Digital marketing can transform even the most niche industries—plastic surgery included. Here’s how we helped a clinic dramatically increase conversions in just two months with the right strategy and execution.
When plastic surgeon Dr. Veerle Rotsaert approached us for expert Google Ads management, we were ready for the challenge. A deep dive into their account revealed several issues—duplicated and miscategorised keywords, minimal use of negative keywords, and a tangled conversion tracking setup. Despite these inefficiencies, reported conversion metrics seemed unusually high for the competitive plastic surgery market. To uncover the real performance drivers and cut through the noise, a meticulous optimisation strategy was essential.
First we had to set up accurate conversion tracking. So far Google Ads was tracking “Inquires” and “Engagements” as conversions and tried to optimise for them. The problem with engagements is that it’s much easier to get such conversion. “Engagement” is a type of conversion where user has to spend 3 minutes or browse 5 pages. This resulted in very high amount of conversions with a small budget.
However, our primary goal was to get more plastic surgery leads not people who like to browse the web. So we implemented accurate conversion tracking by utilising Google Tag Manager. We started tracking form inquires, calls and emails.
After implementing accurate conversion tracking we got to work on the keywords for our plastic surgery Google Ads campaign.
We identified relevant keywords which then were split into ad groups and we wrote the copy. Our aim was to have 5-8 keywords per ad group and make the copy hyper personalised.
For example, “fat removal” and “liposuction” means exactly the same procedure; however, they need to go to different ad groups. If we combined them and someone would search for “fat removal” and an ad shows up speaking about “liposuction” most of the time the person won’t click on it even though it’s exactly the same procedure. By splitting the keywords we were able to write a very personalised copy.
To optimise the campaign and get more leads we created a pop up. In an exchange for an email and procedure of interests our potential plastic surgery leads could download a brochure and receive 50% off consultation.
To further optimise our plastic surgery campaigns we were rating quality of our leads and then we would upload it to Google Ads which resulted in higher amount of high-quality plastic surgery leads.
We also added different audiences to “Observation” so we could identify what type of people are converting. Our other optimisation ,which yielded great results, was to adjust bidding for areas in London where most of the people have higher income such as Knightsbridge or Belgravia.
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