TRANSFORMING A LUXURY FACIAL AESTHETICS CLINIC THROUGH PERFORMANCE MARKETING
In the world of facial aesthetics, attracting new clients is a constant challenge. We recently had the opportunity to work with a passionate business founder who owns a global facial aesthetic clinic with locations in London and Dubai. Despite being in operation for two years in London and one year in Dubai, the clinics were struggling to generate interest and visibility with relevant new potential clients. However, their conversion rate with new clients was strong, so we knew the solution lay in bringing in relevant leads at scale using performance marketing channels and enhancing on-site SEO.
The Journey
Our journey began with a thorough audit of the existing digital marketing infrastructure to identify areas of improvement. Several key opportunities emerged:
1. Meta Campaign Optimisation: We noticed that the existing Meta campaigns were optimised for awareness rather than conversion. We shifted our focus to ensure we were targeting the right potential clients and tracking results for the correct KPIs.
2. Retargeting Campaigns: Some retargeting campaigns were reaching a global audience, resulting in unnecessary spending on audiences unlikely to convert long-term. We refined the campaign geo-targeting and reallocated our budget into more effective and relevant audiences.
3. Facebook Pixel: The Facebook Pixel setup was incomplete, failing to track the correct on-site actions, such as appointment request submissions. This made measuring and optimising campaigns a challenge as the Meta algorithm was not able to flex its full potential.
With these issues resolved, we set out to create new campaigns that aligned with the clinics' core objectives.
Our Campaign Objectives
Despite the geographical distance, the target audiences in London and Dubai shared similar characteristics. Our campaign objectives revolved around two core aspects of the clinics:
1. Showcasing Innovative Hair Restoration Services: We wanted to highlight the clinics' impressive hair restoration services to potential clients.
2. Emphasising Quality Care and Professionalism: This clinic group is known for its team of leading global doctors, and we aimed to communicate the level of professionalism and quality care that they provide.
The Results
After implementing these changes and launching our new campaigns, the results were truly remarkable. Over a six-month period, both clinics saw significant transformations:
London Results:
A staggering 279% increase in new leads Year-over-Year (YOY)
An impressive 73.26% improvement in Cost Per Lead (CPL) YOY, bringing it down to £72.37
Dubai Results:
An astonishing 235% increase in new leads Year-over-Year (YOY)
A remarkable 85.28% improvement in Cost Per Lead (CPL) YOY, reducing it to just £53.53
Your Journey Starts Here
The success of this facial aesthetics business in London and Dubai is a testament to the power of a strategic approach to performance marketing. By identifying and addressing campaign inefficiencies, optimising Meta campaigns, and targeting the right audience, we were able to significantly increase new leads whilst drastically improving CPLs across both markets.
If you're a business owner facing similar challenges or looking to take your business to the next level, we invite you to reach out. Let's have a conversation about how we can work together to achieve remarkable results for your business, just as we did for this client. Your journey to success begins here, and we're excited to be part of it with you. Get in touch today, and let's make your business thrive.
