33 Monthly Conversions at $39.79 CPA — Southwest Boutique Plastic Surgery Practice

What we were working with.

Boutique plastic surgery practices face an image challenge in paid search: larger practices with bigger budgets dominate generic procedure searches. The boutique practice needed to compete by differentiation — attracting patients who specifically valued the intimate, personalized care a boutique practice provides.

How we built the campaign.

Boutique positioning was the entire strategy. Ad copy communicated the single-surgeon experience, direct access to the doctor, personalized consultations, and unhurried care. Keywords included qualification signals that attracted patient types more likely to value the boutique model. Landing pages featured the surgeon's personal philosophy, patient experience descriptions, and a clear picture of what makes a boutique practice different from a high-volume practice.

What the numbers say.

33 monthly conversions at $39.79 CPA. These are high-intent patients specifically choosing a boutique experience — the conversion-to-consultation rate from this campaign significantly exceeded the practice's other acquisition channels, and the consultation-to-surgery rate was the highest of any traffic source.

Specific tactics deployed.

• Boutique differentiator messaging: single surgeon, personalized experience, unhurried care
• Patient quality targeting through qualification-intent keyword selection
• Surgeon personal brand content on landing page: philosophy, approach, patient stories
• Competitive conquesting strategy capturing patients researching high-volume alternatives
• Premium bid strategy accepting higher CPC for searches with boutique-preference signals