Aesthetic clinic
growth, measured at treatment.
Meta and Search managed against booking-to-treatment, not form-submit. Enhanced Offline Conversions from the CRM so Smart Bidding learns on real revenue. Multilingual where geography demands it. Compliance handled by construction.
Four patterns we see in every audit.
- 01
Channel attribution dies at the booking system
The lead lands on a third-party booking widget (Cliniko, IDoctus, Aristek) that doesn't pass the gclid. Google sees a 'conversion' as form_submit and credits the wrong source. The booking-to-treatment ratio stays a black box.
- 02
Meta serves the same audience as Google
Without proper channel separation, the same patient seeing both Meta and Search gets counted twice. Reported CAC is half of reality. Budget shifts between channels chase ghosts.
- 03
Compliance constraints break creative tests
Before/after photos restricted, claims regulated, medical disclaimers required. Generic Meta creative best practices don't translate. Half the 'winning' ads in the account are technically non-compliant and one report away from being pulled.
- 04
Patient lifetime value invisible to bidding
Smart Bidding learns on the first treatment, not on the 18-month patient relationship. Maintenance, package deals, referrals — all invisible. The algorithm optimises for one-time bookings, not for the actual business.
Eight pieces, all required.
- 01Critical
Booking-system attribution bridge
gclid captured at landing, passed through the booking iframe via URL params or postMessage, stored in the CRM at booking. Closed loop: ad click → consultation → treatment.
- 02
Enhanced Offline Conversions from CRM
Daily upload of treatment_booked, treatment_completed, treatment_revenue with gclid match. Smart Bidding learns on real treatments, not on consultations.
- 03
Compliance-aware creative discipline
Before/after handled per regulator. Claims library reviewed. Medical disclaimers as overlay templates. Tested before launch, not after disapproval.
- 04
Channel mix tuned by treatment type
Botox vs surgery vs laser hair removal — different intent, different mix. Meta for awareness on cosmetic, Search for medical-aesthetic, retargeting carefully fenced.
- 05LTV-aware
Patient LTV as bidding signal
Conversion value uploaded as 12-month projected LTV, not first-treatment revenue. Smart Bidding optimises for actual margin, not surface-level CAC.
- 06
Multi-language for cross-border clinics
EN + local language + Arabic for GCC; EN + DE + RU + AR for Dubai market. Geo-targeting tuned to traveller intent vs resident intent.
- 07
Lead-quality scoring
Form fields scored by booking propensity. Junk leads ('what is botox?') separated from booking-intent ('botox Dubai price'). Bidding learns on the right cohort.
- 08
Reputation signal integration
Google Business Profile, Trustpilot, doctor-level review platforms tied to landing. Local Search packs treated as a measurable channel, not a side effect.
Four phases, attribution-first.
- 01
Aesthetic clinic audit
Phase 01 · 5 working daysAccess to Ads, GA4, booking system, CRM. We map the channel mix, score the gclid path to booking, surface where attribution dies.
- →Channel-by-channel CAC reality check
- →gclid → CRM bridge integrity map
- →Compliance review of current creative
- →Booking-to-treatment ratio per channel
- 02
Close the booking loop
Phase 02 · Weeks 1–3Booking-system integration, EOC pipeline, GA4 fixes. Until this is solid, no campaign work — bidding on broken signal compounds the problem.
- →gclid captured through booking widget
- →Daily EOC upload from CRM live
- →GA4 booking events repaired
- →Lead-quality scoring deployed
- 03
Channel mix recalibration
Phase 03 · Weeks 2–6Meta and Search retuned by treatment category. Creative library compliance-reviewed. Retargeting fenced against existing patients.
- →Search architecture by treatment vertical
- →Meta audiences with patient suppression
- →Compliant creative library with disclaimers
- →Geo-targeting refined for traveller vs resident
- 04
Optimise on LTV
Phase 04 · OngoingBidding shifted to LTV-projected conversion value. Weekly review against booking-to-treatment ratio. Quarterly patient-cohort analysis.
- →LTV-projected conversion value live in bidding
- →Weekly review against booking-to-treatment %
- →Quarterly patient cohort and retention review
- →Documented decision log per change
Clinics we've worked with.
EVA
Long-running Meta Ads program with audit, channel-level launch playbook, country-mix economics analysis.
act_2028212924240236 · ongoing
Aesthetic Space Munich
Proposal-stage engagement — channel mix recommendation, EOC pipeline scope.
Dubai Clinic
Dedicated landing for Dubai market with multilingual targeting; resident vs traveller geo.
Common questions.
We don't write medical copy or claims. We do enforce the discipline: claims library reviewed by your clinical lead, disclaimers templated, before/after handled per regulator. Creative we ship is compliant by construction, not by hope.
We run Consent Mode v2 across all EU-targeted aesthetic accounts. Patient data hashing for Enhanced Conversions happens client-side. CRM upload pipelines respect retention rules. We've shipped this stack on accounts where the legal review was real, not theatre.
Tracking layer fixes are usually visible inside 2–3 weeks (lead quality, channel separation). Campaign-level performance shifts take 4–8 weeks as Smart Bidding recalibrates to the cleaner signal — especially when we switch the conversion value to projected LTV instead of first-treatment revenue.
Most of our aesthetic clinic clients arrived that way. We document the existing setup, audit honestly, and migrate without losing learning data. Old structure retires in parallel, never before the new one is verified.
Local SEO and Google Business Profile we treat as part of the channel mix — they're real channels with real attribution. We don't do general content SEO; for that you want a specialist. We do make sure paid and organic don't cannibalise each other in reporting.
Send the clinic. Get the audit.
Read-only access to Ads, GA4, booking system. Five working days. Written diagnostic with channel-by-channel CAC reality check.
No long contracts · Free audit before any work