Client: DermaNova Aesthetics

Industry: Healthcare and Aesthetics

Service: Google Ads Management — High Intent Search Campaign

Campaign Period: May 1 to May 31, 2025

Platform: Google Ads — Search Campaign

Campaign Overview

The Challenge

The aesthetics and cosmetic treatment industry in India is one of the most competitive verticals in paid search advertising. Clinics offering premium treatments like laser hair removal, hydrafacial, and skin whitening face a crowded market where patients do their research carefully, compare multiple providers, and make decisions based on trust, proximity, and perceived clinical expertise.

DermaNova Aesthetics needed a Google Ads strategy that went beyond generic targeting. The goal was not simply to drive traffic to their website — it was to reach patients who were already in an active decision-making state, searching for specific treatments with clear intent to book a consultation or appointment. Reaching these high-intent patients efficiently while maintaining a cost per conversion that made commercial sense for the clinic was the core challenge.

Our Approach

High Intent Keyword Strategy

The foundation of this campaign was a tightly structured keyword strategy built around treatment-specific search terms rather than broad category terms. Instead of targeting generic phrases like “aesthetics clinic” or “skin treatment,” we focused on procedure-specific queries that signal active treatment consideration — searches like “laser hair removal,” “skin whitening treatment,” “hydrafacial treatment,” and “acne scar treatment.”

This approach filters out research-stage traffic and concentrates spend on searchers who have already decided on a specific procedure and are evaluating which clinic to choose. The result is significantly higher conversion rates and lower cost per acquisition compared to broad keyword strategies.

Mobile-First Campaign Structure

Device data from the campaign revealed that 72.6% of all clicks came from mobile phones — generating 1,336 of the total 1,842 clicks. This confirmed that potential patients in DermaNova’s target market predominantly research and book aesthetic treatments on their smartphones. The campaign was structured and optimised with this mobile majority in mind — from ad copy designed for mobile display to landing pages optimised for fast mobile loading and easy tap-to-call functionality.

Day and Hour Optimisation

The campaign’s day and hour data revealed specific peak conversion windows when patients were most likely to take action. Bid adjustments were applied to concentrate budget during these high-converting periods — ensuring the campaign delivered maximum visibility precisely when the target audience was most receptive to booking enquiries.

Procedure-Specific Ad Groups

Rather than running a single campaign covering all treatments, we structured the campaign around individual procedure categories — each with its own dedicated ad group, specific keywords, tailored ad copy, and relevant landing page. This tight ad group structure improved quality scores across the campaign, reduced average cost per click, and ensured that every ad shown was directly relevant to the specific treatment the patient was searching for.

The Results

The campaign delivered 152 conversions over 30 days at a cost per conversion of ₹523.68 — generating ₹3,12,750 in conversion value against ₹79,700 in ad spend. This represents a return on ad spend of 3.92 — meaning every ₹1 spent on advertising generated ₹3.92 in revenue for the clinic.

The 6.47% click-through rate significantly exceeded the healthcare industry average of 3.27% — indicating that the ad copy and keyword targeting were highly relevant to the audience being reached. The campaign’s Google Ads optimization score of 92.4% confirmed that the account structure, bidding strategy, and ad quality were all operating at a high level.

Top converting procedures by the end of the campaign:

• Laser Hair Removal — 44 conversions
• Skin Whitening Treatment — 28 conversions
• Hydrafacial — 20 conversions
• Acne Scar Treatment — 18 conversions
• Botox and Anti Wrinkle — 14 conversions