When Radiance MedSpa came to me for Google Ads management, they faced two significant problems: a high cost per lead and no reliable way to track genuine conversions. Our goal was to fix both by refining their Google Ads strategy and improving their online presence. This case study outlines how we reduced their cost per lead from $142 to $89 within six months.
The challenge
- Inefficient landing page: The landing page lacked a compelling message and an irresistible offer to attract new clients.
- Inaccurate conversion tracking: Every phone call was counted as a conversion, blurring the data on which leads were actually valuable.
Strategy
Landing page revamp
We built a new landing page focused on:
- Direct messaging: Clear communication of Radiance MedSpa’s services and benefits.
- Irresistible offers: Special deals for first-time clients to encourage bookings.
- Social proof: Video testimonials and customer reviews to build trust.
- FAQ section: Answers to common questions to educate and reassure potential clients.
- Zenoti integration: A seamless booking system for easy appointment scheduling.
Refined conversion tracking
- Call Tracking Metrics: All Google Ads phone calls were routed through Call Tracking Metrics so we could listen to, evaluate and qualify each call.
- Conversion definition: Only calls that resulted in bookings counted as conversions, giving Google Ads precise data to find people likely to book.
Results
- Landing page conversion rate up from 2.5% to 4.5%.
- Cost per lead down from $142 to $89, a significant improvement in advertising efficiency.
- Higher-quality leads: refined conversion tracking brought in more genuine patients.
Conclusion
Radiance MedSpa’s results show the impact of targeted Google Ads campaigns combined with an optimized landing page and accurate conversion tracking. By understanding the client’s specific challenges and applying tailored solutions, we improved their online presence and maximized their return on investment.
Think your conversion data might be misleading Google? Start with a Google Ads audit.
