Case study with the Praxisklinik am Rosengarten

Google Ads leads in cosmetic surgery

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PRAXISKLINIK AM ROSENGARTEN

Beauty is in every human being

Praxisklinik am Rosengarten
Praxisklinik am Rosengarten is one of the leading private clinics for plastic and aesthetic surgery in Germany. With 7 specialists at 4 locations (Bergisch-Gladbach, Cologne, Frankfurt and Hamburg), the clinic offers comprehensive and multidimensional consultation, as the experience of several doctors can be incorporated into the treatments. Only very few clinics and practices in Germany have such a concentrated collection of specialist knowledge. Around 1,500 patients are advised and around 500 major operations are performed each year. Smaller treatments such as Botox, hyaluronic acid or thread lifts are carried out on a daily basis.

How do customers become aware of the practice clinic?
Praxisklinik am Rosengarten was already represented on all common online advertising channels before the start of the collaboration. In the area of Google Ads, search campaigns in particular were used to attract potential new customers for a consultation. In addition to a personal consultation on site, interested parties can also take advantage of a video consultation or initial contact via WhatsApp. Patients should always bring enough time with them, as they will receive intensive (and multiple) consultations before a decision is made.

FOLLOW GOOGLE ADVERTISING GUIDELINES

The initial situation

In order to attract interested and qualified new customers, the Google advertising guidelines must be adhered to. Plastic surgery is a sensitive topic that must be communicated in a prudent manner.

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Our services

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    Supplementing existing campaigns
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    Optimization of the ads
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    Consideration of current best practices
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    Rejection management
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    Recalibration of the conversion tracking
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    Continuous further development of the account
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    Testing new campaign formats
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OUR LEARNINGS

Review and results

Google Ads: A new approach
We wanted to reach more interested private individuals in the shortest possible time and at the same time prevent ad rejections. We achieved this with the help of 3 steps. 

Step 1: First of all, all contact points were defined and converted into a holistic conversion tracking system. From then on, every action on the site could be recorded for the first time. These conversions were then individually evaluated using a different conversion value. To this day, all campaigns optimize based on the conversion value instead of the conversion total.

Step 2: Search campaigns were tested against other formats such as Performance Max or Smart Campaigns. The classic search format was defeated in many cases and was replaced by new campaigns where appropriate. Important: Each campaign has its own topic (or its own region) and is therefore clearly distinguishable from all other campaigns. 


Step 3: Policy management is the order of the day for sensitive topics. Ads can be rejected on a daily basis and often it's just down to small things that can be easily fixed. Be it the avoidance of certain words or the replacement of rejected images. To support this, we have opted for campaign formats where rejections are easy to control. In addition, policy violations are routinely discussed with Google Support and, if possible, rectified in the shortest possible time. This is because the number of rejections in an account is critical. Attention must be paid to them to ensure smooth and cost-effective delivery.

The results
Through a regular exchange with the customer about the lead quality and the constant quality control of the ads, we were able to generate the contacts more and more favorably. Conversion costs were reduced by more than 65% over time. At the same time, we were able to increase the number of conversions per week disproportionately. To this day, the customer receives high-quality inquiries at the lowest possible price.

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Patrick Andermahr

Head of PPC

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