lead forms to build trust and drive inquiries.
Google Ads
Search campaigns across device-based and injectable cosmetology, anti-aging, skincare, and local queries.
Analytics & Tracking
Google Analytics 4, Meta Pixel, tracking of inquiries and target actions, linking calls back to ad sources.
Telephony & CRM
Virtual PBX, call tracking, sync with Meta, Google Ads, the website and Altegio, reporting on inquiries and bookings.
Ad Budget
Gradual growth as campaigns were optimized
The budget increased gradually as effective campaigns were configured and scaled. The table below shows average figures across the full engagement period.
| Channel | Average monthly budget | Budget over 12 months |
|---|---|---|
| Instagram and Facebook Ads | €3 000 | €36 000 |
| Google Ads | €2 000 | €24 000 |
| Total ad budget | €5 000 | €60 000 |
Results Over 12 Months
Measurable growth across every workstream
Instagram followers grew from 1,500 to 15,000 — a 10× increase. Through Direct messages and ad lead forms, the clinic received around 3,600 inquiries. The average cost per inquiry from Instagram and Facebook was €10.
Google Ads search campaigns generated 1,200 qualified inquiries: 720 phone calls at €22 each and 480 website form submissions at €17 each. The average cost per inquiry from Google was €20.
Audience growth
From 1,500 to 15,000 followers
Average cost per inquiry
Across all channels
Cost per new client
Inquiry-to-client conversion ~31%
Inquiries from Google Ads
| Inquiry type | Count | Average cost |
|---|---|---|
| Phone calls | 720 | €22 |
| Website form submissions | 480 | €17 |
| Total from Google | 1 200 | €20 |
Overall Result
| Metric | Result |
|---|---|
| Engagement period | 12 месяцев |
| Total ad budget | €60 000 |
| Inquiries from Instagram and Facebook | 3 600 |
| Calls from Google Ads | 720 |
| Website form submissions from Google Ads | 480 |
| Total inquiries | 4 800 |
| Average cost per inquiry | €12,50 |
| New clients | около 1 500 |
| Conversion to new client | около 31% |
| Average cost per client | €40 |
Summary
From scattered activities to an acquisition system
Over the course of a year, we built a full client acquisition and tracking system for the clinic. Instagram became the primary channel for building trust and generating first-touch inquiries, while Google Ads brought in an additional stream of clients with already-formed demand. Integrating advertising, the website, telephony, and the CRM made it possible to see the entire client journey — from first interaction to clinic visit.
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The data and results presented in this case study are based on actual project analytics and are published with the client's consent. In accordance with confidentiality agreements and NDA terms, identifying and commercially sensitive information has been anonymized, and individual figures have been rounded without changing the overall dynamics and project totals.