Aesthetic and plastic-surgery practices live or die by paid acquisition. Referrals matter, but they’re not enough to fill a $40k/month surgical slate, and waiting on word of mouth is the slowest way to grow. Below is the actual playbook we run for clinic partners. None of it is theoretical. All of it is what we’re doing, this week, for active practices.
This is the order we run them in for new clinic partners. Items 1–7 are mandatory; 8–12 layer in once the foundation is producing booked consults.
The metric most agencies optimize against is the cheapest one to move. It’s also the wrong one. We tie every campaign to booked consultations, then to booked surgeries, the numbers your front desk actually sees. If a campaign is generating cheap leads that never qualify, we kill it the same week.
High-intent search captures patients who are already shopping. We start there, build a baseline cost-per-consult by procedure, then layer Meta for reach, retargeting, and procedure storytelling. Inverting that order is one of the most common mistakes we see.
A single ‘consult’ page for every procedure leaks 30–60% of the intent we paid for. Each major procedure, rhinoplasty, breast augmentation, body contouring, facelift, gets its own landing page with procedure-specific photography, recovery info, and the FAQ patients actually ask before booking.
Multi-step intake forms with procedure interest, budget bracket, and timing dramatically improve consult quality. Front desks stop chasing tire-kickers; close rate moves up. We tune the form per practice based on case mix.
Meta and Google policies on medical creative shift constantly. We keep two-to-three approved variants in rotation per audience, plus a queue of compliant replacements, so a single flag doesn’t kill the week. We never run the kind of body-shaming creative that gets accounts permanently banned.
Compliant patient voiceover (with signed releases) outperforms agency-produced creative 70% of the time in our portfolio. We produce short-form testimonial assets monthly, front desk staff, surgeons, patients post-procedure, and route them through the same compliance review as before-and-afters.
Conversions API. Server-side events. Booked-consult webhook into Meta. Phone-call attribution into Google. Most clinics are flying blind because the measurement layer was built in 2021 and never updated. We rebuild it in week one, before we touch a campaign, because performance without measurement is theater.
Meta creative fatigues fast in beauty/medical. We produce, test, and retire ad creative every week, three to five new variants per audience, killed if they underperform within 72 hours. Brand stays consistent; the ads compete on conversion.
A $50 CPL for breast augmentation (avg case $11k) is gold. A $30 CPL for Botox (avg case $600) might be too expensive. Cost per lead in isolation is a lie. We report revenue per acquired patient by procedure, so the math is honest.
Roughly 25–40% of booked consults no-show. We don’t lose those, we retarget them on Meta and YouTube with patient case-study content and a re-booking offer. Rebooks at this stage convert at 2–3x the cold rate.
For practices in markets where LSAs are available, they’re among the highest-intent placements on the entire internet, and they bill per qualified lead, not per click. Eligibility is narrow; we’ll tell you on the audit call whether your geo and procedure mix qualifies.
iOS 14 broke attribution for half the industry. The next policy shift will break it again. We architect tracking with multiple redundant signals (server-side, post-booking surveys, weekly call-attribution reconciliation) so your numbers survive Apple, Meta, or Google changing the rules.
Every engagement starts with the same three workstreams. The mix shifts based on what your practice actually needs, but the structure stays consistent.
We audit your funnel, case mix, and front-desk conversion before touching a campaign. Output: a one-page model, what a $10k case can cost to acquire, and what the ad math needs to look like for the engagement to make sense for both of us.
Halftone, motion, UGC, compliant before-and-afters, whatever wins for your audience. We produce, test, retire weekly. Your brand stays consistent; the ads compete on conversion. We can subsidize a one-time photo/video shoot for new partners in their first 60 days.
Daily optimization. Weekly reporting tied to booked consults, not form fills. Monthly read on case revenue attributable to channel. You see the same dashboard we see, and we walk it together every Friday.
Two-week funnel + creative + measurement audit. Output is a deck, a one-page acquisition model for your practice, and a yes/no on whether we’re the right fit. Free if we end up working together.
Tracking rebuild, landing pages, creative production, account structure. 30 days from kickoff to first campaigns live, sometimes faster.
Weekly reporting tied to booked consults. Monthly read on revenue. Quarterly strategy review. Month-to-month after the initial 90-day term.
If we’re a fit, we’ll book a longer working session and start the audit. If we’re not, you’ll leave the call with a clearer picture of what to fix, at no charge.
Booked instantly, confirmed within 24 hours