Client Overview Our client, a renowned dermatological clinic, specializes in cutting-edge skincare solutions and caters to a diverse range of dermatological needs. They were eager to expand their patient base and sought the expertise of a Google Ads specialist to create a highly targeted and cost-effective lead-generation strategy. Their focus was on connecting with high-intent leads actively searching for professional dermatological services.

Goal The primary objective was to generate a substantial increase in high-quality leads while maintaining a competitive cost per lead (CPL) of €14 or less. Additionally, achieving an above-average click-through rate (CTR) was crucial to demonstrate strong campaign engagement and performance.

Challenges The client faced several hurdles in the highly competitive dermatology market:

Rising CPCs (Cost Per Click) due to intense competition in the skincare and dermatology sector.

Difficulty in reaching niche audiences with a high likelihood of booking consultations.

Limited optimization in their previous Google Ads campaigns, leading to inconsistent results.

Inadequate Google Ads conversion tracking, making ROI measurement problematic.

Solutions To overcome these challenges, I designed and executed a comprehensive Google Ads optimization strategy, leveraging my expertise as a PPC expert:

Campaign Restructuring: Revamped their existing Google Ads campaigns by creating focused ad groups for specific services, such as acne treatments and anti-aging solutions.

Advanced Keyword Research: Conducted in-depth research using tools like Google Keyword Planner to identify high-intent, low-competition keywords. This included long-tail search terms tailored to dermatological services.

A/B Testing: Experimented with different ad copy and visuals to determine the most effective combinations, ensuring maximum engagement.

Geo-Targeting: Narrowed the target audience to geographic regions with a higher demand for dermatology services, maximizing ROI.

Custom Landing Pages: Designed optimized landing pages that aligned with ad copy to enhance user experience and boost conversion rates.

Google Ads Conversion Tracking: Set up robust tracking systems to measure leads and refine bidding strategies for optimal performance.

Results The project delivered exceptional outcomes:

Achieved a CTR of 11.58%, surpassing the healthcare industry average for Google Ads campaigns.

Generated 125 high-quality leads within the campaign period.

Maintained a CPL of €14.19, staying within budget and meeting the client’s expectations.

Enhanced campaign performance and ROI through precise targeting and effective ad optimization.

Google Ads (Search Ads and Display Ads)

Google Analytics

Google Keyword Planner

A/B Testing Platforms

Google Ads Conversion Tracking

Copywriting and design expertise for impactful ad creatives

Key Learnings This project underscored the value of precise targeting, consistent campaign monitoring, and data-driven decision-making. As a Google Ads specialist, I found that tailoring ad campaigns to the client’s niche audience needs significantly boosted ROI. Implementing accurate Google Ads conversion tracking was instrumental in measuring success and refining strategies to achieve outstanding results.