Google Ads conversion rate improvement for a skin clinic
Aesthetic treatment advertising sits under strict platform restrictions on health claims and before/after imagery — the constraint is real, and most accounts respond by being vague, which converts badly.
- Client
- Skin Clinic
- Industry
- Healthcare & Clinics
- Timeline
- Ongoing
- Year
- 2026
Where they started
Traffic volume wasn't the problem; conversion was. Ads sent clicks to general treatment pages that hedged on everything a prospective patient wants settled before enquiring — what it costs, whether it hurts, how long results last, what the downtime is. Platform restrictions on health claims had pushed the messaging into vagueness, and vagueness at the point of a paid click is expensive.
What we did
We rebuilt landing pages around the questions that actually decide an enquiry — price ranges, realistic outcomes, downtime, suitability and who the treatment isn't for — written to stay comfortably within platform policy while still being specific. Being straightforward about who a treatment doesn't suit turned out to improve conversion rather than harm it, because it builds the credibility the category usually lacks. Audience targeting was tightened around treatment intent rather than broad beauty interest, and tracking was rebuilt to measure consultation bookings rather than page views.
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