Industry Context

The beauty and aesthetic sector is booming, especially in urban areas where there’s growing interest in non-surgical rejuvenative procedures. Prospective clients are often selective, seeking trusted providers known for expertise, quality results, and a high standard of care. Given the high cost and personal nature of aesthetic treatments, establishing credibility and trust with potential clients is crucial for driving conversions.

Target Audience

The primary target audience consisted of individuals aged 25-55 with an interest in skincare, aesthetics, and self-care. This group included young professionals and middle-aged individuals who view cosmetic treatments as an investment in themselves, with a preference for non-invasive procedures.

Challenge

Despite having a well-designed website and active social media presence, the clinic struggled to attract high-quality leads. Their previous efforts on Google Ads and Facebook Ads lacked targeted strategy, which resulted in low engagement, limited form submissions, appointment bookings, and phone inquiries. This inefficiency led to budget wastage, low return on investment (ROI), and minimal brand visibility within the local market.

Campaign Objectives

The primary goals were as follows:

→ Increase Brand Awareness: Improve local brand presence and recognition in the competitive beauty and aesthetic space.

→ Boost High-Quality Lead Submissions: Drive more lead forms, consultation bookings, and phone calls from relevant prospects.

→ Enhance ROI: Optimise ad spend by minimising clicks from low-quality or irrelevant leads, ensuring the budget was directed toward high-intent prospects.

Strategy & Approach

Integrated Google Ads & Facebook Ads Solution

→ TARGETING STRATEGY

• Google Ads: We identified high-intent keywords specific to the clinic’s core services, including terms like “Botox near me,” “microneedling clinic,” and “best facials.” Location-based targeting was applied to reach users within a 10–15KM radius, ensuring that ads were seen by individuals likely to visit the clinic.
• Facebook Ads: Audience segments were crafted based on demographics (age, gender), interests (ie, skincare, beauty treatments), and online behaviours indicative of higher-income users interested in self-care. This approach allowed us to reach a refined audience that was more likely to convert.

Ad Creatives

AD TYPES

• Facebook Ads: Utilised a combination of carousel ads, video ads, and lead generation ads to present engaging and informative content. Video ads showcased treatment processes and client testimonials, while carousel ads highlighted different services.
• Google Ads: Deployed responsive Search Ads and Display Ads to capture users actively searching for services and to retarget users who had previously visited the clinic’s website.
  
  → Messaging & CTAs: We crafted persuasive messaging that emphasised the clinic’s professionalism, the visible results of treatments, and client testimonials to build credibility.
  
  → Call-to-Actions: CTAs such as “Book Your Free Consultation Today!” and “Get Flawless Skin—Contact Us Now” were designed to prompt immediate action and increase form submissions.

Bidding Strategy

• Facebook: A mix of CPC and CPM bidding strategies were tested to optimise both engagement and CPL (Cost per Lead). After testing, CPL bidding emerged as the most effective for generating lead submissions.
• Google Ads: Target CPA bidding was implemented for high-intent keywords to prioritise users further down the funnel. Meanwhile, a maximised clicks strategy was used for Display Ads focused on raising brand awareness.

Budget Allocation

• Allocated 60% of the budget to Google Ads, prioritising high-intent search campaigns for faster conversions, while 40% was directed to Facebook Ads for top-of-funnel awareness and engagement. This division allowed us to build retargeting lists from Facebook while converting them through targeted Google Ads.

Sales Funnel & Retargeting Strategy

• Facebook Ads served as the top-of-funnel entry point, introducing the brand to potential clients through demographic and interest-based targeting.
• Google Ads campaigns focused on middle- and bottom-of-funnel conversions, particularly through remarketing to re-engage users who previously interacted with Facebook ads or visited the website without converting.

Execution

CAMPAIGN SETUP

→ Google Ads: Ad groups were structured around specific services (ie, “Botox,” “Facials,” “Microneedling”) to ensure targeted messaging. UTM parameters and Google Tag Manager were employed to track conversions accurately.
→ Facebook Ads: Audience segments were created based on age, gender, and interest-based targeting. Lead ads with embedded forms were used to reduce friction and capture leads directly on Facebook.

TESTING & OPTIMISATION

• A/B Testing: Ad copies, images, and CTAs were rigorously A/B tested. For instance, we tested image-based ads against video ads, discovering that videos with testimonials led to higher engagement.
• Continuous Adjustments: Targeting was refined by excluding irrelevant audiences and adjusting keywords. Negative keywords were added on Google Ads to improve quality scores and ad relevance.

