BSCLINIC: 4,102 clinic enquiries in 13 months

Good preparation is the foundation of success in 70% of cases. We reviewed the campaigns the client had run independently, identified the important details and ruled out unsuccessful duplicates from further work.

We refreshed the profile with cover designs and Highlights and published posts in the feed.

For the first month, we selected three core services to promote: blepharoplasty, lip augmentation and plasma therapy. Campaign settings followed the client’s brief.

Blepharoplasty was targeted across the Czech Republic and Germany, supported by the clinic’s strong reputation and competitive pricing. The other services focused on Prague.

We developed 5–7 ad creatives for each audience segment and launched them to Czech audiences. The Instagram Stories and feed also focused on these services.

We tested the clinic’s main services and selected the strongest ad-and-targeting combinations to meet KPI targets without compromising enquiry quality.

We refined the Instagram and Facebook campaigns, keeping only profitable ad sets and campaigns that brought qualified enquiries. We increased the budget to €1,200 per month.

We highlighted these advantages:

1. Affordable, market-level prices, with discounts making them even lower;
2. A personalised approach to every client;
3. Free online and in-person consultations with any specialist.

CZECH REPUBLIC

Before we joined, the client’s campaign used a lead form to collect enquiries. The results were unsatisfactory: over 40% of enquiries were unqualified, while low-cost leads (up to CZK 100) masked the quality issue.

Costs later rose as offers became stale and were not refreshed. The campaign became unprofitable and was switched off.

We first ran a conversion campaign to the main website — bsclinic.cz. Visitors could navigate to other pages and leave the service page, often forgetting the offer they had first seen. As a result, we received virtually no enquiries.

We then focused on dedicated landing pages for blepharoplasty, hair plasma therapy and lip augmentation. Each page described the service, included reviews and prices, and invited visitors to book a free consultation.

The landing-page campaign was optimised for conversions. The average conversion rate from ad click to enquiry reached 4–5%, compared with 1% on the website.

Switching from the website to landing pages nearly halved the cost per enquiry, from CZK 350 to CZK 150–200. Lead quality improved significantly, with no more than 15% unqualified enquiries.

GERMANY

The clinic’s offer was attractive to people in Germany: the same services cost almost twice as much locally. We therefore launched a separate campaign for Germany.

We chose a simple lead form, which performed well and delivered an average enquiry cost of CZK 154.

Just over 6% of leads attended a consultation, an excellent result for an average transaction value of €500.

We returned to the lead form with proven combinations as the dedicated landing pages became less effective: costs exceeded CZK 300, and the sales team needed more enquiries.

Returning to the form made more sense. We changed the technical setup, improved the form, added relevant questions and customised it. This kept the cost per enquiry between CZK 100 and 200, while improving lead qualification and attendance.

We increased monthly traffic investment from CZK 15,000 to CZK 35,000 without losing lead quality or increasing the cost of a qualified enquiry.