The Challenge
Medical aesthetics is one of the more competitive healthcare verticals in search advertising. In a mid-size market like Winnipeg, a dozen clinics may be bidding on terms like "Botox" and "dermal fillers," driving up click costs while competing for the same pool of potential patients.
This clinic offered a range of injectable and aesthetic treatments and had a solid reputation locally, but their online patient acquisition wasn't keeping pace with newer competitors who were investing heavily in digital marketing. Their existing Google Ads setup was basic: a single campaign with broad keywords, generic ad copy, and no meaningful differentiation from competing ads showing up for the same queries.
The Google Business Profile was maintained but not optimized. In aesthetics, GBP is particularly important because patients want to see a clinic's work (through photos), read reviews from real patients, and confirm the clinic is nearby. An underoptimized profile in this space means losing potential patients to competitors who present a more complete and compelling listing.
The clinic's website was functional but had performance issues. Page load times were inconsistent, and some procedure pages were loading slowly enough to affect user experience. In Google Ads, site performance directly impacts Quality Score, which determines how much you pay per click and whether your ads show at all. A slow site is a hidden cost multiplier.
Our Approach
We restructured the Google Ads account around procedure-specific campaigns. Rather than one campaign bidding on broad aesthetics terms, we built separate campaigns for each procedure category: injectables, skin treatments, body contouring, and consultation-focused campaigns. Each campaign had tightly themed ad groups with keywords matching specific procedures and the intent signals that indicate someone is ready to book rather than just browsing.
The keyword strategy focused on high-intent queries. Someone searching "Botox clinic Winnipeg" is further along the decision path than someone searching "how long does Botox last." We targeted the former with direct-response campaigns and used the latter for awareness-level campaigns with lower bids and different ad copy.
The Google Business Profile received a thorough optimization. We updated categories to reflect the clinic's full service range, added procedure-specific descriptions, ensured business hours and contact information were accurate across all Google surfaces, and established a cadence for posting updates and responding to reviews. Photo content was updated to reflect the clinic's actual environment and results.
For conversion tracking, we implemented event tracking on the consultation booking flow: form submissions, phone clicks, and booking button interactions. This data fed back into Google Ads to inform bidding algorithms and let us measure actual cost per consultation booking rather than just cost per click.
We set up daily automated health checks on the clinic's website. These checks monitor page load performance, identify broken elements, catch console errors, and flag any degradation before it impacts ad performance. Within the first month, these checks identified a performance issue on two key landing pages. The pages were loading slowly due to unoptimized images and a render-blocking script, problems that weren't visible in normal browsing but were measurable in performance metrics and would have affected Quality Scores over time.
Budget monitoring ensured ad spend stayed on track as campaigns scaled. As we identified high-performing procedure campaigns and increased their budgets, the monitoring system verified that daily spend pacing remained consistent and flagged any anomalies caused by competitive pressure or seasonal demand shifts. Medical aesthetics has its own seasonal patterns: injectable treatments peak before holiday season and wedding season, and budget allocation needs to flex with that demand without losing control of overall spend.
Landing page optimization was ongoing. Each procedure campaign pointed to a dedicated landing page with content specific to that treatment: what to expect, recovery timelines, candidate qualification criteria, and consultation booking. These pages were designed for the aesthetics audience, which skews toward visual research and mobile browsing. Page speed, mobile responsiveness, and clear booking CTAs were tested and refined based on conversion data from each campaign.
The Results
The procedure-specific campaign structure revealed which treatments were the strongest patient acquisition channels. The clinic was able to allocate more budget to their highest-margin procedures and reduce spend on categories where the cost per consultation was too high relative to treatment value.
GBP optimization produced measurable increases in profile views and direction requests. For a location-based business like an aesthetics clinic, "near me" visibility translates directly to foot traffic and consultations.
The performance fix identified by our health checks was the kind of issue that compounds quietly. Quality Score degradation from slow pages increases cost-per-click gradually, so there's no single moment where the problem becomes obvious. By catching and fixing the issue early, we prevented what would have been a slow, steady increase in the clinic's advertising costs.
The ongoing data from procedure-specific campaigns also informed the clinic's broader marketing decisions. When the data showed that certain treatments had consistently lower acquisition costs and higher booking rates, the clinic adjusted its promotional calendar to lean into those treatments during key seasons. Marketing strategy driven by actual campaign data rather than assumptions about what patients want.
Learn about our Google Ads management and local SEO services for healthcare practices.