The simple strategy we used to decrease CPL by 67%

Situation.

Our medical spa client had just relocated to a larger and newly-remodeled retail space. They filled the larger space with new technology and equipment meant to provide more services and treat a higher volume of patients. They came to us wanting to attract more local patients to their business and promote their new services.

Objectives.

Together we outlined which services our medspa client wanted to focus on, and built separate Google Ads campaigns for each service. Then, we defined our Cost Per Lead goal for each campaign based on the percentage of the profit margin for each service.

Our Approach.

Once the campaigns ran long enough for Google to optimize placement and pick up momentum, we dug into the data to learn where we could optimize the campaigns. Based on Insights provided by Google, we identified three main parts we could improve to increase conversions and lower the CPL: keywords, ad copy, and daily budget.

Keywords: If you’re not familiar with Google Ads, keywords are words or phrases you choose to determine when and where your ads appear. First, we identified which keywords produced conversions; this told us what terms Google searchers found relevant to our client’s services. Next, we paused the keywords that had a high number of impressions but did not produce any conversions. Finally, we looked into search terms–words that Google searchers used that resulted in seeing our ads that we did not include in keywords–and added those to our list of keywords.

Ad copy: Google provides data on which descriptions and ad copy were most shown; this metric is relevant as it describes what Google has found to be the most successful and attractive to Google searchers. For each campaign, we identified the top-shown descriptions and ad copy, and analyzed how each of these differed from the others in the campaigns. There was a commonality among the top-shown ads: they all focused on the emotion and benefits of the service, rather than describing the service itself. From here, we adjusted the ad copy that was not as successful so that it all included emotion and benefits to the patient.

Budget: While our medspa client had a firm monthly budget, they were open to us reallocating funds within Google Ads to campaigns that were more successful. Since we were able to track conversions by installing Google Tag Manager, we could determine which campaigns had the highest conversions and the lowest Cost Per Lead. We increased the daily budget for these campaigns and lowered the daily budget for campaigns that were not as successful.

 Services Provided.

• Media Planning

• Audience criteria

• Geo-targeting

• Ads creation/creative direction