AdLuge data provides our clients with an unbelievable amount of insight every day. One of the key features of AdLuge is its ability to connect Google Ads data into its lead management system to show valuable cost metrics on where your leads are coming from and what sources are most cost-effective.
I’ve been keeping a close eye on our cosmetic surgeon clients, they paint an amazing picture of the industry landscape throughout North America and the UK. We have close to 50 clients in the cosmetic surgery industry spread across a large geographical landscape, and it gives insight into seasonal trends that remain constant no matter where your practice is located.
Google Ads – Search
The following details outline the average Google Ads Search metrics over four months from November 2012 to February 2013. This information can help you evaluate how you compare to competitors spanning across North America and the UK.
It is important to note that many clients received higher than average results throughout the 4-month period. However, due to client confidentiality, we are only able to report on industry averages.
Campaign Spend
The average Cosmetic Surgeon spend fluctuated over four months, and was its lowest in January $1,502 and highest in February at $2,362. This can be correlated to the decreased spend in January that actually produced higher conversions than the previous two months.
Although less money was spent in January, conversions were higher than average, and an increased confidence resulted in more spend for February.
Conversions
The average Google Ads search campaign had its lowest number of conversions in December with 11, and highest in February with 15. January was the most cost-effective month out of the four. Although budget was lowest, it gave an average of 13 conversions industry-wide.
Budget increases were applied to several practices in February as conversion results were excellent the month before.
Cost Per Conversion
The average cost per lead was lowest in January, at $116 per lead. This was an excellent month industry wide. The confidence in results for January increased average spend for February; however, cost per conversion went back up to $157, a couple dollars lower than what it was at in November. That being said, an average of 4 more leads were brought in during February compared to November. Some clients saw significantly higher returns.
On average, the increased spend did not see conversion costs as low as January. However, it still proved to be the second most cost-effective month industry-wide.
Patient Consultations
According to AdLuge data, December received the lowest average of patient consultations brought in from Google Ads at 3.8. December performance data may indicate an industry-wide trend due to seasonality, as the trend recovered in January with an average of 5.1 patient consultations, and February at 4.8 consultations booked. This data is based specifically on Google Ads traffic only and is strictly industry average.
In Conclusion
Our Cosmetic Surgeon clients have had a busy 2013!
- The average Cosmetic Surgeon spend fluctuated over four months, and was its lowest in January $1,502 and highest in February at $2,362.
- Google Ads search campaign had its lowest number of conversions in December with 11, and highest in February with 15.
- The average cost per lead was lowest in January, at $116 per lead.
- An average of 4 more leads were brought in during February compared to November.
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Source:
All data taken confidentially from existing AdLuge Marketing Intelligence clients as of March 23, 2013.
Thx for sharing the stats. How are you defining “conversion”? Do you mean from Google click to completing a contact form on a doctor’s website? Conversion to actual patient consultation would seem to be closer to $1500- $3000 CAC.
Hi Tom,
I’ll step in for Mike here. In this case, a conversion is defined as either a phone call or completed lead form. You’re right to assume that the actual CPA per patient would be much higher, but if you have a good sales person who can close 25% of the consultations, this would mean your CPA would be $628 ($157 x 4).
It all depends on the clinic’s reputation, the consultant’s ability to sell, and the amount of research each patient does.
I hope that helps clarify things for you.
Very exciting article, Mike.
It is incredible what you can deduct from statistics alone.
I have never been to a plastic surgeon, but certainly other people have;)