1. Client Overview
Industry: Laser Dermatology & Aesthetic Medicine
Service Type: B2C medical services (laser procedures, dermatology treatments)
Advertising Platform: Google Ads
Market: Ukraine
The client is a laser dermatology clinic providing aesthetic and medical dermatology services. At the time of cooperation start, the clinic was experiencing serious difficulties with acquiring new patients through paid advertising.
2. Initial Situation & Challenges
At the moment the client approached me as a Google Ads specialist, the advertising system was in a critical state.
Key problems identified:
❌ Only up to 2 inquiries per day from all advertising channels combined
❌ Monthly ad spend of approximately 15,000 UAH, with no clear understanding of results
❌ Most Google Ads campaigns were created 8 years ago and maintained by a non-specialized SEO agency
❌ Incorrect conversion tracking:
A “conversion” was counted as time on site over 2 minutes
No tracking of submitted forms
No callback request tracking
❌ Ads were not appearing in top positions for core commercial keywords
❌ CPA could not be calculated, making optimization impossible
As a result, decision-making was based on assumptions rather than real data.
3. Objectives
The main goals of the project were:
📌 Rebuild Google Ads from scratch
📌 Implement correct conversion tracking
📌 Increase the number of qualified leads (calls & form submissions)
📌 Achieve a predictable and scalable Cost per Acquisition (CPA)
📌 Create a foundation for future budget scaling
4. Strategy & Approach
A full Google Ads relaunch was chosen instead of incremental optimization.
The work included:
🔹 Website & Landing Page Improvements
Optimization of landing pages for conversions
Clear call-to-actions
Improved page structure and content relevance
🔹 Google Ads Account Rebuild
In-depth keyword research based on commercial and service-specific intent
Semantic segmentation by procedures and user intent
Creation of negative keyword lists to eliminate irrelevant traffic
Development of new ad copies aligned with Google Ads medical policies
🔹 Campaign Structure
10 Search campaigns
2 Smart campaigns
2 Dynamic Search Ads (DSA) campaigns
This structure allowed us to:
Control high-intent queries via Search
Capture additional demand via DSA
Test automated bidding via Smart campaigns
🔹 Conversion Tracking & Analytics
Setup of form submission tracking
Setup of callback request tracking
Implementation of call tracking
Behavioral event tracking for better funnel analysis
Now, every lead could be measured, analyzed, and optimized.
5. Results
📈 Performance After 3 Months:
✅ 4 conversions per day from Google Ads (Calls; Submited formas)
✅ CPA: 278 UAH per conversion
✅ Stable and predictable lead flow
✅ Full transparency of advertising effectiveness
The achieved result was reached within 3 months after the relaunch.
At this stage, further growth is limited only by the advertising budget, not by demand or campaign performance.
6. Conclusion
This case demonstrates how a complete reset of Google Ads, combined with proper tracking and structure, can dramatically improve lead generation even in a competitive medical niche.
Key success factors:
Correct conversion tracking
Clean and scalable campaign structure
Focus on commercial intent
Data-driven optimization instead of assumptions
7. Key Metrics Summary December
| Metric | Before | After |
|---|---|---|
| Leads per month | ≤ 5 | 124 |
| Conversion tracking | Incorrect | Fully implemented |
| CPA | Not measurable | 278 UAH |
| Campaign structure | Outdated | Rebuilt from scratch |
Counted: Coversions from google ads account + conversions “calls” via smart campaigns + conversions via Google Business Profile