Aesthetics is discretionary spend with a very wide range of price points, tight advertising policy on imagery, and demand that arrives in waves around events and seasons. An account that treats every consultation request as the same conversion will quietly fill your calendar with the least profitable half of your menu.
The metrics look healthy right up until someone compares the schedule to the revenue.
A consultation for the entry-level treatment and one for the flagship procedure are worth very different amounts. Merged into one conversion action, the platform optimises toward whichever is easiest to get, which is always the cheap one.
Demand builds ahead of events, holidays and summer, and several treatments have a lead time that makes clients plan backwards from a date. A flat monthly budget misses exactly the weeks worth winning.
Time goes into before-and-after concepts that get disapproved, and the account falls back on generic stock. The stronger route, credibility and practitioner qualification, is usually left unexplored.
If clients routinely move onto a package, the first appointment is a fraction of their value. Bidding as though that first appointment is the whole relationship leaves the aggressive bids on the table for a competitor.
Built around treatment value, the seasonal curve and what the platforms will actually approve.
Campaigns and conversion actions split so entry-level and flagship treatments can be bid at what they are actually worth, instead of averaging into the cheapest one.
If a share of clients moves onto a package or membership, that gets built into the target, which usually means you can pay more per consultation than you currently think.
Budget and bids built to lean into the weeks before events, holidays and summer, and to pace down through the quiet stretch rather than spending evenly across an uneven year.
Concepts built inside what ad platforms allow for aesthetic and body-related advertising, leaning on qualification, credentials and the consultation experience rather than on imagery that will be disapproved.
Pages built for a client who is comparing providers on trust as much as on price, with the practitioner credentials, the process and one clear way to book.
Cost per consultation and cost per booked treatment broken out by service, so you can see which part of the menu the spend is actually filling.
Meta usually carries more weight here than in clinical healthcare, because a good deal of aesthetic demand is created rather than captured. It still gets measured separately.
I would rather describe a real engagement honestly than invent a case study with invented numbers. The healthcare work below is an ongoing senior role, so I can speak to scope, scale and approach, but not to a client logo or exact percentages.
Ongoing role as Senior Paid Media Manager, leading strategy and a growing paid media team across multiple service lines, in an industry where every claim in an ad is subject to medical advertising rules and clinical review.
Different industry, included because the numbers are public and verifiable. Roughly $20K per month in Google Ads spend, in a market with $45 to $80 CPCs.
I go through the account, the tracking and the patient journey and tell you what is actually broken. You get the findings whether or not we work together.
Tracking, conversion actions and structure get corrected first. Optimising on top of bad data just makes you confidently wrong.
Campaigns, ad copy, audiences and landing pages built around how patients actually search, and around what your compliance rules allow.
Weekly optimisation against booked appointments rather than form fills, with a monthly written read on what moved and what is next.
Long-form writing on this topic from the blog.
Not freely. Ad platforms restrict imagery that implies a body transformation, and several aesthetic categories carry additional policy limits. The practical answer is that the strongest creative in this category rarely relies on the before-and-after anyway, because credibility, practitioner qualification and the consultation experience do more of the persuading.
Almost always because the account is buying consultation requests for the cheapest treatment and counting them the same as requests for the most expensive one. Aesthetic price points vary by an order of magnitude. Until the account can tell them apart, it will optimise toward the cheap end by default, because that is what converts most easily.
Quite, and predictably so: demand builds before events, holidays and summer, and certain treatments have a lead time that makes people plan backwards from a date. Running a flat monthly budget through that curve overspends in the quiet weeks and runs dry in the weeks that would have paid for the quarter.
Substantially. If a meaningful share of clients moves onto a package or membership, the value of a first appointment is a fraction of what that client is worth, and you can afford to bid far more aggressively than a single-treatment calculation would suggest. Most accounts never make that adjustment.
A short form beats a long discovery call. Give me the basics and I will come back with a straight read on whether I can help, usually within one business day.
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