SKIN111.
#Social · Case Study.
SKIN111 is a bespoke Aesthetics and Medical Clinic providing premium IV therapy, anti-aging and aesthetics, dermatology, weight loss, and well-being services in Dubai. It currently has two locations in Dubai.
What Our Partners Have to Say About Us
"When we approached HOP, I quickly realized that their Performance Marketing isn't just about vague optimizations, but rather a data-driven strategy. Their commitment to continuous testing and a profound understanding of Ad Policies in the Healthcare industry, which had been a challenge for us previously, has been commendable. We are confident about achieving record ad returns in the upcoming quarter and further expanding our business."
- Omer Galal Osman Marketing Director SKIN111 Aesthetics and Medical ClinicWhen SKIN111 approached us, they were grappling with declining bookings and a low ROAS which was affecting their overall profitability. Operating in the healthcare sector, they encountered challenges with policy adherence and ad violations. The objectives were to -
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increase their profitability (increase ROAS) as they were not generating profits due to high overheads
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adhere to Health Sector Privacy Compliance Guidelines in Performance Marketing
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decrease the cost per Sales Qualified Lead (SQL), which was defined as a WhatsApp interaction initiated by the user, by 10%
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maintain the 55% conversion rate from Marketing Qualified Lead rate (MQL), defined as WhatsApp Call To Action (CTA) Button Clicks to SQL (WhatsApp Interactions)
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increase the ROAS from 3 to 4
Due to healthcare advertising regulation updates and Google's policy changes in February 2022, healthcare marketers faced challenges in personalized advertising, particularly in remarketing. We implemented the following measures -
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Harnessed SKIN111’s Hubspot CRM customer data through Hashed Audiences (GCLIDs only to ensure data privacy) and seamlessly integrated it with Google Ads through Zapier
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Focused more on Search campaigns as they are intent-driven and perform better
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Grouped the core services under two separate ad accounts - Aesthetics and IV Therapy, to optimise keyword relevance
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Targeted audiences using both Exact match type keywords and Phrase match type keywords to ensure the widest reach and relevance
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Used highly optimized landing pages on the SKIN111 website featuring a WhatsApp CTA for lead capture
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Used contextual ads for precise targeting, with ongoing monitoring and optimisation
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Introduced dynamic Performance Max campaigns to improve performance cost-effectively
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