CASE STUDY · HEALTHCARE AESTHETICS

Washington DC facial plastic surgery practice cuts cost per conversion by 57% and nearly triples conversions in three months

A Washington, D.C.-based facial plastic surgery practice was running Google Ads for high-value procedures like facelifts, but volatile results and a high cost per conversion were limiting consult bookings. We rebuilt the campaign around procedure-specific intent, tightened conversion tracking, and optimized within Google's healthcare advertising restrictions — dropping cost per conversion from $141.68 to $61.12 while conversions grew from 34 to 99 and conversion value more than doubled.

-57%

Cost per conversion

2.9×

Total conversions

+161%

Conversion value

CLIENT

Confidential — Facial Plastic Surgery Practice

INDUSTRY

Healthcare Aesthetics · Facial Plastic Surgery

SERVICES

Google Ads

GA4

Landing Page

Conversion Tracking

ENGAGEMENT

Google Ads Campaign Optimization · 3 Months (Ongoing)

THE CHALLENGE

Where the practice was stuck.

This D.C.-based facial plastic surgery practice was already investing in Google Ads for high-value procedures like facelifts, but the account was underperforming. Across the prior three months, cost per conversion averaged $141.68 against roughly 34 conversions total — far too expensive for a practice trying to fill a consistent consult calendar.

Campaigns were built around broad terms rather than procedure-specific intent, conversion tracking didn't distinguish between calls, form fills, and booked consults, and the account wasn't structured to work within Google's advertising restrictions for cosmetic and healthcare-related categories. Without clean signal, the algorithm had no way to find the right patients.

$141.68

Cost per conversion (before)

~34

Conversions / 3 months

$38.2K

Conversion value / 3 months

High cost per conversion ($141.68)

Broad, non-procedure-specific targeting

Calls, forms & consults not tracked separately

Limited by Google's healthcare ad restrictions

No dedicated consult-booking landing page

Inconsistent month-to-month lead volume

OUR APPROACH

A proven 5-phase growth system.

1
Audit
2
Strategy
3
Build
4
Launch
5
Optimise

PHASE 1 · AUDIT

Conducted a full audit of the existing Google Ads account, GA4/GTM conversion tracking, keyword structure, and ad compliance with Google's advertising policies for cosmetic and healthcare-related procedures.

GA4 + GTM audit Ads account & policy audit Landing page review

PHASE 2 · STRATEGY

Mapped a procedure-specific keyword strategy (facelift, mini facelift, deep plane facelift) across the DC/Maryland/Virginia service area, and designed a conversion tracking architecture that separates calls, form fills, and booked consults — all built to work within Google's sensitive category restrictions.

Procedure keyword & geo plan Compliant tracking architecture Consult-funnel landing page brief

PHASE 3 · BUILD

Rebuilt the campaign structure around individual procedure ad groups, refreshed ad copy for a higher-consideration patient journey, and stood up a dedicated landing page built to convert visitors into booked consults.

Consult landing page design & dev Procedure-level ad copy Call & form tracking setup

PHASE 4 · LAUNCH

Activated the new campaign structure and verified every conversion action — calls, form fills, and consult bookings — was firing correctly before establishing a clean performance baseline.

Campaign activation Conversion verification Performance baseline set

PHASE 5 · OPTIMISE

With clean, procedure-level data feeding the algorithm, we continuously refined:

Search terms and negative keywords
Day-of-week and dayparting performance
Geographic bid adjustments across the DMV area
Ad copy and headline testing
Transition toward value-based bidding

Weekly reporting A/B ad testing Monthly growth review

WHAT WE BUILT & RAN

Inside the engagement.

CAMPAIGN OPTIMISATION

What we optimised.

Procedure-specific keyword targeting (DMV area) 95%

Conversion tracking rebuild (calls + forms + consults) 100%

Consult-booking landing page creation 90%

Negative keyword refinement 92%

Geographic bid adjustments (DC / MD / VA) 85%

Ad copy and headline testing 85%

Transition to value-based bidding 88%

SYSTEMS USED

Google Ads GA4 Google Tag Manager Call Tracking

RESULTS

What changed for our client.

Reduction in cost per conversion ($141.68 → $61.12)

More conversions across 3 months (34 → 99)

Increase in conversion value ($38.2K → $99.8K)

RESULTS

The first month after the rebuild brought cost per conversion down to $66.45 with 29 conversions — a solid start. Month two was a real test: as we pushed further into procedure-specific targeting, cost per conversion actually rose to $77.66 with conversions dipping slightly to 27, the kind of short-term noise that comes with restructuring a healthcare account mid-flight.

Month three is where it broke through. Cost per conversion dropped to $47.14, conversions jumped to 43, and conversion value more than doubled to $51.6K for the month alone — the clearest sign that the tightened tracking and procedure-level targeting had finally given the algorithm what it needed.

Across the full three months, cost per conversion fell from $141.68 to $61.12 — a 57% reduction — while conversions grew from 34 to 99 and conversion value rose from $38.2K to $99.8K. Ad spend increased by roughly 26% over the same period, but with conversions nearly tripling, that spend is now working far harder for the practice.

MONTH 1 — APRIL

Google Ads performance dashboard after month 1 of optimization: $1.93K cost, $66.45 cost per conversion, 29 conversions, $22.8K conversion value