Bellevue Plastic Surgery Practice · Google Ads

Twice the consultation requests at a third of the cost.

This client is a plastic surgery practice in Bellevue, Washington, offering breast, cosmetic and injectable procedures. The practice wanted Google Ads to bring in a steady flow of consultation requests from the Bellevue and Tacoma area without raising the budget.

At a glance

Client: Bellevue Plastic Surgery Practice
Industry: Plastic surgery
Channel: Google Search
Engagement: July 2019 to June 2022

Cost per lead down 63%, from $526 in the second half of 2019 to $193 in the first half of 2022
Leads up from 25 to 62 per six months on 9% less spend
40 leads in Q2 2022 at $150 each, the strongest quarter of the engagement
Leads per year up 66% from 2020 to 2021 on the same budget

63%lower cost per lead, from $526 to $193Bellevue Plastic Surgery Practice. Google Ads.

The situation

The practice was spending about $2,200 a month on search across three campaigns: breast, cosmetic and plastic surgery. Clicks were coming in, but consultations were inconsistent. Some weeks produced none.

What we found

Two of the three campaigns were bidding for clicks, not conversions, even though the account had enough conversion history to bid on results. Many of the ads repeated the same lines, so Google had little to test. An Injectables campaign was taking a large share of the budget and producing very few consultations. Its landing page read like a blog post, with no call to action or form above the fold.

What we changed

We moved the campaigns from Maximize Clicks to Maximize Conversions and rewrote every ad group as a responsive search ad with distinct headlines. We reviewed search terms every week and added negative keywords to keep the budget on people looking for a surgeon. We split prospecting by city, with separate Bellevue and Tacoma ad groups, and kept every extension (call, location, sitelinks, promotions) active.

We paused the Injectables campaign and moved its budget to the procedures that were booking consultations. We sent the practice specific landing page recommendations, including a clear call to action and a lead form at the top of the page.

What happened

In the second half of 2019 the account produced 25 leads at $526 each. In the first half of 2022 it produced 62 leads at $193 each, on 9% less spend. Leads grew 66% from 2020 to 2021 with the budget flat, and the second quarter of 2022 was the best of the engagement, with 40 leads at about $150 each.