Rhinoplasty Practice Grows Consultations 3× in 4 Months.

The Problem

A well-regarded plastic surgery practice in central Connecticut had built a strong reputation through referrals and word of mouth over 12 years. But referral volume had plateaued, and the two surgeons were seeing their consultation calendar sit 40–50% empty most weeks.

They had previously worked with a general digital marketing agency for eight months. The agency had spent $4,200/month on Google Ads but delivered an average of only 23 leads per month — at a cost-per-lead of $183 — with a consultation booking rate of around 12%. The campaigns were generic, targeting broad keywords like "plastic surgeon" rather than procedure-specific, high-intent searches.

The practice's primary goals were to grow rhinoplasty and breast augmentation consultation volume specifically, and to reduce their cost-per-consultation from its current level of over $1,500 to something that made financial sense given their average procedure value.

Our Strategy

We started with a full audit of the previous campaigns and a competitive analysis of the top 8 plastic surgery practices in the Connecticut market. The findings were clear: every competitor was bidding on the same 12–15 generic keywords. No one had built procedure-specific campaigns with dedicated landing pages.

Google Ads restructure: We rebuilt the account from scratch with separate campaigns for rhinoplasty, breast augmentation, facelifts, and body contouring. Each campaign targeted long-tail, procedure-specific keywords ("rhinoplasty consultation CT", "nose job surgeon Hartford", "board certified rhinoplasty Connecticut") with tightly themed ad groups. We cut 80% of the previous keyword list and added 340 negative keywords to eliminate irrelevant spend.

Landing pages: We built four procedure-specific landing pages — one per procedure — each with before/after galleries, surgeon credentials, patient testimonials, and a single conversion goal: booking a free consultation. The previous campaigns sent all traffic to the practice's homepage.

SEO: Simultaneously, we built out a content strategy targeting "rhinoplasty [city]" and "rhinoplasty cost Connecticut" searches — procedure pages and supporting blog content. While paid results were immediate, SEO was built to reduce the practice's long-term paid dependence.

Tracking: We implemented call tracking with dynamic number insertion, GA4 conversion events, and a weekly reporting cadence so the practice could see exactly what each dollar was generating.

The Results

Within the first 30 days, cost-per-lead dropped from $183 to $91 — a 50% improvement — simply from the restructured campaigns and new landing pages. By month 3, continued optimization brought CPL to $47.

Consultation volume tripled compared to the same period the previous year. The rhinoplasty campaign in particular outperformed all benchmarks — the procedure-specific landing page converted at 11.3%, compared to the 2.1% homepage conversion rate from the previous agency's campaigns.

The SEO investment began generating organic consultation requests by month 5 — the practice now ranks on page 1 for 9 rhinoplasty-related search terms in the Connecticut market.

Key Takeaways

• ✓Procedure-specific campaigns consistently outperform generic "plastic surgeon" keyword targeting by 3–5× on CPL
• ✓Dedicated landing pages vs. homepage: 11.3% vs. 2.1% conversion rate — a 5× difference
• ✓Negative keyword management recovered ~$1,200/month in wasted ad spend from irrelevant clicks
• ✓Combined paid + SEO strategy compounds ROI: organic traffic now accounts for 35% of consultation requests