A Mid-Atlantic aesthetics and plastic surgery practice spending $300 per acquired patient — nearly double industry benchmarks — cut acquisition cost by 77% to $70 through a complete landing page rebuild aligned to procedure-specific campaign structure. Same ad spend. Dramatically fewer wasted clicks.
This practice was generating traffic but hemorrhaging budget at the conversion stage. Click costs were reasonable — the problem was what happened after the click. All campaigns sent patients to the practice homepage, regardless of what they'd searched for. A patient searching for rhinoplasty landed on a page about the practice's full service list. A Botox inquiry landed on the same homepage. The disconnect between search intent and landing page content was costing $230 per acquisition in wasted spend.
We rebuilt every primary campaign with a dedicated, procedure-specific landing page. Rhinoplasty searches landed on a rhinoplasty page — with rhinoplasty before/afters, rhinoplasty FAQs, rhinoplasty pricing context, and a single consultation CTA. Botox searches landed on an injectables page. Each page was stripped of navigation away from the conversion goal, loaded with the specific social proof relevant to that procedure, and built for mobile first. The pages were A/B tested over 8 weeks, with the winning variant for each procedure locked in.
CPA dropped from $300 to $70 in six months — a 77% reduction. Conversion rate climbed from 2.96% to 5.1%, more than doubling the industry average. Same patient volume, same market, same ad budget — dramatically better return.
All metrics are from live campaign dashboards and actual practice data. Practice identity is anonymized by agreement. Results vary by market, specialty, and investment level. Past performance does not guarantee future results.
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