The Client
HD Esthetique is a cosmetic surgery clinic in South Miami. We ran their Google Ads for cosmetic surgery, which brought 3,236 real consultation leads from bilingual Search and Performance Max campaigns.
The practice, led by Dr. Rafael Antun, is known for biopolymer and silicone removal: reversing illegal injections that patients received elsewhere. It also performs BBL, liposuction, tummy tucks and breast procedures, and serves patients from across the United States and Canada, many of them Spanish-speaking.
3,236 consultation leads. 1,104 of them in Spanish.
The Challenge
- Strict medical ad policies. Google restricts cosmetic surgery ads, and procedures like BBL draw extra scrutiny. Ads have to be written for approval first.
- Expensive, competitive clicks. Miami is one of the most crowded cosmetic surgery markets in the country.
- Two languages, one practice. A large share of patients search in Spanish, with their own terms ("biopolimeros", "liposucción", "aumento de glúteos").
- A niche specialty. Biopolymer removal patients search very differently from general cosmetic patients and need their own campaigns and pages.
What We Built
1. Performance Max as the Lead Engine
The main Performance Max campaign became the largest source of leads: 1,093 leads on $56,234, about $51 each. A separate BBL Performance Max pair, in English and Spanish, added 416 more.
2. Spanish-Language Campaigns
Spanish Search for biopolymer removal, a Spanish general campaign and Spanish BBL Performance Max together brought 1,104 leads, a third of the total.
3. Biopolymer Removal as Its Own Specialty
Dedicated biopolymer and silicone removal campaigns in English, plus separate domains with their own conversion tracking (hdesthetique.com, eliminacionbiopolimeros.com, biopolymersremoval.com, lvrsouthflorida.com), so every lead was counted on the site it came from.
4. A/B Tests Beside the Main Campaigns
Miami silicone-removal and biopolymer tests ran next to the base campaigns, so changes were proven before they were rolled out.
5. Daily Optimization via Ad Campaign Concierge™
Every campaign was reviewed daily through our proprietary Ad Campaign Concierge™ system: ad approval monitoring, competitor clinic and do-it-yourself negatives (silicone caulk, home remedies, medical tourism), and budget moved to the procedures producing consultations.
The Results
- 3,236 real consultation leads: calls and form submissions.
- $249,046 in ad spend, about $77 per lead.
- 1,093 leads from Performance Max at about $51 each.
- 1,104 leads from Spanish-language campaigns.
Key Takeaways
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Count real leads, not engagement. A YouTube Demand Gen campaign in the same account reported about 19,800 "conversions" that were subscriptions and views. They are not counted here.
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Speak your patients' language. A third of this practice's leads came from Spanish-language campaigns.
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Give a niche specialty its own campaigns. Biopolymer removal patients search differently and convert on their own pages.
Frequently Asked Questions
What does a cosmetic surgery lead cost on Google Ads?
For HD Esthetique, the campaigns we built averaged about $77 per real consultation lead (a call or form) across 3,236 leads on $249,046. Performance Max was the cheapest at about $51 per lead.
Should a cosmetic surgery practice run Google Ads in Spanish?
For a practice with Latin American patients, yes. HD Esthetique's Spanish-language Search and Performance Max campaigns brought 1,104 of its 3,236 leads, a third of the total.
Does Performance Max work for cosmetic surgery?
It did here. The main Performance Max campaign brought 1,093 leads at about $51 each, more than any other campaign, and a separate BBL Performance Max pair in English and Spanish added 416 more.
About This Campaign
Industry: Healthcare: Cosmetic Surgery Platforms: Google Ads (Search, Performance Max) Location: South Miami, FL, serving the US and Canada Account Duration: 2022 to 2026
Leads are calls and form submissions from the Search and Performance Max campaigns we managed, as recorded in the account at the end of our engagement. Engagement conversions from a YouTube Demand Gen campaign (about 19,800 subscriptions and views) are excluded. Amounts in USD.