Situation
Vera Klinik is an aesthetics and hair transplant clinic with three branches. They were spending 42,000₺ a month on Google Ads and receiving an average of 34 appointment requests. The cost per appointment was 1,240₺ — almost half the price of a first session.
Problem
41% of the budget was going to people looking for information. Ads were showing on searches like “what is a hair transplant”, “does a hair transplant hurt”, “after a hair transplant”. These people were not patients, they were readers. No negative keyword list had ever been set up.
The ads pointed at the homepage. A visitor would search “hair transplant price”, click the ad, and land on a general homepage about the clinic. Not finding what they were after, they left. The homepage converted at 1.4%.
The form had 11 fields. The appointment form even asked for a national ID number. 78% of the people who opened it gave up without completing it.
What we did
Week 1 — We cleaned up the search terms report. We pulled every search term from the previous six months and added 380 of them to the negative list. 41% of the budget was freed up immediately.
Weeks 1-2 — We split the campaign by intent. Searches containing “price”, “appointment”, “best” or “clinic” were moved into their own campaign and given 70% of the budget. Ads on informational searches were switched off entirely.
Weeks 2-4 — We built service-specific landing pages. A separate page for each service: a one-sentence promise at the top, the price range immediately below it, a before-and-after gallery, the doctor’s details and a three-field form. The page loads in 1.4 seconds on mobile.
Week 4 — We shortened the form. 11 fields down to 3 (name, phone, service). ID numbers and details are taken over the phone.
Weeks 5-12 — We optimised the bids. Bids were raised on searches that converted into appointments and cut on those that did not. Location targeting was set up per branch.
Result
The cost per appointment fell from 1,240₺ to 397₺. Monthly appointment requests rose from 34 to 128. The budget was raised by only 19% — the rest of the difference came from money that was already being spent finally going to the right place.
The landing page conversion rate rose from 1.4% to 6.1%. That is more than four times the appointments from the same traffic.