Cost per lead (CPL)
Boca Raton Aesthetics, located in Boca Raton, Florida provides valuable aesthetics services by combining anti-aging and beauty treatments with the latest technology provided by top professionals.
They offer services like botox, spider vein removal, acne scar skin resurfacing, vascular lesions removal, and much more.
Dr. Tanveer Sheikh is leading the Boca Raton Aesthetics. He is MD trained in Internal Medicine at Wayne State University, Detroit, MI and completed a fellowship in cardiovascular disease at Mount Sinai Medical Center, Miami Beach, FL. He is board certified in Internal Medicine and Cardiovascular Disease and is affiliated with Boca Raton Regional Hospital.
Boca Raton reached out to Omnicore to help them successfully market their new line of services.
We partnered with Boca Raton by helping them with building a comprehensive client acquisition system.
The process involved crafting the right offer, designing and building the landing pages and creatives, and setting up the Facebook campaigns along with its management.
We also set up a CRM with automated emails and SMS so incoming leads could be nurtured and booked a meeting.
Before reaching out to us, Dr. Tanveer tried running Facebook ads on his own but they were not getting any response. They would get clicks on their ads but no leads came through.
They also had very little organic presence when they approached Omnicore.
Their website had a good layout but the service pages were not optimized that means they were unable to attract leads from Google by ranking in organic search results which is #1 driver of hot leads for all local practices.
If you are a private practice owner, you can check out our SEO for Healthcare Practice service.
Now, let’s continue with the case study.
After careful market research and discussion with Dr. Tanveer and Omnicore developed a unique offer and generated a 3-step client acquisition framework that attracted the customers with a personalized creative, sent them to an even more highly personalized landing page allowing them to book a meeting right away. This process was then followed by immediate automated response that would encourage the hot leads to convert.
Before we ran any main campaign, we needed to be sure that which offer would work better and what is the right audience. In order to figure that out, we took the following steps.
A) Market Research and Offer Strategy.
As Boca Raton needed to stand out in the aesthetics market of their location, it was important for them to put up a very attractive offer. We went through the Facebook ads library to compare what sort of ads competitors have been running. This helped us to choose what Boca Raton should put out.
Upon research and discussion with Dr. Tanveer, we crafted 2 offers with 2 different creatives.
In one offer they would get a package of Facial+Neck Rejuvenation with a starting session of $799 while in the second offer, the prospects needed to choose any one of the rejuvenation service and they would geta $500 voucher with a free consultation.
However, both the offers were for new patients only.
As per the requirements of the offers, we made 2 image creatives for the test campaigns.
C) Audience Research:
Ads work when they are reaching the right audience so Omnicore needed to be sure about the right audience. For this step we created 2 sets of 6 ad sets. Both of these had a separate ad creative.
For audience segmentation, as the service to be displayed was laser rejuvenation and the research showed it resonates more with ladies above 30 so the gender was kept “Female” while we segmented the audience age in 3 groups ranging from 30 to 60 years. These groups were 30-40,40-50,50-60 years.
Each group was further divided into 2 sub groups so that we could also test the location. Now the sub-group 1 would have 3 ad sets with these age ranges targeting everyone who is currently in that location and the rest of 3 ad-sets targeted only the residents of that location.
For everyone who was in that location radius was set to 15miles around the clinic while for residents it was set to be 10 miles around the clinic.
For the prior one the interests were kept broad while for residents we chose the interests that aligned the services such as “Health And Beauty”, “Skin care”, “Healthcare and Medical Services” etc.
D) Test Campaign Insights:
The test campaign was run on an ad-set level optimization with $5/day ad spend. This means that each ad-set was given an equal opportunity to perform in the maket. This helped us choose the best one out of these 12 adsets.
We observed that ladies aging from 40-60 who were residents of that location showed the most interest.
Since the service pages of website were not very personalized according to the need of a prospect, we designed new landing pages for Boca Raton Aesthetics that could be used in the campaigns.
These landing pages included the main value that a prospect would get with a good readability. These were navigational with strong CTA’s that urged prospects to take a step further and book themselves right away.
For the ease of our client, we crafted a pipeline for them that would actually import the incoming leads from the Facebook ads, which can be arranged as per their respective stage.
We also crafted automated workflows so that the leads could be contacted immediately after they interact with the ads. Along with this if they had booked an appointment, they would also get reminder notifications.
After we had run the test campaign and segmented our audience, we set up another main campaign for Boca Raton Aesthetics choosing the same audience who showed potential interest.
A) Offer Finalization:
For the main campaign, we discussed with Dr. Tanveer and decided to go with the offer of $500 voucher with a free consultation. This gave both our client and prospects a chance to understand each other and whether they are a good fit or not.
B) Ad Creatives
For the detailed targeting we chose 3 ad creatives so that we could maximize the reach of ads. We ran 2 videos, one was purely a treatment video from our client and the other one was a customized video displaying the main offer. The 3rd creative was an image with visuals that resonate with the age of targeted audience.
C) Campaign Set-up & Ad-targeting
For the main campaign, we created one ad-set with 3 of the ad creatives shown above. This campaign was also run on ad set budget level so that each of the creative gets a fair chance to perform in the market.
For targeting, we had already segmented a potential audience when we ran a test phase, hence the audience were females of and above 45 years who are the residents of Boca Raton and they are within the 10 miles of clinic.
As our client was already budget cautious and wanted to spend only $750 in 30 days, we optimized both the campaigns for our client and as a result we spent only $162.53 on the testing campaign while for the detailed campaign we spent $264.18. In total we just spent $426.71 within a month.
Within just one month and an ad spend of $426.71 we generated 37 qualified leads for Boca Raton Aesthetics. The following are some KPIs that indicate a successful ad campaign.
Total impressions were 10,087
Total reach was 5,561
Total leads generated were 37
Cost per click was $2.41
Cost per lead (CPL) was $7
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