Case Study

SKIN111 Aesthetics and Medical Clinic

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LEAD GENERATION

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 Clinic

THE CHALLENGE

When 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 –

  • increase their profitability (increase ROAS) as they were not generating profits due to high overheads
  • adhere to Health Sector Privacy Compliance Guidelines in Performance Marketing
  • decrease the cost per Sales Qualified Lead (SQL), which was defined as a WhatsApp interaction initiated by the user, by 10%
  • maintain the 55% conversion rate from Marketing Qualified Lead rate (MQL), defined as WhatsApp Call To Action (CTA) Button Clicks to SQL (WhatsApp Interactions) 
  • increase the ROAS from 3 to 4

THE SOLUTION

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 –

  • 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
  • Focused more on Search campaigns as they are intent-driven and perform better
  • Grouped the core services under two separate ad accounts – Aesthetics and IV Therapy, to optimise keyword relevance
  • Targeted audiences using both Exact match type keywords and Phrase match type keywords to ensure the widest reach and relevance
  • Used highly optimized landing pages on the SKIN111 website featuring a WhatsApp CTA for lead capture
  • Used contextual ads for precise targeting, with ongoing monitoring and optimisation
  • Introduced dynamic Performance Max campaigns to improve performance cost-effectively

THE IMPACT

We were able to successfully contribute in increasing the overall profitability of the business by over-achieving set KPI’s and bring down cost metrics. This also led to this project being an award-winning campaign. 

 

Here is an overview –

  • Overall profitability of the business improved with an 83.4% increase in revenue
  • Increase of 32% in customer volume
  • SQL Cost Per Lead was brought down by 17.8% 
  • MQL to SQL Conversion Rate reached to 64.4% 
  • Return on Ad Spend (ROAS) elevated to 6.3
  • Competed with well-established competitors with an impression share of 54% and Top of the Page Rate exceeding 86%

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