Our client is a high-end medspa located in New York City that is at the forefront of aesthetic medical advances and anti-aging technology. Since 2006, their team of renowned medical professionals has been committed to delivering a higher level of care. Voted the #1 medspa in the U.S., they are a leader in the industry.
We successfully delivered more leads for our customer at a significantly cheaper price.
A competitive medspa market increases the cost of ad spend making every lead more expensive.
Formula Highlight: High average ad spend = less leads for more money
With less expensive medspa options for their patrons to choose from, our client wants to be known for their high level of expertise, not the most affordable provider. As such, it’s critical to differentiate between them and other more affordable medspa options.
Before the engagement, our client was producing poor-quality, low-volume leads from their website. In a highly saturated market, competitors are using paid advertising via Google Ads to increase their brand awareness and generate high-quality leads.
New York City, in particular, is an extremely competitive ads market where keyword bids are higher than average, and competition is dense. This makes generating cost-effective leads more challenging than usual. In addition, operating in the medical niche has become exceedingly challenging because many competitors have large advertising budgets and differentiation between service providers can be difficult.
According to WordStream, the average cost per lead for beauty and personal care services is $40, which means that the client’s current google ad campaign was producing weak results.
Fact Highlight:
The increase in demand for aesthetic treatments is forecasted to drive the growth of the medical spa market. According to The American Society for Aesthetic Plastic Surgery, in 2021, facial treatments increased by 54% while body sculpting treatments increased by 63% from 2020.A new campaign strategy was implemented from the ground up, from the landing page creation to the campaign bid approach.
We first approach the landing page strategy before diving into the Google Ad Campaign optimizations.
See how we did it:
We identified keywords relevant to their niche and target demographic. From there, we researched the ad landscape in New York City and evaluated how their competitors positioned themselves and created a paid advertising strategy that differentiated themselves in the market.
All ad copy is designed to speak to the pain points of their target customer and highlight what makes our client a better provider than their competition.
See how we did:
Most importantly, we continually iterated on our hypothesis for how to best manage the ad spend. By accurately tracking lead conversions and linking conversion actions directly back to specific keywords, we are able to better hone in our ad spending over time and improve results.
See how we did it:
More quality leads at a significantly cheaper price
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