Madnani Facial Plastics
Client
Dr. Dilip Madnani – A double board certified plastic surgeon specializing in facial plastics – and his practice – Madnani Facial Plastics, 3 locations in New York.
The client had attempted Facebook ads before and had been continuously running Google ads, however results were sub-par as the price per lead was more than the market average and conversion rate lead-to-appointment was relatively low.
Objective
Collect leads to promote surgical and non-surgical facial treatments.
Our Solution
- Created a customized landing page for each treatment with an appealing offer, doctor's intro, a short description of the treatment followed by Before & After gallery and patient reviews to boost conversion rates.
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- Implemented call forwarding and call recording to efficiently track lead source and monitor sales calls.
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- Generated and installed unique Facebook pixel codes to build treatment-specific lookalike audiences.
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- Implemented cold audience segmentation by interests, income, location.
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- Developed a set of creatives, including a video-invitation by the doctor and images explaining the procedures in compliance with Instagram Advertising policy.
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- Designed a customized 5-week sequence of nurture emails for each treatment in order to increase conversion rates. The emails are designed to introduce cold lead to the practice, showcase impressive results of former patients, build familiarity with the doctor and the practice. If the lead does not convert by the end of the nurture sequence - motivate with an additional offer.
The Results
- Over the course of 6 months, our Facebook advertising campaign generated 691 leads (completed contact forms or calls to the office with a request to book an appointment) with an average price of $8.16 per lead.
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- Achieved an average CTR (Click Through Rate) of 4.34% for Google advertising campaign which is 2X better than the average CTR for previous campaigns.
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- Successfully targeted cold audience using Google Search ads generating 520 leads with an average price of $94 (earlier major share of the advertising budget was spent on warm audiences who are familiar with the doctor and the practice).
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- Generated leads resulted in 77 billable surgical and non-surgical consultations.
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- Achieved ROAS of 6.03 on top surgical procedures and an overall ROAS of 3.22.
CLIENT FEEDBACK
DR. Dilip Madnani
They’ve been really great and we’ve definitely noticed a big improvement in our leads, especially in Google. We’re also getting more qualified leads — more serious potential patients who are really interested in our services. Moreover, we’ve been doing a lot more consultations since we’ve started with them, just from getting more Google and Facebook leads. In connection with that, our sales have doubled if not tripled.
