Client Overview: A med spa located in a suburb outside of a major US city was looking to acquire more leads and protect itself from competition via Google Ads. Customers generally have a lifetime value of $500-$5000, depending on what services they are looking for.

Objective: Get Google Ads running properly in a heavily restricted sector (health and wellness) and drive qualified leads: people who are generally able to afford the services and close enough to regularly go to the location.

Strategy: Their website wasn't converting very well so we created landing pages on Unbounce with conversion tracking via Google Analytics. We intended to drive phone calls and lead forms. We took information from their website and utilized it to make a quick, to-the-point landing for each of the services we were advertising to drive those lead inquiries.

Cost: $8489.20 Clicks: 3013 CPC: $2.82 Conversions: 286 Cost per Conversion: $29.70

The cost-per-click and cost-per-conversion were both notably higher for higher-value and more specific services. The generalized traffic converted at a similar rate while being much cheaper - however based on the search terms it may have been less qualified as well.

Branded traffic converted better, which makes a lot of sense, we attribute this to people converting on their second or third visit, not their first.

Success: This client was already fairly busy and merely wanted to ensure that they maintained a waiting list and could stave off competition. Shortly after this timeframe they reduced the ad spend significantly as they are too busy to justify much paid ad spend while they are booked 2 months out.