The Challenge
Our client is a leading aesthetics trainer in the UK, providing award winning aesthetics courses to medical professionals. One area of marketing that we manage for them are their paid ads on Google. The main course that they offer is a ‘Level 7 Diploma’, and the client wanted to increase the takeup of this course as much as possible, as it reflects the highest level of aesthetics training, ensuring patient safety across the industry.
One of the main challenges of promoting this course is that the industry is heavily regulated, meaning that certain terms cannot be used in paid ads, such as ‘botox’. The industry and the client is also incredibly specialised and only medical professionals are eligible to train with the client, so our targeting had to be as effective as possible.
Our Solution
We set up the ads to direct traffic to a new landing page that fully complied with all industry regulations around the promotion of specific aesthetic treatments. We carefully ensured that the new page conveyed the same message and remained just as informative about the aesthetic courses available, even with the additional restrictions on word choice.
Furthermore, we ensured that we were capturing a relevant audience by targeting medical professionals in the various locations across the UK where the client provided training.
Results
Our Google ad campaigns for the client have been highly successful – in the last 12 months the ads have had an impressive top of page rate of around 92%.
Due to the results we have been able to deliver for the client, at the start of 2024, we have increased the level of work we do for them – we now provide the client our services for SEO, website user experience, social media strategy, email marketing and content creation. Being involved in such a broad range of digital marketing services allows us to integrate our services together and ensure that the client has a unified strategy, based around generating high quality leads.
