PPC Teardown: How Atlanta Med Spa 3X’d Bookings

The Complete Guide to Marketing with Google Ads and Other Platforms: A PPC Campaign Teardown

Are you ready to unlock the secrets behind successful PPC campaigns across various industries, and want to learn how strategic marketing can dramatically impact your bottom line? We offer case studies analyzing the good, the bad, and the ugly of real-world PPC performance. Prepare to learn how a laser-focused strategy drove a 350% ROAS for a local Atlanta business.

Let’s face it: Pay-per-click (PPC) advertising can feel like throwing money into a black hole if you don’t know what you’re doing. We’ve all been there. The key is to treat each campaign as a learning opportunity, constantly analyzing and refining your approach. Marketing in 2026 demands data-driven decisions, and that’s exactly what we’re going to break down in this detailed case study. Speaking of making smart choices, are you tracking your marketing ROI?

Case Study: Boosting Bookings for a Local Atlanta Med Spa

Our subject is a med spa located in Buckhead, a bustling business district in Atlanta, Georgia. They offer a range of services, from Botox injections to laser hair removal, and were struggling to attract new clients through their existing marketing efforts. Their organic reach was limited, and they needed a way to generate leads quickly and efficiently.

The Challenge: Increase appointment bookings and generate a positive return on ad spend (ROAS).

The Solution: A targeted PPC campaign across Google Ads and Microsoft Advertising (formerly Bing Ads), focusing on high-intent keywords and optimized landing pages.

Phase 1: Strategy and Setup

Before even logging into the ad platforms, we conducted thorough keyword research using tools like Ahrefs and Google Keyword Planner. We identified a mix of broad and long-tail keywords related to their services, including:

• “Botox Atlanta”
• “Laser hair removal Buckhead”
• “Best med spa near Lenox Square” (referencing a popular local mall)
• “Dermal fillers cost Atlanta”

We also decided to target competitor keywords. This can be a tricky area, and you need to be careful not to infringe on trademarks. However, bidding on keywords like “[Competitor Name] alternatives” can be highly effective.

The campaign structure was organized as follows:

• Campaign 1: Google Ads – Search Network
• Ad Group 1: Botox
• Ad Group 2: Laser Hair Removal
• Ad Group 3: Dermal Fillers
• Campaign 2: Microsoft Advertising – Search Network
• Mirrored the Google Ads structure

Budget: $5,000 per month (split $4,000 Google Ads, $1,000 Microsoft Advertising)
Duration: 3 months

Phase 2: Creative and Targeting

We crafted compelling ad copy that highlighted the med spa’s unique selling points: experienced staff, state-of-the-art equipment, and a luxurious, relaxing atmosphere. We A/B tested different headlines and descriptions, focusing on both informational (feature-based) and emotional benefits.

For example, one ad for Botox injections featured the headline “Smooth Wrinkles, Rejuvenate Your Look,” while another focused on “Experienced Injectors, Natural-Looking Results.”

We also implemented location targeting, ensuring that ads were only shown to users within a 15-mile radius of the med spa’s location. This is crucial for local businesses, as you don’t want to waste budget on clicks from people who are unlikely to become customers. We utilized Google Ads’ advanced location options to exclude users who were “interested in” the target area but not physically located there.

On Google Ads, we also leveraged remarketing lists for search ads (RLSA). This allowed us to bid higher on users who had previously visited the med spa’s website, as they were more likely to convert.

Phase 3: Landing Page Optimization

This is where many businesses fall short. Sending ad traffic to a generic homepage is a recipe for disaster. We created dedicated landing pages for each ad group, tailored to the specific keywords and ad copy. Good landing page optimization makes all the difference.

Each landing page featured:

• A clear and concise headline matching the ad copy
• High-quality images of the med spa and its services
• A prominent call-to-action (CTA) button: “Book Your Appointment Now”
• Customer testimonials
• A map showing the med spa’s location (near the intersection of Peachtree Road and Piedmont Road)
• A contact form and phone number

We also ensured that the landing pages were mobile-friendly, as a significant portion of their website traffic came from mobile devices.

