Rebuilding a two city ad account for an aesthetic clinic

The problem

The account produced leads at a very low cost, and the sales team still could not fill consultations. People who enquired did not answer calls, arrived expecting a discount price, or were not medically suitable. Volume was never the problem.

What we built

• Conversion tracking cleaned up so only form leads and calls counted as conversions
• Qualifying instant forms with OTP verification, a city question and a stated price band, replacing forms that asked nothing
• Separate campaigns for the qualified experiments, after budget optimisation was found starving them inside shared campaigns
• Language matched creative in Marathi, Hindi and English, with the client's own patient testimonials
• Location targeting corrected: the automatic expansion setting was the real source of out of area leads
• Monthly reconciliation of the platform's leads against the clinic's own calling sheet

Where it stands

A written operating handbook for the account: when to kill an ad, when a creative is fatigued, and which changes are never made during a learning phase.

Worth knowing

The most useful finding was not about ads at all. Around four in ten leads were never connected by phone, which set the priority for the next quarter.