Sydney Dermal Lounge — 538% More Bookings, Zero Extra Spend
Sydney Dermal Lounge achieved 538% more confirmed bookings and 34% lower cost per lead with zero additional ad budget. AIIMS rebuilt the Google Ads, Meta Ads and CRO strategy over 7 months.
Campaign Objective
Fix a broken paid media funnel for a premium dermal clinic without increasing spend: CRO-led landing page rebuild, Google Ads realignment and full-funnel Meta Ads, turning a $1,100+ cost per booking into a sustainable acquisition channel.
Case Study / Health & Beauty
7 months.
Zero extra spend.
538% more bookings.
Sydney Dermal Lounge had the customers. They had the budget. What they didn’t have was a digital strategy that worked. We fixed that.
More Confirmed Bookings
Lower Cost Per Lead
Increase in Form Submissions
Conversion Rate Improvement
Additional Budget Required
The Challenge
The ads were running.
The bookings weren’t.
When Sydney Dermal Lounge came to us in July 2025, they were spending serious money on Google Ads with almost nothing to show for it. The previous agency had built a campaign that looked fine on the surface. Under the hood, it was bleeding budget.
$1,100+
Cost per booking
Every confirmed booking was costing over $1,100. For a premium clinic, that margin is simply not viable.
0.12%
Conversion rate
Barely 1 in 800 visitors was converting. Traffic was coming in. Money was going out. Bookings weren’t happening.
12
Bookings from $13.5K spend
In June 2025, the previous agency generated just 12 confirmed bookings from $13,498 in ad spend.
High
Customer lifetime value at stake
Premium dermal treatments mean each lost booking isn’t just one visit. It’s a long-term client relationship walking out the door.
Strategic Approach
Spend more or work smarter.
We chose smarter.
Throwing more budget at a broken funnel would have made the problem worse, not better. The strategy was simple: fix the funnel first, then let the spend do its job.
CRO-Led Growth
- Improved user journeys and page flow
- Stronger messaging clarity throughout
- Clearer, more direct calls-to-action
- Landing page design enhancements
- Conversion-focused UI/UX updates
Google Ads Realignment
- Focused on high-intent search traffic
- Rebuilt campaign structure and targeting
- Prioritised booking-driven keywords
- Eliminated wasted impression share
- Tightened audience signal quality
Meta Ads Full-Funnel
- Prospecting campaigns for awareness
- Bottom-of-funnel remarketing
- Lead nurturing to reinforce trust
- Creative aligned to premium positioning
- Audience layering for lead quality
The Numbers
Month by month, the story got better.
The transformation happened in two distinct phases. First, paid media optimisation did the heavy lifting. Then CRO kicked in and accelerated everything.
| Metric | Jun 2025 | Dec 2025 | Jan 2026 |
|---|---|---|---|
| Phase | Previous Agency | Paid Media Optimised | Post-CRO Launch |
| Ad Spend | $13,498 | $15,255 | $15,800 |
| Confirmed Bookings | 12 | 52.5 | 76.5 |
| Total Calls | — | 76.14 | 82.84 |
| Form Submissions | — | 44.5 | 93 |
| Jan vs Jun (Overall Change) | Baseline | +538% bookings +109% forms -34% cost/lead |
Calls and Form Submissions data was not tracked by the previous agency prior to July 2025. The June baseline reflects confirmed bookings only. All figures sourced from campaign reporting dashboards.
Confirmed bookings vs Dec
Call enquiries vs Dec
Form submissions vs Dec
Cost per lead
Conversion rate
CRO In Action
See the difference
design makes.
The home page was the first stop. Visitors were landing and leaving. We redesigned the entire user journey — from the first scroll to the booking form — to remove friction and drive action.
What changed on the home page
Replaced a static, text-heavy header with a bold headline that leads with outcome. Trust signals (reviews, ratings) moved above the fold.
AIIMS™ – Australia Office
Secondary phone: 1300641849
Email: info@aiims.group