Healthcare Provider Using Meta Ads for High-Intent Appointments

Industry: Private Healthcare Clinic (Dermatology in London)
Goal: Generate appointment bookings for premium skin treatments.
 

Mistakes:

 Wrong Intent Matching: Meta Ads were used instead of Google Search Ads, where users actively search for treatments like "best dermatologists near me."
Lack of Trust Signals: The ads focused on discounts instead of patient testimonials, certifications, and doctor credentials to build credibility.
No Urgency Elements: Failed to use limited-time offers or appointment urgency messaging.
 

Results:

 CTR: 0.9% (vs. 3% for Google Search Ads).
CPL: $120 (too high for a $150 treatment).
Booking Rate: 5% (vs. 20% for referral traffic).
 

Lesson:

For medical services, intent-based platforms like Google Search Ads work best. Meta Ads should be used for awareness, while Google Ads should capture high-intent patients actively searching for treatment.