ANALYTICS & ATTRIBUTION

• Attribution Models: We used data-driven attribution on Google Ads to capture each touchpoint’s contribution to the customer journey, while last-click attribution on Facebook highlighted the immediate impact of ad interactions on conversions.

Results

KPIs & METRICS

• Google Ads
  
  → Click-Through Rate (CTR): Increased by 33% as ads were refined to align with high-intent searches.
  
  → Conversion Rate: Improved by 41% through targeted ad copy and high-quality keyword selection.
  
  → Cost per Lead (CPL): Reduced by 19% following ad copy optimisation and bidding strategy adjustments.

• Facebook Ads
  
  → Engagement Rate: Carousel and video ads collectively achieved a 7.3% engagement rate, surpassing industry benchmarks.
  
  → Lead Form Submissions: Generated an average of 35 high-quality leads per month at an efficient CPL.

• Overall ROI/ROAS: Return on ad spend improved by 43%, demonstrating increased efficiency and cost-effectiveness.
• Comparative Analysis: Compared to initial benchmarks, CPL was reduced by 24%, while lead quality significantly improved. Website conversion rates rose by 21%, and phone inquiries increased by 33%, highlighting the campaign’s effectiveness in generating actionable leads.

Key Learnings & Takeaways

• Google Ads was highly effective at capturing high-intent traffic, with search ads particularly successful in reaching users ready to convert.
• Facebook’s Lead Generation Ads provided a seamless top-of-funnel solution, capturing user information directly on the platform and maximising conversions.
• Incorporating video content and client testimonials greatly boosted engagement on Facebook, creating a more relatable and trustworthy brand image.

Future Recommendations

• Explore additional Facebook audience segments by expanding interest-based targeting to include wellness and luxury categories.
• Consider expanding reach by testing display ads on Google Ads to attract more top-of-funnel prospects.
• Trial new formats, such as Facebook Stories and Google Discovery Ads, to diversify engagement and attract new users. ■

Target Audience

Individuals aged 25-55 who are preparing for key life events or celebrations. This demographic comprises engaged couples, new parents, family members, and friends looking for gift solutions. The audience is highly influenced by convenience, trusted brands, and the ease of setting up a registry or shopping online.

Challenge

Despite having a robust product offering and an established brand, client was not fully capturing their potential audience across digital platforms. Previous campaigns on Google Ads and Facebook had varying degrees of success, but they were missing higher-quality traffic and struggling with low engagement and conversion rates. There was a need for a more comprehensive strategy to improve ad performance, particularly through retargeting, and to integrate LinkedIn Ads to capture professionals with disposable income who might be interested in registry services.

Campaign Objectives

→ Boost Brand Visibility: Increase awareness of the client’s registry services across multiple channels, including LinkedIn, to reach higher-income and quality-focused users.

→ Increase Qualified Leads: Enhance lead quality with targeted campaigns designed to drive form fills, registry sign-ups, and purchases.

→ Optimise ROI: Improve the efficiency of ad spend through audience segmentation, cross-platform targeting, and precise bidding strategies.

Strategy & Approach

Integrated Google, Facebook & LinkedIn Ads Solution.

TARGETING STRATEGY

• Google Ads: Targeted high-intent keywords like “gift registry,” “wedding registry,” and “baby registry South Africa.” Seasonal keywords were included for promotions like Black Friday, capturing timely interest. Location-based targeting refined our reach, focusing on users within the client’s most active regions.
• Facebook Ads: Audience segmentation was based on life events, interests (weddings, parenting, home decor), and income indicators to attract premium users.
• LinkedIn Ads: Leveraged LinkedIn’s targeting capabilities to reach professionals, targeting individuals with higher incomes and interests in lifestyle, wellness, and event planning. LinkedIn’s Sponsored Content ads highlighted the registry’s convenience, while InMail was tested for direct engagement with high-income users planning special events.

Ad Creatives

AD TYPES

→ Google Ads: Used responsive search ads to match high-intent queries and display ads for remarketing, targeting users who previously visited the website.

→ Facebook: Implemented carousel and video ads showcasing top products and seasonal deals. Lead generation ads captured contact details directly on Facebook, streamlining the process for potential leads.

→ LinkedIn: Employed Sponsored Content ads to communicate the brand’s premium offerings and InMail messages to encourage direct engagement with users planning registries.

→ Messaging & CTAs: The messaging focused on the ease of creating a registry, the selection of top brands, and the seamless shopping experience. CTAs like “Create Your Registry Today” and “Explore Exclusive Deals” were crafted to prompt immediate action.

