A Winnipeg medical aesthetics clinic was bidding on the same broad procedure terms as every rival in its market. We rebuilt its Google Ads around procedure-specific keywords with commercial intent. Those are searches from people shopping for a treatment. We also optimized its Google Business Profile (GBP) for "near me" searches. Tracking by campaign recorded form submissions, phone clicks, and booking-button interactions, so the clinic could see which treatments drew interest. Daily website health checks also caught a slow landing page. We then had that page repaired.
The Challenge
Medical aesthetics is one of the more competitive healthcare fields in search advertising. In a mid-size market like Winnipeg, a dozen clinics may be bidding on "Botox," "dermal fillers," and similar terms. That much bidding would drive up click costs as the clinics chase the same pool of potential patients.
The clinic, with a range of injectable and aesthetic treatments and a solid local reputation, was falling behind online. Newer rivals who were spending heavily on digital marketing were winning patients online faster than the clinic was. Its Google Ads setup was basic. One campaign used broad keywords and generic ad copy, with no meaningful difference from rival ads on the same searches.
The GBP was maintained but not optimized. In aesthetics, that profile matters a great deal, because patients want to see a clinic's work in photos. They also want to read reviews from real patients and confirm the clinic is nearby. An underoptimized profile in this space loses potential patients to competitors with a more complete and compelling listing.
The website worked but had performance issues. Load times were inconsistent. Some procedure pages were slow enough to affect visitors. In Google Ads, Quality Score decides how much you pay per click and whether your ads show at all. Site performance directly affects that score, so a slow site quietly drives up advertising costs.
Our Approach
We restructured the account by procedure. Injectables, skin treatments, and body contouring each got their own campaign, replacing the single campaign on broad aesthetics terms. Consultation-focused campaigns ran alongside them. Each held tightly themed ad groups. Their keywords matched specific procedures and the intent signals that show someone is ready to book, not just browsing.
Keywords focused on high-intent searches. A "Botox clinic Winnipeg" search comes further along the decision path than a "how long does Botox last" search. The first kind got direct-response campaigns, which ask for a booking, while the second went to awareness-level campaigns. Those used lower bids and different ad copy.
The GBP was thoroughly optimized. Its categories were updated to cover the clinic's full service range. We added procedure-specific descriptions. Business hours and contact details were confirmed accurate everywhere Google shows the listing. Updates and review replies went on a regular schedule, and new photos showed the clinic's real setting and results.
We set up event tracking on the consultation booking flow to record form submissions, phone clicks, and booking-button interactions. The data fed Google Ads' automated bidding. It also let us measure the real cost per consultation booking, rather than just the cost per click.
The website got daily automated health checks. They track page load performance, find broken elements, catch console errors, and flag any decline before it affects ad performance. In month one, the checks found two key landing pages loading slowly because of unoptimized images and a render-blocking script. Normal browsing hid both problems. Performance metrics could still measure them, and left alone, the two problems would have affected Quality Scores over time.
Budget monitoring kept ad spend on track as campaigns scaled, flagging any unusual swings from competitor pressure or seasonal shifts. As we found high-performing procedure campaigns and increased their budgets, it checked each day that spending stayed on pace. Medical aesthetics demand is seasonal. Injectables peak before the holidays and wedding season, so budget splits must flex without losing control of overall spend.
Landing page optimization was ongoing. Each procedure campaign pointed to its own landing page. It covered that treatment: what to expect, recovery time, who qualifies as a candidate, and how to book a consultation. The aesthetics audience leans toward visual research and mobile browsing. The pages were designed for it. Page speed, mobile layout, and clear booking calls to action were tested and refined using each campaign's conversion data.
The Results for the Clinic
Splitting the Google Ads campaigns by procedure showed the clinic which treatments were its strongest sources of new patients. More budget could then go to its highest-margin procedures. The clinic could also cut spend on categories where cost per consultation ran too high for the treatment's value.
The GBP work produced measurable gains. Profile views and direction requests both rose. For a location-based business like this clinic, "near me" visibility turns directly into foot traffic and consultations.
A slow-page problem compounds quietly. It lowers Quality Score, which raises cost per click gradually, so there's no single moment when the problem becomes obvious. Our checks caught it early. Fixing it prevented what would have been a slow, steady rise in the clinic's advertising costs.
Data from the procedure-specific campaigns also shaped the clinic's wider marketing decisions. When some treatments kept showing lower costs per new patient and higher booking rates, the clinic adjusted its promotion calendar. It favoured them in key seasons. That built its marketing plan on actual campaign data rather than on assumptions about what patients want.
See our Google Ads management and local search engine optimization (SEO) for healthcare practices.