How we took a
Birmingham aesthetics
clinic from wasted spend
to a 6.2× return.
A Birmingham Aesthetics Clinic / Google Ads
Birmingham Aesthetics Clinic
Anonymised at client's request
Aesthetics & Cosmetic
Google Ads
9 months
6.2× ROAS
The Brief
A well-established Birmingham aesthetics clinic with a reputation most clinics would trade for — skilled practitioners, loyal patients, a diary that mostly filled itself through word of mouth. The clinic wasn't the problem. Everything happening before someone walked through the door was.
They'd run Google Ads before, through a previous agency, and had nothing to show for it. Money went out every month; where it went, nobody could say. No call tracking, no booking attribution, nothing connecting spend to patients.
The clinic's founder came to us wanting one thing: to know whether Google Ads could bring in the right patients, for the right treatments, at a cost that made sense. Not more enquiries — better ones.
Initial Situation
- Budget spread thin across broad, fiercely competitive terms with nothing to show for it
- No call tracking or booking attribution — no way to tell which treatments the ads were driving
- Plenty of enquiries, but too many price-shoppers and no-shows clogging the diary
What We Did
Treatment-Led Search
We stopped bidding to be everything to everyone. Instead of generic "aesthetics clinic Birmingham" terms, we built tightly themed campaigns around the treatments with the best demand and the best margins — with radius targeting keeping every pound on people close enough to actually book.
Tracking Before Scale
Before scaling anything, we fixed the measurement. Call tracking, form tracking and booking-system events all wired in, so every enquiry traced back to the exact treatment and keyword that drove it. For the first time, the clinic could see its cost per booked consultation — not clicks disappearing into a void.
Qualify Before the Clinic
We rebuilt the ads and landing pages to do the filtering up front — honest pricing bands, who each treatment is and isn't for, what to expect on the day. The people who booked arrived warmer, better informed, and far more likely to turn up.
The enquiries changed first
Before — a typical week of enquiries
- Price-shoppers comparing five clinics on cost alone
- Consultations booked, then quietly missed
- No idea which treatment — or which ad — an enquiry came from
After — qualified before they call
- Enquiries that have already seen honest pricing bands
- Patients who know exactly who a treatment is and isn’t for
- Every booking traced back to a treatment and a keyword
The ads do the filtering before the diary does. Slightly fewer enquiries — far more of them turning up.
68%Show-up rate
The Results
Return on Ad Spend
Within 9 months6.2×
Every £1 into Google Ads returned £6.20 in tracked treatment revenue — from a channel that, nine months earlier, couldn't be measured at all.
-58%
Cost per booked consultation
+190%
Consultations booked
68%
Show-up rate
All figures come from the clinic's own ad account, call tracking and booking system. ROAS is platform-reported treatment revenue across the nine months covered; the show-up rate compares consultations booked to consultations attended.
"We'd spent money on Google Ads before and had nothing to show for it — I couldn't have told you if a single patient came from it. Adam rebuilt the whole thing, and now I can see exactly which treatments our budget brings in. The diary is fuller, the enquiries are better, and no-shows have dropped right off. I only wish we'd found Qwestyon sooner."
Clinic Founder
Want patients, not price-shoppers?
If you run a clinic and your ads bring in everyone except the patients you actually want, we'll show you exactly where the budget is leaking. No pitch, no fluff.