Case Study: How a Plastic Surgery Clinic in D.C. Increased Leads by 10X and Cut CPL by 98%
-98%
cost/lead
About
A well-established plastic surgery clinic based in Washington, D.C. approached Todays Agency with a critical challenge: despite spending heavily on paid ads, they were seeing very few results. Leads were trickling in at a high cost, and their marketing funnel was anything but stable.
Over the course of our partnership (late 2022 to 2025), we completely rebuilt their paid acquisition strategy. The result? A 10X increase in lead volume, a 98% drop in cost per lead, and a reliable, scalable funnel that supports steady growth.
The Challenge: High Costs & Unstable Lead Flow
When the clinic came to us, their campaigns were underperforming despite significant investment. We conducted a detailed audit and found:
- Unacceptably high Cost Per Lead: In some months, a single lead cost over $8,000. Even the “better” months averaged $400–$700 per lead — a level that made profitability nearly impossible.
- Inconsistent performance: Lead volume fluctuated wildly, with some months producing only 1–3 leads despite thousands of ad clicks.
- Low conversion rates: Some campaigns saw conversion rates as low as 0.02%, meaning thousands of clicks resulted in almost no actual leads.
- Wasted spend on irrelevant traffic: Broad keyword targeting and low intent queries were generating traffic that simply wasn’t converting.
The client needed more leads, better targeting, and a cost structure that made sense for long-term growth.
The Strategy: Full-Funnel Optimization & A/B Testing
We began with a total overhaul of their Google Ads account and later expanded to TikTok. Our strategy focused on turning wasted ad spend into highly efficient lead generation.
Key elements of our approach:
- Campaign restructuring: We rebuilt Google Ads campaigns from scratch, focusing on high-intent keywords and laser-targeting geographic areas (primarily the D.C. metro region and selected “fly-in” markets).
- Negative keyword expansion: Over 3,000 negative keywords were added to filter out low-quality traffic.
- Continuous A/B testing: We tested everything — from ad headlines to landing page CTAs — identifying which messages performed best with the target audience.
- Conversion-focused landing pages: We optimized landing pages to align with ad messaging and ensure strong calls to action. Both form fills and phone calls were tracked as conversions.
- Smart bidding strategies: We adopted Target CPA bidding and continually optimized toward campaigns with lower CPL and higher-quality leads.
- Ad scheduling: Budgets were concentrated around high-performing hours and days, based on historical conversion patterns.
- TikTok ads rollout: Once Google Ads stabilized, we introduced TikTok as an acquisition channel — using short, high-impact video ads to reach a younger audience segment.
All efforts were data-driven and reviewed regularly for optimization. Our goal: sustainable, repeatable performance improvements.
The Results: 10X More Leads, 98% Lower CPL
Over 30+ months of collaboration, performance consistently improved — and stayed strong.
Lead Volume
- From just a few leads per month in 2022…
- …to 188 conversions in a single month in 2025
- The clinic now receives 60–100+ qualified leads every month, a 10X+ increase
Cost Efficiency
- CPL dropped from over $1,000 to just ~$20–$30 on average
- Best-performing months saw CPL as low as $15.41
- This enabled far more leads for the same ad spend
Conversion Rate
- Early campaigns had conversion rates under 1%
- By 2025, we achieved 11–13% conversion rates — a massive improvement that signaled high-quality traffic and a strong funnel
Higher Intent Traffic
- CPC dropped from as high as $50+ to as low as $1.30
- Ad targeting became sharply focused, with much less wasted spend
- Quality scores improved and cost-efficiency soared
Multi-Channel Growth
- Google Search remained the primary conversion driver
- TikTok helped diversify the funnel and boost brand awareness at a low cost
- The clinic now attracts leads from multiple platforms — not just one channel
Conclusion
By re-engineering this clinic’s advertising strategy from the ground up, Todays Agency delivered transformational results:
- 10X more leads
- 98% reduction in cost per lead
- A high-converting, stable lead gen funnel
- Cross-channel strategy with Google and TikTok Ads
This case shows what’s possible with a focused, data-driven, and performance-obsessed approach to paid advertising.
If your business is facing similar challenges — inconsistent leads, high CPL, or underperforming campaigns — let’s talk. We know how to turn things around.
👉 Contact Todays Agency to find out how we can help you scale your paid lead generation, just like we did for this top-tier clinic.
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