Client

Dr. Paul Banwell is an award-winning and internationally-trained British Plastic & Cosmetic Surgeon, and a Fellow of the Royal College of Surgeons.

Objective

Drive new consultation requests for breast augmentation through Paid-Per-Click ads, cultivate fresh leads via automated email sequences, and reconnect with the existing contact database through regular weekly newsletters.

DIFFICULTIES

The client had previously attempted running Pay Per Click (PPC) ads; however, the investment did not succeed in generating new leads.

Our Solution

1. We analyzed search terms to pinpoint niche procedures within the breast augmentation segment that exhibited the highest search volume. Subsequently, we crafted dedicated landing pages showcasing these procedures.
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3. To enhance the conversion rate from paid traffic, each of the crafted dedicated landing pages shared information about the doctor's bespoke surgical technique, showcased impressive before-and-after cases, and emphasized the doctor's expertise.
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5. Utilizing our proprietary approach to structuring dynamic search ads, we ensured a consistently high Click-Through Rate (CTR) while directing only qualified, relevant traffic to the landing pages.
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7. Developed a tailored 4-week sequence of nurture emails for new leads to improve lead-to-appointment conversion rates. These emails were crafted to introduce prospects to the practice, highlight impressive results of patients' transformations, and familiarize the lead with the doctor and his team.
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9. As the doctor is an avid art fan, we incorporated art pieces as visuals when designing the newsletters to reflect the doctor's style.

The Results

1. Revamping the search campaign structure, coupled with customized landing pages, enabled us to enhance the Click-Through Rate (CTR) by 64% while boosting the on-page conversion rate threefold. The combined effect of these two improvements allowed us to reduce the Cost per Acquisition (CPA), or cost per lead in this case, by 3.62 times.
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3. The updated newsletter design enabled us to triple the click rate, elevating it from 0.3% to 1.1% on average.