How Smart Search Ads Reduced CPL by 38% and Increased Leads by 60% for The Skin Clinic

The Client:

The Skin Clinic, located on Kadri Kambla Road in Mangalore, is a leading dermatology and cosmetology center offering advanced skin treatments. Established in 2018 by Dr. Vindhya A. Pai, the clinic is known for its personalized care and state-of-the-art technology with laser treatments, anti-aging solutions, and fat loss treatments.

The Objective:

The primary goal was to increase high-quality leads and improve conversion rates through more targeted and relevant search ads on Google.

The Challenge:

Despite running previous campaigns, the client faced issues with low-quality leads and high cost per acquisition. The challenge was to improve ad relevance and lead quality while optimizing the ad budget for better ROI.

The Strategy:

To address the challenge, we structured the ad account to improve ad relevance and audience targeting. The approach involved grouping similar search terms and aligning them with tailored ad copy to increase click-through rates and improve ad quality scores.

The Execution:

Created distinct ad groups based on user intent and search behavior.
Developed customized ad copy to match the specific needs and interests of each segment.

Results:

3 Months Before the Execution		3 Months After the Execution
Leads	68	Leads	109
CPL(Cost per Lead)	1,203.89	CPL(Cost per Lead)	738.52
Impressions	18,563	Impressions	20,957
Clicks	4,000	Clicks	3,988
CPC	₹20.47	CPC	₹20.19

Conclusion:

The campaign significantly improved lead generation and cost efficiency by restructuring the ad account and aligning the strategy with user intent. Leads increased by 60% over three months, while the cost per lead (CPL) dropped by 38.7%. This demonstrates that refining ad relevance and targeting not only enhanced lead quality but also maximized the return on ad spend.