The short answer
Meridian Med Spa was spending $12K per month on Google Ads with broad match keywords across all treatments. No conversion tracking, no call tracking, no way to tell which services were profitable. I restructured the account by treatment type, added 200+ negative keywords, implemented call tracking, and built dedicated landing pages per service. ROAS went from 0.9x to 3.2x in six weeks without increasing budget.
Problem
$12K monthly ad spend on broad match across all treatment types. The account was bidding on queries like "botox near me" and "laser hair removal cost" with the same campaign, same budget, same landing page — the homepage. No conversion tracking beyond form submissions. Call tracking did not exist. The owner could not tell which treatments were actually driving revenue versus which were just generating consultations that never converted.
Approach
Search term audit found $4K per month in waste: competitor names, DIY queries, unrelated medical terms. That is a third of the entire budget going to clicks that would never convert.
Campaign restructure by treatment category — injectables, laser, body contouring, facials — with separate budgets weighted by average ticket size. High-margin treatments (injectables, body contouring) got proportionally more budget because they generate more revenue per booking.
Dedicated landing pages per treatment with before/after galleries, pricing transparency, and single-click booking. Each page was designed around one conversion goal: book this specific treatment.
CallRail implementation with source-level attribution so every phone call could be traced back to the keyword, campaign, and landing page that produced it.
Bid strategy optimization: manual CPC for high-margin treatments where we needed precise control, automated bidding for lower-ticket services where volume mattered more than per-click cost.
Results
| Metric | Before | After (Week 6) |
|---|---|---|
| ROAS | 0.9x | 3.2x |
| Monthly waste identified | Unknown | $4K/mo eliminated |
| Call tracking | None | Full source attribution |
| Landing pages | 1 (homepage) | 6 treatment-specific |
What I'd do differently
Push harder on landing page personalization from day one. The first two weeks used a generic landing page while I built the treatment-specific ones. Those two weeks of traffic went to a page that was not optimized for any specific treatment, and the conversion data from that period was essentially unusable for guiding bid adjustments. In hindsight, launching with even a basic treatment-specific page would have given us cleaner data from the start and shaved a week off the optimization timeline.