Setting up a brand-new digital marketing campaign for a local cosmetic clinic is always a highlight of my work. There's something incredibly satisfying about laying the foundation that will set the entire project up for success. This is the phase where I dive deep into the technical essentials: establishing baseline reporting, keyword tracking, Google Search Console, and Google Analytics. It's surprising how often these foundational elements are overlooked, but they're critical to any campaign.
For this project, I first had to remove access for several previous agencies from platforms like Facebook Meta Suite and Google Search Console. Over the years, six agencies have had their fingers in the pot, and I can't stress enough how important it is to stay on top of user access control. If you've ever worked with multiple agencies, housekeeping is essential. Clean up the digital clutter and ensure only the right people have access moving forward.
Competitor Analysis and the Swipe File Method
Once the technical setup is done, my next step is competitor analysis. I've worked in the cosmetic clinic space before and have a solid understanding of the local landscape. One of my favourite tools for this is my agency swipe file. This is essentially a database of some of the best-performing websites I've encountered worldwide in the industry. It's a treasure trove of insights.
When I fire up a new campaign, I dive into my swipe file to see what the top cosmetic clinics in Canada, the UK, the US, and other regions are doing. I analyze their landing pages, ad creatives, and overall branding strategies. While these clinics aren't direct competitors in our local market, they set the standard for what works in this space. By studying their ads, keyword targeting, and landing page design, I can identify trends and apply them to the campaign. This allows me to hit the ground running with the exact content, imagery and offers we need to drive results immediately.
Crafting Winning Ads: The Power of Conversion Ads
One thing that caught me off guard in this particular campaign was discovering that the business had never run conversion ads before. Despite operating for over ten years, they had exclusively relied on traffic ads. Now, don't get me wrong—traffic ads have their place. But when you're simply asking Facebook or Google to bring you traffic, that's exactly what you'll get: visitors. There's no guarantee that traffic will convert into actual leads or sales.
That's why my first step was to switch to conversion-focused ads. Conversion ads are designed to attract people who are more likely to take action, whether booking an appointment or filling out a contact form. We crafted a strong offer for this campaign to pull in leads quickly. I love seeing the shift in performance once conversion tracking is set up properly.
Running ads in the beauty space is both exciting and challenging. There's an emotional component involved—women considering cosmetic treatments need to feel confident that this is the right choice for them. Luckily, this clinic has a fantastic reputation and plenty of positive reviews, which add to its credibility and make it easier for us to build trust through our campaigns.
Optimizing for Local SEO and Keywords
In addition to the ads, local SEO is a huge priority for this project. Local search terms like "cosmetic clinic near me" or "injectables near me" are incredibly valuable. We're setting up location-based ads and landing pages targeting these keywords to capture people searching for these services in the area. Having a unique phone number for tracking conversions can be incredibly helpful for measuring campaign success.
While I rarely take over websites I didn't build, I was relieved to see that the site had been rebuilt using a WP Astra theme and Elementor for page building. Elementor is great for flexibility, but I usually lean on Beaver Builder for its stability and reliability. The last thing I want is for a client to make an update and accidentally break the site. So, before making any changes, we logged into the hosting files to ensure we could recover the site if anything went wrong. Once that's done, we move forward with the necessary edits, but I prefer working closely with the in-house dev team to ensure everything is executed smoothly.
Content and SEO: Building Topical Authority
SEO is about proving to Google that the site is an authority in the cosmetic clinic space. One of the easiest wins is creating content clusters around related topics. I'm always surprised when encountering a business that hasn't taken advantage of blog content. Blog posts that address frequently asked questions, detail popular treatments, or highlight industry trends effectively boost search rankings.
For this campaign, we'll focus on creating thematic content that aligns with the clinic's services. This not only helps with keyword rankings but also establishes the clinic as a trusted source of information. We'll also dive into link building, ensuring the site is supported by high-quality, relevant backlinks to boost its credibility in Google's eyes further.
Setting Up for Long-Term Success
Ultimately, this campaign is about laying the groundwork for long-term success. While we're driving quick wins through targeted ads and offers, the real value comes from the SEO strategy and content creation that will pay dividends. Every campaign starts from the ground up, even if I have an extensive swipe file to lean on because there's always something new to learn in this space. I enjoy the research process, whether analyzing Facebook ads through the Ad Library or leveraging tools like AdSpy to see what's working globally.
It's all about staying agile and reassessing what's working so we can keep refining the strategy. I'm confident that this cosmetic clinic campaign will deliver the client's desired results, and I can't wait to see how it evolves as we move forward.
