- Industry
- Beauty & aesthetic clinic
- Location
- Malaysia
- Platform
- Meta Ads (Messages campaigns)
- Ad Spend
- $15,000/month
- Our role
- Co-managed with a partner agency
About the client
A beauty and aesthetic clinic offering skin and laser treatments, including Pico laser. The business was growing fast and opening its third outlet this year. Its average customer lifetime value is above $500, so every new patient is worth far more than their first visit.
The clinic was already running Meta ads, but each enquiry was expensive. Before the project, one message from an ad cost $5 to $10.
At that price, filling the diary for a new outlet would have meant a much bigger budget. The clinic needed more enquiries, at a lower cost, from people genuinely interested in booking.
- Increase the number of messages and leads from Meta ads
- Bring the cost per message well below $5
- Keep lead quality high, so enquiries turn into booked treatments
- Support the opening of the third outlet with a steady flow of new patients
What we did
-
Account review
We reviewed the existing campaigns, audiences and ads to find where budget was being wasted and which treatments drew the cheapest, best-quality enquiries.
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Message campaigns as the main lead source
For a clinic, people want to ask about price, results and downtime before they book. So we ran Messages campaigns that open a direct chat with the clinic. Each conversation is a warm lead the front desk can book straight away.
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Campaign structure by treatment
We split campaigns by treatment and offer, such as dedicated Pico laser campaigns. This showed which treatments brought the cheapest conversations and let budget follow the winners.
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Targeting
Audiences were set around each outlet's location and built on the age groups and interests most likely to book aesthetic treatments. Broad audiences were tested against interest-based ones, and the stronger performers got more budget.
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Creatives and offers
Ads focused on one treatment at a time, with clear before-and-after style results, a simple offer and a direct "Send message" call to action. New creatives were tested regularly to stop ad fatigue.
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Optimising for the right metric
We judged campaigns on cost per messaging conversation and lead quality, not on clicks or reach. Campaigns above the target cost were cut back; the cheapest ones were scaled.
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Scaling
As the cost per message came down, budget was raised step by step to $15,000 a month, bringing in 2,000+ leads a month.
Results
- $15,000
- Monthly ad spend
- 2,000+
- Leads per month
- 1,420
- Messages (top 5 campaigns)
- $5-$10
- Cost per message before
- ~$2.30
- Average cost per message after
Cost per message dropped by more than half, from $5 to $10 to about $2.30 on average (RM10).
| Campaign | Messaging conversations | Reach | Impressions | Cost per message |
|---|---|---|---|---|
| Message campaign 1 | 551 | 57,648 | 133,736 | RM7.67 |
| Pico campaign | 430 | 42,832 | 116,711 | RM9.20 |
| Message campaign 2 | 67 | 8,550 | 14,852 | RM9.82 |
| Message campaign 3 | 198 | 27,240 | 59,945 | RM11.37 |
| Pico offer campaign | 174 | 26,636 | 57,515 | RM12.43 |
| Total | 1,420 | 382,759 |
What this means for the business
With an average customer lifetime value above $500, the clinic only needs a small share of its 2,000+ monthly leads to become patients for the ads to pay for themselves many times over. The lower cost per message also made it affordable to keep the new outlet's diary full from day one.
Proof
Key learnings
- Message campaigns suit clinics: people want to ask questions before booking, and a chat turns that into a lead.
- Treatment-specific campaigns make it easy to put budget behind the most profitable services.
- Optimising for cost per conversation, not cost per click, is what brought the cost per message down.
- Scale only after the cost per message is stable, then raise budget step by step.
Want more booked patients for your clinic?
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