CASE STUDY
NYC MedSpa Google Ad Campaign
Location
New York City, NY
Industry
Medspa
Service
Google Ad Campaign
Result Highlight:
Cost per conversion started at $108 dollars. Overtime, it decreased to $32. That’s a 70% decrease in cost per conversion.
What it means:
We successfully delivered more leads for our customer at a significantly cheaper price.
Challenge
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.
Solution
A new campaign strategy was implemented from the ground up, from the landing page creation to the campaign bid approach.
Create an Optimized Landing Page
We first approach the landing page strategy before diving into the Google Ad Campaign optimizations.
See how we did it:
- Multiple places to convert. We made it as easy as possible for potential customers to get in touch with us in the way that they are most comfortable (filling out a form, sending us an email, or using a click-to-call button.)
- Mobile optimization. Ensured the landing page is easy to use via mobile device and the first element traffic sees is a call-to-action button or a ‘call now’ button.
- Highlight results. In the medical niche, image proof of results is vital.
- Social proof. Real client testimonials are featured throughout the landing page.
- Value proposition for customers. Detail reasons why a client would choose us versus the competitor.
- Effective conversion tracking. Track how people are interacting with the landing page and adjust our content accordingly.
- A.B testing. Run multiple landing page variations to maximize the budget and collect data to better optimize.
- Special offer. To improve their competitive advantage and accelerate results, we strategically created an offer that would drive urgency to contact the medspa for a consultation.
Interest Targeting and Bid Optimization
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.
Copywriting and Campaign Strategy
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:
- Mobile click to call ads to drive traffic directly from google ad results to a conversion action (i.e. a phone call)
- Carefully segmenting ad groups by keyword type and theme. Our goal is to increase the quality score of the ad, which can help reduce the cost per click over time.
- Continuously A/B testing ad copy variations to see what content generates the best results & engagement
Strategic Ad Testing
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:
- Pausing underperforming keywords
- Adding negative keywords to eliminate irrelevant queries
- Adjusting bid strategies on top performing keywords
- Breaking out higher and lower performing keywords into separate ad groups to have tighter control over ad spend
- Social proof. Real client testimonials are featured throughout the landing page.
- Value proposition for customers. Detail reasons why a client would choose us versus the competitor.
- Effective conversion tracking. Track how people are interacting with the landing page and adjust our content accordingly.
- A.B testing. Run multiple landing page variations to maximize the budget and collect data to better optimize.
- Special offer. To improve their competitive advantage and accelerate results, we strategically created an offer that would drive urgency to contact the medspa for a consultation.
Results
More quality leads at a significantly cheaper price
- Cost per conversion started at $108 dollars – Over time, it decreased to $32
- With a treatment that starts at $800 per session, this is a huge win.
- Result: Cost per conversion decreased 70% from $108 to $32
- Why it matters: lower cost per conversion = more leads for less money
- Low-quality leads were not generating a return on investment.
- Result: Conversion rate improved from 3% to 10.9%
- Why it matters: Designing a new landing page that was more user-friendly and optimized for conversions maximized lead gen results. Higher conversion rate = more leads.
- Optimizing keywords in the competitive ad marketplace was essential for staying within budget.
- Result: Cost per click dropped from $8 to ~$3
- Why it matters: More people can click on the ad for the same budget.
- More clicks = more conversions = more leads.
