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Client X combines medical expertise with cutting-edge aesthetic innovation to provide a comprehensive selection of non-surgical aesthetics, anti-ageing, advanced skincare, and hair removal treatments. With clinics across Cape Town, clients have convenient access to high-quality care.
Client X’s national online skincare store offers an exclusive range of internationally renowned skincare brands supported by clinical research.
increase in bookings
increase in booking value
increase in Return On Ad Spend (ROAS)
Client X combines medical expertise with cutting-edge aesthetic innovation to provide a comprehensive selection of non-surgical aesthetics, anti-ageing, advanced skincare, and hair removal treatments. With clinics across Cape Town, clients have convenient access to high-quality care.
Client X’s national online skincare store offers an exclusive range of internationally renowned skincare brands supported by clinical research.
increase in bookings
increase in booking value
increase in Return On Ad Spend (ROAS)
The primary goal of this campaign is to drive significant growth in bookings and leads while focusing on educating the audience about service offerings. The strategy centres on building trust, reputation, and authority for the brand to boost awareness.
By fostering a strong brand presence, we aim to attract high-quality followers and encourage repeat patient engagement and loyalty. This approach will ultimately lead to increased bookings and long-term customer retention.
There were several key challenges that impacted campaign success and tracking accuracy. Initially, campaigns encountered rejections due to strict guidelines around sensitive content, prompting a strategic shift towards long-term campaigns optimised for quality conversions. This shift allowed for a compliant, sustainable approach that better aligned with the client’s engagement goals within Meta policies.
The main challenge, however, was tracking conversions as the client moved from a lead form to a more complex booking platform during their website rebuild.
This transition made it difficult to track completed bookings and their associated revenue, which are crucial for understanding conversion value.
Effective tracking was essential for teaching the algorithm to recognise high-value interactions. Adapting existing tracking methods to work with the new platform added complexity, requiring careful integration of data capture.
Overall, adapting to a new website and tracking system presented a significant hurdle that needed a strategic approach to achieve Client X’s business goals while maintaining compliance and data integrity.
From the outset, the strategy was designed to establish accurate quality conversion tracking, ultimately guiding Meta’s algorithm to identify and prioritise high-value interactions. This approach began with resetting all conversion events and resyncing conversion tracking methods to ensure precise tracking and reporting across campaigns. Audience segmentation was a core part of this strategy, with comprehensive lists capturing quality data and website traffic, setting the foundation for future lookalike audiences tailored to drive quality conversions.
The campaign initially focused on traffic optimisation, allowing the algorithm to gather data and analyse user behaviour. With these insights, the strategy advanced to lead form optimisation, laying a solid base for capturing actionable conversions.
During our campaign, Client X was busy redeveloping the website to include a new booking platform. After the redeveloped website was built, we set up new tracking methods, and once tthe racking stabilised on the booking platform, the campaign reoriented towards booking optimisation, aligning conversions with revenue goals.
This gradual, data-driven evolution led to the optimisation for high-quality conversions, yielding significant improvements in booking rates, booking value, and overall cost efficiency.
During the course of three months June 2024, the first full month of successful conversion tracking, to August 2024, we transitioned from facing tracking limitations to successfully implementing a robust conversion tracking system. This shift not only allowed us to gather valuable data but also enabled effective campaign optimisation focused on quality conversions, leading to significant increases in bookings, booking value, and return on ad spend.
In conclusion, the significant increases in bookings, booking value, and return on ad spend demonstrate the effectiveness of our strategic approach.
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Ruby Search Solutions (Pty) Ltd trading as Ruby Digital
