Cost per booked consultation down 49% on a steady A$3,500 a month, by teaching Meta and Google which leads actually became patients.
Aesthetics & Co. is a dermatology clinic in Sydney, Australia. I worked on the account from February to June 2025, across Meta Ads, Google Search, Zoho CRM and offline conversions.
Lower cost per booked consultation, from A$65 to A$30.
Share of leads who book a consultation, up from 9%.
More consultations a month, from 74 to 146.
Share of booked patients who show up, up from 58%.
What wasn’t working.
Aesthetics & Co.'s Meta lead forms looked cheap at A$5 a lead, but most numbers were unreachable or people only wanted a price. Only 9% of leads booked a consultation, and the ad platforms had no way of knowing which ones did.
- High-intent procedures buried. The website treated a $5,000 laser treatment the same as a $50 consult.
- Disjointed tracking. They used Mindbody for bookings, but ad platforms had no visibility into revenue.
- Creative fatigue. They were running the exact same before-and-after images for over 14 months without testing new hooks.
Five changes, in the order they mattered.
Mindbody integration
Connected their booking software directly to Meta Conversions API and Google Ads, allowing algorithms to optimize for actual revenue instead of form fills.
Dedicated landing pages
Built high-converting pages specifically for their premium laser packages, hiding pricing until the user engages with the core value proposition.
Dynamic creative testing
Tested educational videos featuring the clinicians explaining the technology, phasing out stale static before-and-after imagery.
Speed to lead
Implemented an automated SMS follow-up sequence that triggers within two minutes of a lead form submission.
Search term sculpting
Negatived out budget-draining keywords like “cheap botox” to focus entirely on high-LTV patients actively searching for premium treatments.
What changed, month by month.
The funnel, before and after
One month of leads followed through to the chair. Fewer leads came in after the change, but far more of them became consultations.
Consultations up, cost per consultation down
Booked consultations each month (bars) against cost per booked consultation (line). January is the baseline.
Both channels improved
Booked consultations by channel. Meta gained most from the CRM signal; Google gained from treatment-intent search.
Still running today
- CRM conversions sync to Meta and Google every day.
- Every lead gets a WhatsApp reply within two minutes, and a reminder before the appointment.
- A cost-per-consultation report goes out every Friday.
Tell me what you’re working on.
What you want to achieve, and where you need help. We can talk it through and decide on a practical next step. I’m based in New Delhi and work with businesses across India.
