Why Spending Smarter Worked Better Than Spending More for NicholsMD

How NicholsMD Cut Ad Costs While Boosting Results—All Within 30 Days

Situation.

NicholsMD, a luxury boutique dermatology brand, wanted to reach more qualified prospects without increasing ad spend. Despite running Google Ads already, they were hitting a performance plateau:

Stagnant Click Volume

Traffic wasn’t growing, and high-intent audiences weren’t engaging.

Escalating Costs

 CPM and CPC rates were creeping up with no improvement in lead volume.

 
 

Our Approach.

We approached NicholsMD’s account with a zero-waste philosophy—every dollar had to work harder.

  1. Refined Targeting: We dug into their existing audience data and realigned campaigns to focus on higher-converting, intent-rich queries.

  2. Smart Bidding Adjustments: We shifted to more efficient bidding strategies tied directly to conversion likelihood, not just click volume.

  3. Ad Copy Refresh: We reworked messaging to reflect seasonal treatments, consumer pain points, and stronger CTAs.

  4. Budget Rebalancing: Rather than increasing spend, we redistributed budgets toward the highest-performing campaigns and cut low-performing campaigns.

Objectives.

Objective 1: Efficiency | Lower CPM and CPC without sacrificing lead quality.

Objective 2: Volume | Drive more engaged traffic to key landing pages.

Objective 3: Value | Improve lead cost performance without increasing current spend.

Services Provided.

  • Google Ads Strategy & Management (Search, Display, Brand)

  • Keyword & Audience Targeting Optimization

  • Budget Reallocation Strategy

Results & Impact.

In just 30 days, NicholsMD saw:

  1. More clicks (+15%) with less spend (–4%)

  2. Dramatically reduced CPM (–30%) and CPC (–16%)

  3. A 4% drop in CPL, improving ROI without sacrificing lead quality

↓16%

Decrease in Cost Per Click (CPC)

↓30%

Decrease in CPM

↑15%

Increase in Clicks