Case Study
How we helped Rosmalen Kliniek achieve 5x more sales at 50% lower cost per lead
Van Rosmalen Kliniek is one of the best reviewed cosmetic clinics of the Netherlands with clinics in 3 different cities. They offer all kinds of treatments like botox and filler injections, as well as surgical eyelid corrections and eyebrow lifts. They are competing in the highly competitive but relatively small Dutch market where the number of cosmetic clinics increased from 93 in 2019 to 186 in 2024.
This clinic has an internal marketing team that is mainly focussing on social media marketing/ content creation and they hired a Google ads agency to run their paid ads on Google in the past. In the past year they reported a decrease in new potential client intakes and wanted to turn this around into growth. That is why they asked Funnelsupply to do their lead generation magic and build a highly converting marketing funnel for them.
Before we started making any changes, we audited their lead generation funnel. That means in this case we deep dived into the performance of their Google ads and the landing pages where the traffic was sent to. Also we analyzed their conversion tracking setup. We presented our findings in a detailed report, including tips & tricks for improvement.
We found out that their former Google Ads agency had set up their ads account in a clean and simple way, but there were no A/B tests running and they hadn’t spent much time optimizing the ads after the initial setup.
They were sending traffic to their regular wordpress website with information about the treatments, instead of to dedicated landing pages. These website pages were not optimized for generating conversions.
When we audited their tracking setup we found out that they were accidentally measuring landing page button clicks as actual conversions, where a conversion was supposed to represent a confirmed booking for an intake at one of their clinics. This gave the Google Ads algorithm a wrong impression of what a valuable conversion is. Furthermore, because the tracking had been set up ‘cookie based’ only (basic Google Ads tracking setup) it was inaccurately tracking conversions (button clicks).
We decided to start with setting up a completely new marketing funnel for their surgical eyelid correction treatment, besides their current marketing activities. First we researched this type of treatment to fully understand the pain points/ problems their customers are dealing with and how this specific eyelid correction treatment solves this.
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We used our ‘ridiculously profitable landing page formula’ to create the right structure for their new landing pages. Most important was to create a landing page hero section (top of the page) that draws attention and makes visitors want to start scrolling through the rest of the page.
We created multiple hero section headlines, which we rotated in multivariate tests to find the winning headline. Then we added bulleted benefits to the hero section, as well as a very clear call to action button for booking an intake. Also we decided to use a large visual of one of the doctors and a ‘star rating’ to build trust, which is extra important in this field of business.
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Advanced conversion tracking setup
We decided not to use Google analytics or Google Ads built-in conversion tracking system, because of the inaccuracy that occurs at a rapidly increasing rate these days. Because of European regulations, popular browsers are making it much harder to track conversion based on cookies only, sometimes tracking only 60-70% of actual conversions. Therefore we decided to create an advanced tracking setup for Rosmalen, based on cookieless server-to-server conversion tracking.
Another problem we faced was that their online booking system provided a module that had to be embedded on the booking page, but caused the server-to-server tracking to break. Therefore we installed a custom ‘thank you page’ that appeared after booking an intake, on which we could track conversions. In order to connect those tracked conversions back to an initial landing page click we coded a custom script that did some advanced magic.
That way we were able to track close to 100% of all conversions back to the campaigns we ran.
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Google Ads campaign setup from scratch
For Rosmalen we created a completely new Google Ads account from scratch. This way we were sure that the algorithm wouldn’t use any inaccurate data from past campaigns.
A lot of new ad copy was created, all focused on solving the potential client’s problem. We set up all of the ad copy for testing to let the algorithm find the best combinations.
After going live with the campaigns we increased the ad budget slow but steady. Increasing the budget slowly is very important for not ‘resetting’ the algorithm. If the increase is too large at once, it will turn the algorithm back into a ‘learning’ state which will affect performance in a bad way.
Just 2 weeks after going live with this new funnel we started seeing a significantly lower cost per lead (intake booked) than before. 1 month after going live the cost per lead decreased by 50% and the total number of leads in the second month was 5x more than their monthly average over the months before we started.
Within 4 months of running the campaigns like that, their intake calendar was fully booked for 3 months ahead and they started making plans to hire more doctors to fulfill this high demand for eyelid correction treatments.
In this same time frame we also set up a second lead generation funnel for Rosmalen, for their eyebrow lift (with fillers) treatment. We applied the same techniques to this funnel and after a couple of weeks this also started generating a large amount of leads at a significantly lower cost per lead.
