Client Overview
Greenberg Cosmetic Surgery is a premium, celebrity-endorsed hair and body care brand renowned for its luxurious, clean formulations. Featured in Vogue, Allure, and Goop, Greenberg Cosmetic Surgery's product line — including its iconic Body Butter, Hair Oil, and Scalp Serum — is trusted by Hollywood A-listers and beauty insiders worldwide. Known for high-quality, results-driven ingredients and an elevated brand aesthetic, Greenberg Cosmetic Surgery has cultivated a loyal cult following in the prestige beauty space.
Challenge
When Greenberg Cosmetic Surgery and Dermatology partnered with Joya Digital, their Google Ads account was generating leads — but not at the quality or volume needed to sustain their growth goals. The account lacked proper segmentation between cosmetic surgery procedures and dermatology services, meaning high-intent surgical prospects were being mixed with general skincare inquiries and driving CPLs up. Ad copy was generic, not differentiated by procedure or patient concern, and landing pages were sending all traffic to the same homepage. The challenge: restructure the entire Google Ads account to attract high-intent, consultation-ready patients across both surgery and derm service lines — and do it while reducing what they paid per qualified lead.
Our Process
The foundation of every high-performing medical Google Ads account is clean separation between service lines. Mixing surgical intent with dermatology queries creates budget waste and inflates CPLs. We rebuilt from the ground up.
- Breast Surgery campaign: targeting high-intent queries — "breast augmentation near me," "breast implants [city]," "breast lift cost," "board certified plastic surgeon" — exact and phrase match only
- Body Contouring campaign: dedicated ad groups for liposuction, tummy tuck, mommy makeover, and Brazilian butt lift with procedure-specific keywords and negative matches
- Facial Surgery campaign: rhinoplasty, facelift, blepharoplasty, and non-surgical injectables each in their own ad groups with independent budgets and bid strategies
- Dermatology campaign: capturing skin treatment intent — laser resurfacing, chemical peels, acne treatment, Botox, and fillers — separated entirely from surgical campaigns
- Built a comprehensive negative keyword list (DIY, insurance, generic medical queries, competitor terms) to immediately eliminate non-consultation traffic from day one
In cosmetic surgery and dermatology, keyword intent is everything. Someone searching "rhinoplasty cost" has fundamentally different readiness than someone searching "nose job before and after." We built a keyword framework that targeted high-intent, consultation-ready searches while aggressively filtering out unqualified traffic.
- Mapped keyword intent into three tiers: High Intent (procedure name + "cost/price/near me/consultation"), Mid Intent (procedure name + "before and after/recovery/results"), and Informational (educational queries shifted to broad match exclusions)
- Created a physician-qualifier layer: "board certified plastic surgeon," "double board certified," and "fellowship trained" modifiers added to top-spend ad groups to attract quality-conscious, high-value patients
- Built a rolling negative keyword protocol — reviewing search term reports weekly to exclude non-surgical queries (tattoo removal, weight loss, dermatology for insurance coverage) that were consuming surgical campaign budgets
- Protected branded terms with a dedicated Greenberg branded campaign — ensuring competitor ads couldn't intercept patients who already knew and were searching for the practice by name
With proper campaign structures in place and costs under control, we launched a systematic creative testing framework on Meta. Our goal was to identify the highest-converting ad concepts for Greenberg's premium, style-conscious audience. We tested across five distinct creative pillars:
- Wrote procedure-specific RSAs (Responsive Search Ads) — 15 headlines per ad group that rotated trust signals, credentials, and outcome-focused messaging ("Natural Results," "Board Certified," "Free Consultation," "Thousands of Procedures Performed")
- Built dedicated landing pages per procedure — Breast, Body, Face, and Derm — each with above-the-fold consultation form, surgeon credentials, real patient testimonials, and a prominent call-to-action: "Schedule My Free Consultation"
- Added call extensions and call-only ads for high-intent mobile queries — capturing patients who prefer to call rather than fill out a form, tracked and recorded for quality scoring
- A/B tested landing page CTAs: "Book a Consultation" vs. "Get My Free Estimate" vs. "See If I'm a Candidate" — the candidacy-framing version increased qualified form fill rate by 29%
- Implemented lead qualification scoring: only leads who completed the full consultation form (not just phone clicks) and passed a brief pre-screen were counted as "qualified" — giving Greenberg's patient care team warm, ready-to-book prospects
The candidacy-framing CTA paired with board-certified credential headlines produced the highest qualified lead conversion rates across all procedure lines — and became the control template for all future ad groups.
Our efforts for Greenberg extended far beyond managing ad spend. It is this holistic, full-funnel approach that makes sustainable, profitable growth possible at scale. As we scaled winning creatives, we collaborated with Greenberg's team on a series of conversion and retention initiatives.
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