SDL Australia × AIIMS Group · Digital Marketing Case Study
Three phases.
One stronger
growth engine.
How paid search, conversion optimisation and a conversion-led website rebuild delivered reported gains across acquisition cost, bookings, calls and form submissions.
82.45%
CPA reduction
Reported in the first SEM month
+73.52%
Bookings
Reported during the CRO phase
+284.26%
Calls
Reported after the website rebuild
+224.66%
Form submissions
Reported after the website rebuild
Executive Summary
SDL Australia already had a strong clinical proposition. AIIMS built the digital system around it in three stages: repair paid acquisition, remove conversion friction, then rebuild the website around multi-location bookings.
Google Ads restructure
Conversion rate optimisation
Custom WordPress website
Local and technical SEO
Measurement and phone tracking
The Brief
Make the digital experience match the treatment experience.
SDL Australia delivers clinically focused skin, laser, rejuvenation and hair-restoration services across four Sydney clinics. Its personalised treatment-pathway model created a strong service story, but the surrounding acquisition and website experience needed to work harder.
The programme began with Google Ads, moved into conversion rate optimisation on the existing site, then progressed to a full website design and development project. Each phase addressed a different constraint instead of treating every performance problem as a traffic problem.
- Client
- SDL Australia Pty Ltd
- Sector
- Skin and cosmetic clinics
- Locations
- Revesby, Eastgardens, Clemton Park and Rouse Hill
- Core scope
- SEM, CRO, website design and development, SEO and social
- Website
- sdlaustralia.com.au
The Journey
Solve the biggest constraint. Learn. Then build the next layer.
01
June 2025
Rebuild paid search around acquisition.
AIIMS restructured the Google Ads account around treatment priorities, high-intent searches, conversion-led copy and bidding tied to acquisition outcomes. The supplied first-month comparison reports an 82.45% reduction in cost per acquisition.
02
February 2026
Remove friction from the existing website.
The CRO phase focused on booking journeys, mobile usability, calls to action, copy and form design. The supplied phase comparison reports increases of 73.52% in bookings, 9.52% in calls and 93.64% in form submissions.
03
Website rebuild
Turn the learnings into a new digital foundation.
A custom WordPress website reorganised treatments and locations around clear user journeys, local search needs and consultation bookings. The supplied website comparison reports increases of 107.57% in bookings, 284.26% in calls and 224.66% in form submissions.
Reported Results
Three phases. Three separate performance snapshots.
Phase 01 · SEM
Lower acquisition cost.
First month · June 2025
−82.45%
Reported cost per acquisition
Phase 02 · CRO
More action from existing traffic.
Phase snapshot · February 2026
+73.52%
Bookings
+9.52%
Calls
+93.64%
Form submissions
Phase 03 · Website
A stronger conversion platform.
New-site comparison supplied
+107.57%
Bookings
+284.26%
Calls
+224.66%
Form submissions
The AIIMS Approach
Connect acquisition, conversion and the website experience.
01 · Campaigns
Restructure around treatment intent.
Campaigns and keyword groups aligned high-intent searches with SDL’s service priorities and clinic locations.
02 · Advertising
Write for the next action.
Ad messaging emphasised specialist care, personalised pathways and access across four Sydney locations.
03 · CRO
Shorten the path to consultation.
Booking journeys, mobile interactions, forms, copy and calls to action were refined to reduce hesitation and drop-off.
04 · Website
Build mobile-first in WordPress.
The replacement website created a faster, clearer framework for multiple treatments, clinics and consultation pathways.
05 · Local Search
Give every clinic a clear role.
Location architecture supported Revesby, Eastgardens, Clemton Park and Rouse Hill with distinct, locally relevant entry points.
06 · Measurement
Track meaningful enquiries.
Booking, form and phone signals provided a fuller view of how visitors moved from marketing interaction to clinic enquiry.
Multi-Location Website
One brand experience across four Sydney clinics.
The new information architecture connects service education, local relevance and booking paths without forcing visitors to decode the organisation first.
Revesby
Eastgardens
Clemton Park
Rouse Hill
Measurement
Keep each result attached to its own phase.
The figures supplied for this case study cover different interventions and comparison points. The 82.45% CPA reduction belongs to the first SEM month; the booking, call and form gains shown for CRO belong to that phase; and the larger booking, call and form gains belong to the website comparison.
They should not be added together or interpreted as one continuous before-and-after dataset. The source did not include raw counts, spend, exact comparison windows for every phase or a shared baseline, so no unsupported totals or return-on-investment figures have been introduced.
Reporting note: All performance figures are reproduced from the supplied AIIMS case-study source and are presented as historical, phase-specific results. Attribution settings, conversion definitions and date ranges can affect reported outcomes. Historical performance is not a guarantee of future results.
Frequently Asked Questions
The SDL Australia case study, made clear.
What did AIIMS change in SDL Australia’s Google Ads?
AIIMS rebuilt the campaign structure around treatment priorities and high-intent searches, refined ad messaging and aligned bidding with acquisition outcomes. The supplied first-month comparison reports an 82.45% reduction in cost per acquisition.
What results were reported during the CRO phase?
The supplied February 2026 phase comparison reports increases of 73.52% in bookings, 9.52% in calls and 93.64% in form submissions after work on booking flows, mobile usability, copy, calls to action and forms.
What results were reported after the website rebuild?
The supplied website comparison reports increases of 107.57% in bookings, 284.26% in calls and 224.66% in form submissions. The source did not specify the exact date range or raw counts for that comparison.
Which services did AIIMS provide?
The supplied scope covers SEM, conversion rate optimisation, website design and development, SEO, social advertising, social media management, email marketing, phone tracking and photo and video production.
Jason FaragAccount Manager
Andrieu TeeSEM Manager
Raynal SharmaSEO Manager
Claudia De PizzolSocial Ad Manager
AIIMS GroupAgency
Your next growth constraint is ready to be solved.
Connect media, conversion and website strategy so every stage makes the next one more valuable.