Aesthetic medicine clinic case study: 4,850 leads and a 4x lower CPL in 6 months

The client is an aesthetic medicine clinic with three branches: headquarters in Warsaw and additional locations in Berlin and Vienna. Premium segment: an average ticket of €450 per procedure; key services are injectables, laser treatments and device-based procedures. They came to us in December 2025 with a goal: scale the flow of clients without losing quality or being perceived as a “cheap” clinic.

The starting point: before us

Before MAS Project, the client worked with two local agencies:

• Average cost per consultation booking: €18
• Monthly flow: 80–120 leads on a €4,000–5,000 budget
• Conversion to a paid procedure: 12–15% (low for a premium niche)
• Consultation no-shows: 35–40%
• ROAS: 120–150% (barely breaking even)

The main problems we found in the first audit:

1. Stock photos of “perfect women” in the creatives: Facebook's algorithm limits them and people recognize them in a second
2. Direct booking for a procedure from cold ads (no funnel, no nurturing)
3. Confirmations by email and phone, hence the high no-show rate
4. The same creative running for 3–4 weeks, burning out the audience
5. No retargeting, losing 70–80% of potential clients

What we did

We built the strategy around three key decisions: a new funnel with the doctor, UGC creatives and automated communication via WhatsApp.

Decision 1: a funnel through the doctor and an online consultation

The main change was dropping direct procedure booking from cold ads. Instead:

1. Instagram/Facebook ads with a video of the doctor explaining a specific procedure in plain words (60–90 seconds)
2. Booking a free 20-minute online consultation with the doctor via WhatsApp or Zoom
3. During the consultation: a real assessment of the patient's case, answers to questions, recommendations
4. At the end of the consultation: an offer for a specific procedure with pricing and available slots
5. After the consultation: an automatic proposal plus a bonus (€50 off the first procedure if booked within 48 hours)

The result: conversion from lead to paid procedure rose from 12–15% to 28–35%. This was the strongest effect in the case: clients warmed up during the consultation and arrived ready to pay.

Decision 2: UGC + the doctor = winning creatives

We completely reworked the creative strategy. What we tested and what ended up working:

What did NOT work (dead formats)

• Stock photos of beautiful faces: 0.4% CTR, €15–20 CPM, people scroll right past
• Static banners with prices: 0.6% CTR, 0.8% conversion to a lead
• Studio videos with a model: they look like ads, so trust is low

What worked

1. Doctor videos (talking head): the doctor explains the procedure in their office, unscripted, 60–90 seconds. 2.4–3.1% CTR, €6–9 CPM
2. Before-and-after photos of real patients, with consent and the doctor's comments: +60% booking conversion vs talking head
3. UGC patient reviews: shot on a phone, with emotional delivery. 2.8–3.6% CTR, the highest trust
4. Short procedure demos (no shocking footage): especially good for device-based treatments

In total, we tested 47 different creatives over 6 months. 11 of them worked and brought 78% of all leads. The other 36 were $1,500–3,000 worth of learning about what doesn't work.

Decision 3: WhatsApp Business for all communication

We moved all patient communication to WhatsApp Business. This is critical for EU audiences and aesthetic medicine:

• Automatic confirmation of the request within 30 seconds via a bot
• Slot confirmation from a live manager within 5–15 minutes
• Reminders 24 hours and 1 hour before the consultation
• After the consultation: sending the proposal, answering questions, bonus offers
• Before the procedure: instructions, preparation rules, what to bring
• After the procedure: aftercare, dos and don'ts, booking the next visit

The effect on business metrics:

• Consultation no-shows: 35% → 11%
• Conversion from lead to patient who showed up: 65% → 89%
• Patient LTV (repeat procedures over 12 months): €450 → €820

“In aesthetic medicine, WhatsApp Business isn't a nice-to-have but critical infrastructure. Without it you lose 30% of patients you've already paid to acquire at the ‘didn't show up for the consultation’ stage. It's the silliest place to waste budget, and it can be fixed with a week of setup.” — Natalia Maslakova, founder of MAS Project

Decision 4: dynamic retargeting

We set up 3-level retargeting that ended up bringing 32% of all leads on 12% of the total budget:

• Level 1 (warm): visited the site and the procedure page but didn't book. Creative: the doctor answers a common question about that procedure + a €50 bonus
• Level 2 (hot): started booking but dropped off midway. Creative: a short UGC video with a patient + “only 2 slots left this month”
• Level 3 (LTV): had 1 procedure 3+ months ago. Creative: the doctor talks about a complementary procedure (repeat biorevitalization after botox, etc.)

Retargeting ROAS: 720–890% (2–3 times higher than cold targeting).

Results by month

Month	Budget	Leads	CPL	Paying clients
Month 1 (December)	$3 500	195	€18	27
Month 2 (January)	$4 200	368	€11.4	78
Month 3 (February)	$5 000	610	€8.2	165
Month 4 (March)	$5 800	892	€6.5	262
Month 5 (April)	$6 500	1 240	€5.2	389
Month 6 (May)	$7 000	1 545	€4.4	495
Total	$32 000	4 850	€6.8 avg.	1 416

Key financials over 6 months:

• Ad budget: $32,000
• Leads: 4,850
• Paying clients: 1,416 (29.2% conversion)
• Cost per client: €22
• Average ticket of the first procedure: €450
• Repeat procedures (60% of clients within 12 months): +€280 LTV on average
• Revenue from clients' first procedure: €637,200
• ROAS: 410% (excluding repeat sales)

What we'd do differently

What we'd do differently if we started the project again:

1. Connect the Conversions API earlier: we set it up only in month 3 and lost 25–30% of data in the first 2 months
2. Make 5–7 versions of each creative in different languages for each country from the start: in month 1 there was one universal creative
3. Launch Advantage+ in month 2 rather than month 4: we missed the chance to get +18–22% ROAS sooner
4. Budget more for UGC shoots with patients: they deliver the highest CTR

A checklist for your clinic

What to implement in your aesthetic clinic based on this case:

1. Drop stock photos: shoot videos with the doctor and UGC with patients
2. Build a two-step funnel through a free online consultation
3. Use WhatsApp Business for all communication
4. Set up the Conversions API for accurate data in Facebook Ads
5. Launch 3-level retargeting (warm / hot / LTV)
6. Test 5–10 new creatives a month: fatigue sets in quickly
7. Turn on Advantage+ campaigns once you reach 50 conversions a week
8. Track cost per client and LTV, not CPL: those are the right KPIs in this niche