1. Paid Search Optimisation: Compliant, Yet Compelling
The first step was a complete rebuild of Cosmex Clinic’s Google Ads account.
We segmented campaigns by treatment category and user intent — separating “discovery” keywords (like anti-ageing treatments Cambridge) from “high-intent” search terms (like consultation for dermal fillers).
Each ad was written to comply with ASA and Google’s medical advertising policies — no unrealistic promises, no “before/after” language, and no targeting of personal insecurities.
Instead, we adopted a soft-sell, educational tone, focusing on expertise, safety, and empowerment.
Examples of tested headlines included:
• “Discover Expert-Led Aesthetic Care in Cambridge”
• “Book a Skin Consultation — Tailored to You”
• “Subtle, Confident, Natural Results — Always”
We also implemented lead form extensions and booking callouts, allowing users to book consultations directly from search results — shortening the conversion path and reducing drop-off.
Continuous A/B testing of ad copy, sitelinks, and extensions helped refine message performance, while negative keyword curation kept campaigns tightly focused on qualified leads.
The result was a 36% reduction in CPA and 127% increase in high-quality enquiries within six months.
2. Organic Social Revamp: From Clinical to Conversational
Next, we turned our focus to organic social — the place where trust is built and reputations grow. We shifted Cosmex’s tone from sterile and procedural to personal, expert, and story-driven.
The new content strategy centred on three recurring pillars:
• Expertise & Education — short-form Reels where practitioners explained treatment science in plain language, helping demystify the process.
• Real Client Journeys — showcasing authentic stories (with consent), before/after care insights, and testimonials focused on confidence and outcomes, not “perfection.”
• Behind-the-Scenes & Team Features — introducing the people behind the brand, from clinicians to skincare specialists, adding warmth and relatability.
Every piece of content was reviewed through a compliance lens — balancing factual accuracy with approachable, aspirational tone.
We also introduced monthly Q&A Reels, where practitioners answered commonly searched aesthetic questions like “What’s the difference between fillers and skin boosters?” or “How do I know what treatment is right for me?”
This approach humanised the clinic, making it feel like a knowledgeable friend, not a faceless provider.
Within six months, organic reach grew 228%, Instagram engagement more than tripled, and average saves and shares per post surged — proof that audiences respond to honesty and clarity over hard sell.
3. Retargeting That Builds Confidence
Finally, we built a rivacy-compliant retargeting ecosystem across Meta and Google.
Using anonymised website and social engagement data, we created custom audiences who had shown interest but not yet booked.
These users were re-engaged with “Meet Your Practitioner” creative — short, personable videos and images featuring real clinic experts, introducing themselves and inviting viewers to book a consultation.
This simple human touchpoint lifted conversion rates by 24% compared to standard reminder ads.
