Rebuilding a med spa’s marketing around verified data

The problem

A sprawling ad account built up over years: overlapping campaigns, seasonal promotions still quietly spending months after the season ended, and tracking nobody fully trusted. The owner could not answer the only question that matters: which dollars bring in clients, and which just leave.

What we did

We rebuilt the whole stack, not just the ads. We built the website the campaigns land on, the online booking platform behind it, and the staff dashboard the team runs on — then consolidated the Meta account into a modern broad structure, wired server-side Conversion API tracking from the platform we built, put dynamic call tracking on every channel, and audited the account monthly against raw data, with every audit published as a dashboard the client can open, not a PDF that flatters us.

Details that matter

• Structure beat spend. In one week the consolidated campaign produced 14 booked appointments on $313.85, while the legacy interest-stacked campaigns it replaced spent $92.71 in the same window for zero. Same account, same offers. Roughly a quarter of the budget had been buying nothing. Over three days, cost per booking fell 51% and the checkout rate went from 3.7% to 12%.
• Their profile advertised procedures they do not perform. A services audit found six false entries. We caught it by cross-referencing the clinic’s own ad account, where those same procedures were listed as negative keywords. We rebuilt the profile to seventeen verified services, and added the clinic’s third most-booked treatment, which had never been listed at all.
• The biggest source of clients was invisible. Call tracking logged 170 calls in 30 days and attributed 130 of them — 76% — to the free Google Business Profile, a channel Google’s own button-tap metric showed in single digits. Walk-ins and calls are roughly two thirds of bookings here, so judging this business on online conversions alone understates it about threefold.
• A fix worth more than any ad: 139 people viewed a treatment page and only 8 ever reached the booking page. We put booking inline on the page, and checkout starts went from a flat zero to 11 a week.
• We scaled it, it broke, we reverted in three days. Raising the daily budget took cost per booking from $13.59 to $38.32. We put it back. We would rather tell you that than show you only the three good days.

Outcome

An account where the spend is defensible line by line, the phone channel is finally visible, and the profile describes the actual business. Every figure above counts booked appointments, not collected revenue — we keep those two words separate, because platforms do not.