Context
€1,500/month Google Ads budget. CPL at €87 per consultation. High no-show rate. Unqualified leads.
Healthcare / aesthetic medicineLyon, FranceQ1 2024
Aesthetic Medicine Practice
CPL cut by 53% in 90 days
-53%
CPL
+124%
Leads / month
+224%
Landing Page CVR
At a glance
SectorHealthcare / aesthetic medicine
MarketLyon, France
PeriodQ1 2024
The problem
Full Search-campaign restructuring with dedicated landing pages and GA4/GTM tracking.
Tools & technologies
The exact stack used to deliver these results — no secrets, everything documented.
Google Ads · SearchGA4GTMMicrosoft ClarityCustom landing pages
Actions taken
- Full audit: 12 off-target keywords identified (40% of budget)
- 3 Search campaigns segmented by treatment type
- Ad extensions: location, reviews, direct call
- Dedicated landing page per campaign with simplified qualification form
- GA4 + GTM tracking: micro-conversions (scroll, time, form interactions)
Results
| Metric | Before | After | Change |
|---|---|---|---|
| CPL | 87€ | 41€ | -53% |
| Leads / month | 17 | 38 | +124% |
| Landing Page CVR | 2.1% | 6.8% | +224% |
| Lead Quality | Low | High (qualifying form) | ↑ |
Key takeaways
4 transferable lessons, applicable to your business regardless of sector.
- / 01
12 off-target keywords were burning 40% of the budget — an aggressive Search audit is the first win to chase.
- / 02
A dedicated landing page per campaign beats a generic site by +200% conversion rate.
- / 03
A short qualifying form (3 fields + WhatsApp) eliminates 80% of unqualified leads.
- / 04
In healthcare, micro-conversions (scroll, time-on-page) predict lead value better than the click alone.
Services involved
Every case combines multiple systems. Here are the ones that made the difference here:
Read next
Three more case studies from the same sector or with similar challenges.