Belgian Beauty Clinic

Introduction

Belgian Beauty Clinic is a leading Belgian clinic for plastic and aesthetic surgery, founded by Dr. Kristoff Verdonck. He was selected as the best breast surgeon out of 450 plastic surgeons worldwide, thanks to his technique, minimal scarring, and natural results.

Driven by his passion for plastic surgery, Dr. Verdonck launched the clinic and surrounded himself with the very best in the field. Despite past collaborations with several marketing agencies, the clinic had not yet achieved the growth it was aiming for. Conversion costs were excessively high. Advertising expenses skyrocketed. 

When meeting with them, it became clear that online bookings were the main objective. The budget was not a limitation, but real results and a strong partnership were key — a vision we at Get Lead fully embrace.

Starting at the Core: Conversion Tracking

As an agency, we quickly discovered that the Google Ads account was being guided by inaccurate data. The client had been continuously misled by so-called results that held no real value.

• Clicks were incorrectly counted as primary conversions
• There was no structure in the data or tracking
• Conversions were duplicated and incorrectly measured

Agencies had told the client that tracking online appointments was impossible due to third-party booking software. In our opinion, this is just a case of not willing to put in the work needed to get results. Our conversion tracking specialist set up the tracking with various secondary conversion actions as well as one primary conversion action: appointment scheduled for a consultation. That way, the algorithm will optimize only for this primary goal.

Structure is the Best Strategy

The foundation of any strong Google Ads strategy is structure. Based on business goals and the most relevant treatments, we prioritized their campaigns and allocated budgets accordingly. The previous structures were just a total mess, so we started from scratch with a total new account structure with just 3 main consolidated campaigns.

Our new Account Structure:

• Primary Treatments – Breast Surgery
  • Breast augmentation
  • Breast reduction
  • Breast lift
• Secondary Treatments
  • General Plastic Surgery
  • Facial Surgery
  • Laser Surgery
• Branded Search Campaign

After the initial setup, we already saw concrete results within the first month, mainly online consultations. Although 75% of the leads came from our branded campaign early on, there was strong engagement across secondary campaigns as well.

This confirmed we were reaching the right audience and building a strategy that delivered.

Optimize, Experiment, Communicate

Involving the client in every step of the optimization process was essential. Thanks to this transparent and intensive collaboration, we worked together in a results-driven way.

Each month, we clearly communicated which aspects we were focusing on, where the budget was being wasted, and where the real opportunities lay. This allowed the client to actively contribute to our vision, turning our work into a true partnership.

And the results were clear:

• Ad quality and interaction rates (CTR’s) increased
• Cost per conversion decreased
• The proportion of conversions out of cold audiences increased
• Conversion rates improved significantly
• Total number of conversions increased

The client saw this progress firsthand, which strengthened their trust in our strategy. We also noticed a growing demand from international audiences through English search terms.

SEO & SEA Go Hand in Hand

Even though we were seeing excellent performance results, we didn’t stop at paid ads. Through Google Search Console (Google’s technical SEO tool), we saw that investing in SEO was absolutely necessary.

• Strong performance only on branded keywords
• Technical issues on underperforming or non-indexed pages
• Lack of a structured SEO approach

We connected the client with our trusted SEO partner to implement a tailored strategy and perform technical optimizations.

CRO & Website Optimization

Thanks to our structured conversion approach, we noticed that the percentage of visitors who wanted to book but didn’t follow through was too high.

Some key steps in the booking process couldn’t even be tracked.

Despite strong Google Ads performance, users:

• Dropped off during the booking process, and we couldn’t track where
• Tried to click on prices, but since these weren’t clickable, they exited the page

We created low-fidelity wireframes to strategically revamp the clinic’s key landing pages, putting user experience and conversion optimization at the forefront. Because let’s be honest — great Google Ads mean nothing if the landing page can’t convert.

Segmenting the Account & Managing Costs

Because the clinic targets audiences in Dutch, French, and English, language segmentation was crucial. Our main focus was reducing wasted spend and reallocating the budget where it would perform best.

But segmenting a Google Ads account goes beyond languages. It requires a holistic approach:

Search Terms & Language
Search terms reveal what potential clients are truly looking for. We saw a high demand for information about results and pricing.

Location
We analyzed where most clicks and conversions were coming from — and where the budget was being wasted.

Audience
Data showed clear differences in search behavior between men and women. By tailoring ad content more specifically, we improved targeting across the board.Treatment-Specific Campaigns Based on Search Volume
We aligned our campaigns with what the audience was actively searching for…

Six months later, the clinic is receiving more appointment requests than ever before. That growth opens the door to real scaling — and while we’re proud of the progress, we know the work doesn’t stop here. Now it’s about staying sharp and building on that momentum, step by step.