Skin Care Clinic With 2M+ Ad Budget – Skin Treatment Specialists Google Ad Case Study
The referred client in this Google Adwords case study is a popular skin care treatment specialist who has a client base across India. They utilize advanced technology such as laser surgery and Tribeam Premium Q Switch Laser treatment and offer various types of treatments, including skin tightening, eyebrow treatment, hair reduction, mole removal, acne scar removal, and others.
With over 25 years of expertise, each doctor at the clinic made certain to deliver exceptional and effective treatments, resulting in a solid client base. However, the skin care specialist contacted OMR in order to achieve rapid expansion in the market, and we assisted them in this endeavor.
Challenges and Objectives
- The main objective for the client and us was to drive high traffic to the website to reach more customers.
As the client did not have any experience related to Google or any other paid online advertisements, they fell behind their competitors who were using online ads. So, they needed an effective online marketing strategy with Google Ads.
- The clinic was also witnessing slow growth due to its lack of visibility in the market, and the potential customers didn’t have knowledge about the treatments used by our client.
- Due to the price of the treatment, many people were skipping the part where they could understand how the treatments were done and the value of them.
Solutions and Execution
Since our client did not have issues with the advertising budget, we had the choice to target as many keywords as possible through ads. Nonetheless, we made certain to give them a proper head start with their marketing ads and to generate the results they required.
- We created ad campaigns such as search ads, video ads, display ads, local ads, performance max ads, and smart ads in different cities to target a specific audience with key phrases. This reduced the competition for key phrases and minimized ad expenses as well.
- The clinic attracted patients for a variety of services by using broad skincare-related keywords and symptom-based phrases such as “remove acne scars” and “access facial hair.”
- The ads were diverse in terms of sales copy, informational content, and simple brand awareness campaigns.
- With informational video ads, we not only displayed the process of the treatment but other patients’ reviews as well. This increased the potential audience’s trust in the clinic, resulting in high conversion rates.
- The ads included proper call-to-action copy that prompted viewers to either fill out the form to understand the process or make a direct call to get an appointment.
Results
The clinic is currently gaining new patients from cities like Delhi, Gurgaon, Faridabad, and Ghaziabad due to our Google Ads efforts. We significantly improved the website’s visibility in these neighboring areas, and prospective patients are responding positively to the advertisements.
- The ad campaigns generated 177K+ clicks, 10.2 million impressions, and 2.5K conversions between July (or correct month) 2019 and September 2022.
- With high conversion rates, the clinic generated huge revenues in these 2+ years compared to their previous revenues.
- The increased sales also brought the client more clients via referrals and online reviews.