Case Study 14

Client Overview

The client operates a boutique medical spa located just outside the city. While the location offered privacy and exclusivity, it also made visibility and discoverability difficult. After an unproductive experience with a previous advertising agency, the owner turned to a fresh approach to increase leads and improve efficiency.

Objectives

• Boost Lead Generation: Attract more qualified inquiries through digital advertising.
• Lower Cost Per Acquisition (CPA): Achieve sustainable growth without overspending.

Challenges

The business faced numerous hurdles, including:

• A disorganized Google Ads account and low ad quality scores.
• Missing or malfunctioning conversion tracking and pixels.
• Website issues such as broken forms, outdated design, and security vulnerabilities.
• Dynamic Search Ads triggering numerous 404 errors.
• A flawed setup of Conversions API and a missing “Thank You” page.

Strategy

The first step was pausing all campaigns to address these foundational issues. The approach included:

• Dynamic Search Campaign: Built to target service-specific pages, ensuring relevance and higher quality scores.
• Website Overhaul: Collaborated with a developer to fix technical problems, including broken forms, plugin conflicts, and an outdated theme.
• Creative Content Mix: Used 70% static images and 30% dynamic video ads to engage audiences.
• Channel Diversification: Ran campaigns across multiple platforms, including Google Ads (Search, Display, Discovery, and YouTube), META Ads (with a focus on Instagram), TikTok, and Programmatic Ads.

Execution

The campaigns were optimized to improve ad relevance and lead quality while lowering acquisition costs. Instagram Ads, in particular, delivered a significant number of leads in a short period, proving highly effective for the spa’s target audience.

Results

• Conversions: Increased by 206.67%, translating into more clients and inquiries.
• CPA: Reduced by 89.06%, achieving the goal of efficient spending.

Impact

This tailored performance marketing strategy turned a struggling lead-generation campaign into a success story. By addressing the technical and creative gaps, the client not only attracted more leads but also ensured their advertising budget was spent effectively.

Final Thoughts

This case demonstrates how resolving technical roadblocks and implementing a well-rounded advertising strategy can deliver exceptional results for a business, even in a competitive industry like medical spas.