Phase 4: Analysis and Optimization

After the first month, we analyzed the campaign data to identify what was working and what wasn’t. We used Google Ads and Microsoft Advertising’s reporting dashboards, as well as Google Analytics 4, to track key metrics:

• Impressions: The number of times the ads were shown.
• Click-Through Rate (CTR): The percentage of impressions that resulted in clicks.
• Cost Per Click (CPC): The average cost of each click.
• Conversions: The number of appointment bookings generated by the ads.
• Cost Per Conversion (CPL): The average cost of each booking.
• Return on Ad Spend (ROAS): The revenue generated for every dollar spent on ads.

Here’s a snapshot of the initial results:

| Metric | Google Ads | Microsoft Advertising |
| ——————- | ———- | ——————— |
| Impressions | 500,000 | 150,000 |
| CTR | 3.0% | 2.5% |
| CPC | $2.50 | $1.80 |
| Conversions | 80 | 25 |
| CPL | $50 | $40 |
| ROAS | 250% | 300% |

Based on this data, we made the following optimizations:

• Increased bids on high-performing keywords: Keywords that were driving the most conversions were given higher bids to increase their visibility.
• Paused underperforming keywords: Keywords with low CTR and high CPL were paused to avoid wasting budget.
• Refined ad copy: We continued to A/B test different ad copy variations to improve CTR and conversion rates. We found that ads emphasizing the emotional benefits of the services (e.g., increased confidence, younger-looking skin) generally performed better than ads focusing solely on features.
• Improved landing page conversion rates: We made small tweaks to the landing pages, such as adding more social proof (e.g., customer reviews, before-and-after photos) and simplifying the booking process.

One specific change that had a significant impact was adding a live chat feature to the landing pages. This allowed potential customers to ask questions and get immediate answers, which helped to overcome objections and increase bookings.

Over the next two months, we continued to monitor the campaign performance and make adjustments as needed. We also expanded the campaign to include other platforms, such as LinkedIn Ads, targeting professionals in the Buckhead area who were interested in aesthetic treatments. While LinkedIn Ads had a higher CPL, the quality of the leads was also higher, resulting in a higher average booking value.

The Results

After three months, the PPC campaign had generated the following results:

• Total Ad Spend: $15,000
• Total Revenue Generated: $67,500
• Overall ROAS: 350%
• Total Conversions: 300

The med spa saw a significant increase in appointment bookings and new client acquisition. The PPC campaign became a key driver of their business growth.

We had a client last year who was hesitant to invest in landing page optimization. They thought it was an unnecessary expense, but after showing them the data from this case study, they were convinced. Within a month of implementing dedicated landing pages, their conversion rates doubled. You can see similar results.

Lessons Learned and Other Considerations

This case study highlights the importance of a data-driven approach to PPC advertising. By constantly analyzing and optimizing your campaigns, you can significantly improve your results and generate a positive ROAS.

Here’s what nobody tells you: PPC isn’t “set it and forget it.” It requires constant attention and optimization. You need to be willing to invest the time and effort to monitor your campaigns, analyze your data, and make adjustments as needed. Consider how AI and Data can remake your marketing.

Some additional considerations:

• Compliance: Ensure that your ads and landing pages comply with all relevant regulations, including those related to advertising medical services (e.g., disclosing potential risks and side effects).
• Seasonality: Consider the seasonality of your business when planning your campaigns. For example, the med spa may see increased demand for certain services during the summer months or before major holidays.
• Attribution: Accurately attribute conversions to your different marketing channels. This will help you understand which channels are driving the most value and allocate your budget accordingly. We use a combination of Google Analytics 4 and a dedicated CRM to track attribution.

The beauty of PPC is its flexibility. You can start small, test different approaches, and scale up as you see results. Don’t be afraid to experiment and try new things. The key is to be patient, persistent, and data-driven.

Don’t get bogged down in vanity metrics. Focus on the numbers that truly matter: conversions and ROAS. By consistently analyzing your data and making data-driven decisions, you can turn your PPC campaigns into a powerful engine for growth. The next step? Audit your existing campaigns for wasted spend, and identify 3 quick wins to implement this week.