138 Monthly Conversions at $23.24 CPA — Southeast Cosmetic Dermatology Practice

What we were working with.

Cosmetic dermatology competes directly with med spas, plastic surgeons, and aesthetics practices for the same patients. This practice was losing competitive clicks to lower-cost providers because ads were competing on generic terms where price-sensitive patients dominated. The practice needed to reach patients who specifically valued board-certified dermatologist care for cosmetic procedures — a meaningfully different audience.

How we built the campaign.

The campaign was rebuilt around credential and quality signals rather than generic procedure names. Ad copy explicitly communicated board certification, clinical expertise, and medical-grade treatments — differentiating from the med spa and aesthetics competition. Keywords were refined to capture searches that signaled quality preference: "cosmetic dermatologist near me" over "Botox near me". Landing pages reinforced clinical credentials and explained the difference between medical and cosmetic-only providers.

What the numbers say.

138 monthly conversions at $23.24 CPA with a 26.9% conversion rate. The higher CPA relative to lower-tier cosmetic providers reflects a different patient: one who is specifically seeking a dermatologist rather than the nearest injector. These patients have higher lifetime value and lower price sensitivity than the broader cosmetic market.

Specific tactics deployed.

• Credential-forward ad copy emphasizing board certification and clinical expertise
• Keyword refinement toward qualification-intent searches vs. generic procedure terms
• Competitor conquesting strategy targeting patients researching med spas and plastic surgeons
• Landing pages explicitly addressing the clinical vs. cosmetic provider distinction
• Review strategy focused on highlighting clinical outcomes over aesthetic results