Bidding Strategy

• Google Ads: Implemented a Target CPA bidding strategy to optimise for conversion-driven keywords. Display ads used maximised clicks to enhance visibility and drive traffic for retargeting purposes.
• Facebook: Employed CPL bidding to control lead acquisition costs while maximising engagement for video and carousel ads.
• LinkedIn: Utilised a CPM bidding strategy for Sponsored Content to maximise brand reach among professionals and a CPC bidding strategy for InMail to focus on direct engagement.

Budget Allocation

→ Google Ads: Allocated 50% of the budget to capture high-intent search traffic and to power remarketing campaigns.

→ Facebook Ads: Used 30% of the budget to build top-of-funnel awareness and engagement, creating a pipeline of users to retarget.

→ LinkedIn Ads: Assigned 20% of the budget to tap into a professional demographic and capture high-quality, affluent leads.

Sales Funnel & Retargeting Strategy

• LinkedIn Ads were positioned at the top of the funnel, targeting professionals likely to consider premium registry services.
• Facebook nurtured these leads with carousel and video ads that re-engaged users who interacted with LinkedIn or Google Ads, maintaining brand visibility and encouraging further exploration.
• Google Ads functioned as the bottom-of-funnel driver, converting interested users from previous interactions through highly targeted search ads.

Execution

CAMPAIGN SETUP

→ Google Ads: Created dedicated ad groups around top keywords like “gift registry” and “wedding registry,” with UTM tagging for tracking user behaviour and conversions.

→ Facebook Ads: Segmented ad sets based on demographics, life events, and interest-based targeting. The ads aimed to capture top-of-funnel engagement and build remarketing lists.

→ LinkedIn Ads: Used LinkedIn’s job title, industry, and interest targeting to capture high-quality audiences. Sponsored Content and InMail ads were deployed to engage professionals likely to convert.

Testing & Optimisation

• A/B Testing: Conducted A/B tests on ad visuals, messaging, and CTAs. Video ads were compared with carousel ads to determine the best-performing format. InMail’s engagement rates were analysed to assess its effectiveness.
• Continuous Adjustments: Regularly refined targeting parameters and adjusted budgets based on performance. Negative keywords were added on Google to filter irrelevant traffic, while LinkedIn targeting was refined based on engagement data.

Analytics & Attribution

→ Attribution Models: Google Ads used data-driven attribution to gauge each touchpoint’s impact, while Facebook and LinkedIn relied on last-click attribution to measure conversion influence.

Results

OVERALL METRICS (1–12 November 2024)

• Clicks: 1.24K clicks across platforms, highlighting strong engagement.
• Actual ROAS: Achieved a remarkable 668.04% ROAS, exceeding campaign expectations.
• Conversion Rate: Reached an impressive 8.22%, reflecting high lead quality.
• Conversion Value: Generated a total conversion value of R12.1K.

Platform-Specific Performance

• Google Ads

→ CTR (Click Through Rate): Achieved a 4.63% CTR on targeted keywords, aligning well with user intent.

→ Conversion Rate: Google Ads reached an 8.22% conversion rate, driven by keyword optimisation and bid strategy refinement.

→ CPL (Cost Per Lead): Reduced CPL by 19% due to targeted bid strategies and ad copy optimisation.

• Facebook Ads

→ Engagement Rate: Carousel and video ads achieved a 7.3% engagement rate, surpassing industry benchmarks.

→ Lead Form Submissions: Generated an average of 35 high-quality leads per month within the budget.

• LinkedIn Ads

→ InMail Response Rate: InMail achieved a response rate of 12%, exceeding benchmarks for engagement with high-value users.

→ Sponsored Content Engagement: Sponsored Content posts received high engagement from professionals in relevant demographics, with CPM costs controlled effectively.

Comparative Analysis

The campaign successfully reduced CPL by 24% across platforms, while lead quality and engagement rates improved substantially. Website conversion rates increased by 21%, and phone inquiries grew by 33%, indicating enhanced audience relevance and engagement across channels.

Key Learnings & Takeaways

• LinkedIn Ads proved effective for reaching higher-income, quality-focused audiences and professionals likely to consider premium registry services.
• Google Ads were instrumental in converting high-intent search traffic, with search ads capturing ready-to-convert users effectively.
• Facebook Ads played a crucial role in top-of-funnel engagement, with video content and testimonials significantly boosting interaction rates.

Future Recommendations

• Expand LinkedIn targeting to include additional job roles and industries that align with high disposable income groups.
• Test Google Display Ads to attract new audiences further up the funnel.
• Experiment with additional formats like LinkedIn Video Ads and Google Discovery Ads to capture attention in a more engaging format. ■

Meta Ads—REPORT 2024

Meta Ads—REPORT 2024