Advanced Aesthetics & Sugaring by Maria is one of Winnipeg’s most renowned medical spas. In the medical aesthetics business since 2006, they specialize in body sugaring and advanced non-invasive aesthetic treatments for men and women in the Canadian city of Winnipeg, Manitoba. This local medical spa business partnered with Performance Media Agency to manage their Search Engine Marketing campaigns on Google Ads in July of 2020 and we continue to work closely with them for all their digital marketing activities including Local SEO, Email Marketing, Website Development and Maintenance. As you will see, we continue to deliver outstanding results with great service.
Advanced Aesthetics by Maria challenged us to help them acquire new potential customers by increasing the volume and quality of traffic coming from Google in an incredibly competitive medical spa market like Winnipeg. With a limited advertising budget, they needed to maximize their digital marketing investment and generate high volumes of leads at the lowest possible cost. With high brand awareness levels in the region, and no competitors bidding on their branded keywords, their focus was to acquire new customers who did not know their aesthetic services brand. However, they also wanted to use PPC advertising to showcase new aesthetic treatment offers to current customers who used the website to book appointments.
The Search Marketing Strategy
As a highly successful medical spa in Winnipeg, Advanced Aesthetics & Sugaring by Maria’s pay per click strategy needed to focus on bringing new visitors to their website. This was important for our strategic direction as we had to consider focusing their PPC Marketing budget on generic direct response keywords. While we did not need to protect their branded traffic from the competition, it was important to allocate some of the media budget to branded terms to showcase new treatments and special promotions.
To achieve their PPC goals, we used a 4-pronged Search Engine Marketing Strategy to capture demand, dominate the market, drive searchers to action, and boost PPC campaign performance.
To Capture Demand from Google, we designed our campaign structure to mirror Advanced Aesthetics by Maria’s high-value treatments that generated the highest revenues and created dedicated PPC advertising campaigns for each with their own sets of keywords and ads.
The generic campaigns targeted mid to lower funnel localized, and near me keywords for each aesthetic treatment using different match types for coverage and testing purposes. Some of these included high volume terms like “fat reduction winnipeg,” “cellulite reduction near me,” “microneedling winnipeg,” etc.
A branded keyword campaign was also created to capture demand for their own brand terms, control the message, showcase new promotions and aesthetic treatments.
To Dominate the Search Results, we took advantage of all applicable Google Ads ad extensions available in the platform to make the ads as large as possible. This gave their ads more real estate in the search results pages, pushed the competition down, and increased the chances of Advanced Aesthetics by Maria to get the click throughs to their website. The ad extensions we used included Call Extensions, Site Link Extensions, Location Extensions, Call Out Extensions, Structured Snippets, Price & Promotion Extensions. In addition, we used all available Google Ads headline and description lines and created both expanded and dynamic responsive search ads for testing purposes.
To Drive to Action, we provided searchers with a variety of options to make it easy for them to contact Advanced Aesthetics by Maria to book an appointment. We used Click to Site, Click to Call from the Google Ads, Site Links and Location extensions with strong calls to action like Book Online, Call Now, and Book An Appointment.
To Boost Performance, we used bid automation to target the audiences that were more likely to convert for Advanced Aesthetics by Maria. We revamped their landing pages and implemented a rigorous ad testing schedule that allows us to continuously improve performance by learning which variables contribute to lead volume. Finally, we implemented audiences in observation mode, added bid adjustments, and layered them on top of our campaigns to increase efficiencies and generate higher quality leads. These performance-boosting strategies are being complemented by an ongoing negative keyword strategy that ensures maximum relevance with minimum waste.
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PPC Campaign Results
In the 7-month period between August 2020 and February 2021, our Google Ads campaigns for Advanced Aesthetics by Maria have generated 869 new customer leads at an incredibly low cost per lead of only $4. When comparing with their overall traffic by channel in Google analytics, the Google Ads Pay per Click Marketing campaigns accounted for over 24% of their traffic and 19% of their leads during that period. Working with the customer to calculate returns, we estimate this campaign has generated a return on advertising spend (ROAS) of 9 for Advanced Aesthetics by Maria.
Our partnership with Advanced Aesthetics by Maria continues to expand thanks to the amazing results delivered during this campaign span as well as the great level of service and incredibly quick turn around times for all deliverables. Our 24/7 support has been extremely convenient for the customer as well and we continue to add value and drive performance.