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Cosmetic Clinic Campaign Progress

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    Regarding digital marketing, I've always found local businesses the most rewarding to work with. There's a unique satisfaction in helping a small business, like a cosmetic clinic, carve out its presence in the digital world. Recently, I embarked on a campaign for a local cosmetic clinic, and while it's still in its early stages, the results are starting to shape up nicely.

    This particular campaign was centred around making the clinic visible where it matters most: Google Maps and organic search results. Whether someone searches for "laser hair removal near me" or "cosmetic clinic in [suburb]," I wanted to ensure this business was front and centre. Here's a look at the strategies we implemented, the challenges we faced, and how we're laying the groundwork for long-term success.

    Establishing Strong Foundations with SEO

    Every effective campaign begins with solid foundations; for me, SEO is the cornerstone. When I first logged into the clinic's website, I found several issues that needed immediate attention. The site, built with Elementor, was missing SEO elements like meta descriptions and proper heading structures. For instance, the site was missing H1 tags entirely, and the banner system defaulted to an H2 heading—a detail that might seem small but can have a significant impact on SEO.

    To fix this, I started by structuring the pages properly. Each service page now has an H1 tag that clearly states what the page is about—"Laser Hair Removal in [Suburb]," for example. Supporting H2 headings and strategically placed LSI (Latent Semantic Indexing) keywords ensure Google understands the relevance of each page.

    Additionally, we scheduled 75 long-form blogs covering topics related to the clinic's services. These aren't just filler content; they're carefully crafted guides that position the clinic as an authority. Google rewards expertise and these blogs are designed to showcase it. At the same time, local citations and backlinks were added to build credibility. These steps, while fundamental, are essential for making a website competitive in the local search space.

    Experimenting with Facebook Ads for Lead Generation

    While I prefer Google Ads for campaigns in industries like construction or renovations, I decided to test Facebook Ads for this clinic. The timing was perfect—we launched a summer promotion offering 40% off laser hair removal services. Over two months, the campaign generated 85 leads. Initially, the leads were low-quality, with many not responding to calls. To combat this, I introduced more engagement-focused questions in the lead form. For example, asking respondents to choose their favourite bayside beach created a more personalized touch, which helped filter serious inquiries.

    Although the Facebook campaign didn't yield direct conversions, it had an unexpected benefit: increased brand searches. This uptick indirectly boosted the clinic's SEO performance. Google interprets a rise in branded search terms as a signal of growing credibility, positively impacting rankings. This is one reason every ad campaign, even one that doesn't deliver direct sales, contributes to the bigger picture of brand growth.

    Leveraging Video Content for Authority and Engagement

    One of the most impactful things I've done for this campaign is filming nearly two hours of content with the clinic's owner. These videos are gold. They showcase the owner's passion, detail the services offered, and provide insights into the clinic's history and processes. Not only do these videos enhance the website and social media presence, but they also help potential clients connect with the brand on a personal level.

    Video content isn't just about engagement; it's also a powerful SEO tool. Embedding videos on service pages keeps visitors on the site longer, which signals to Google that the content is valuable. This, in turn, can improve rankings. Plus, videos offer a unique way to answer potential clients' common questions, making the clinic stand out as approachable and knowledgeable.

    Overcoming Challenges and Adapting to Industry Shifts

    Like any campaign, this one wasn't without its challenges. One of the biggest hurdles was the website itself. The clinic had recently undergone a rebrand due to government regulations, which required redirecting an old domain to the new one. Managing this transition carefully was critical to preserving any existing SEO value.

    Another challenge came from the evolving role of AI in search. Google's AI-driven overviews now pull content directly from websites, which can reduce organic traffic. To counter this, I focused on creating authoritative content that Google can't ignore. By consistently publishing well-researched, original blogs and building backlinks, we're proving to Google that this clinic is a trusted resource.

    Results and Looking Ahead

    Though it's still in the early days, the results are promising. Organic traffic has grown steadily, with tools like SEMrush and Ahrefs climbing from 100 to over 300 monthly visitors. Keywords like "Botox near me" and "cosmetic clinic in [city]" have moved from obscurity to Page 1 rankings. The trajectory is encouraging, but they're not yet in the top positions.

    Looking ahead, I'm planning a mix of strategies to keep the momentum going. To maintain engagement, we'll revisit Facebook Ads focusing on retargeting and small-value offers, like $20 vouchers. At the same time, we'll launch highly targeted Google Ads campaigns for exact-match keywords, ensuring we capture demand where it exists.

    Final Thoughts: The Power of Consistency

    Running a successful campaign is never about quick wins but consistency, creativity, and adaptation. For this clinic, every element—from fixing website issues to running ads to creating videos—is part of a larger puzzle. As these pieces come together, they build an online presence that doesn't just generate traffic but also fosters trust and credibility.

    If you're in the early stages of building your business's digital presence, remember this: every effort you make contributes to long-term growth, no matter how small. Whether a blog post, a Facebook ad, or an in-depth video, each piece plays a role in the bigger picture.

    And if you're ready to take your business to the next level, let's talk. Together, we can create a strategy that works for you.

    Eugene Mitnovetski is a digital marketing expert with 20,000+ hours of experience in SEO, PPC, social media, and website development. He has helped hundreds of businesses boost online visibility, increase conversions, and reduce ad costs.

    Recognised by industry leaders, Eugene shares insights through forums, consultations, and marketing conferences. His strategies align with Google’s E-E-A-T guidelines, focusing on ethical, data-driven, and long-term growth.

    Whether you need better search rankings, higher engagement, or more conversions, Eugene’s expertise drives real business success.

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