From a trickle of bookings to a waitlist: local SEO, Google Business Profile and Meta ads for a skin care clinic
Caress is an aesthetic skin care clinic competing with larger, better-known names in its area. Bookings came mostly from word of mouth; online, the clinic was invisible at the moment people actually searched.
The challenge
The clinic's Google Business Profile was incomplete and inconsistent with its website, reviews were sparse, and the few ads that had been run targeted broadly and sent people to a homepage rather than a booking page. Competitors with stronger profiles took the map-pack positions that drive calls.
The approach
- Auditprofile, reviews, competitors
- Fix the foundationGBP + website consistency
- Earn visibilityreviews, posts, local content
- ConvertMeta ads → booking pages
- Reportcalls, bookings, ROAS
- Audit. Competitor map-pack positions, keyword gaps, review velocity and the clinic's own profile completeness.
- Fix the foundation. A complete, category-accurate Google Business Profile, consistent name-address-phone across the web, service pages matching how people search, and a review request process staff actually follow.
- Earn visibility. Weekly profile posts, local content and photo updates that signal an active business; technical SEO on the site.
- Convert. Meta campaigns aimed at the right radius and interests, sending people to treatment-specific booking pages with WhatsApp follow-up.
- Report. One monthly report: calls from Google, bookings, ad spend and return — in plain language.
What we built
- Optimised Google Business Profile and local citation consistency
- Treatment landing pages with booking and WhatsApp capture
- Meta ad campaigns with creative refreshed monthly
- A review-generation process and a monthly performance report
Results
- Ranked at the top of Google Maps for skin care in the clinic's area within three months
- New bookings went from a trickle to a waitlist
- Meta ads pay for themselves several times over, in the client's words
- The clinic now owns its profile, pages, ad accounts and data
"Within three months we ranked at the top of Google Maps for skin care in our area. New bookings went from a trickle to a waitlist — the Meta ads pay for themselves several times over."
What made it work
The map pack is the money
For a local clinic, the three map results drive more calls than the whole first page below them.
Foundation before ads
Ads sent to a weak profile and a generic homepage waste budget; fixing consistency first made every later pound work harder.
Follow-up is part of marketing
WhatsApp capture and a same-day reply turned enquiries into bookings.
Government and enterprise programmes are described under confidentiality agreements; client identities, figures and architectures are generalised where required. Marketing results are reported as the clients described them.