Google Ads Case Study - Medical Hair Centre
Lead generation focused on qualified enquiries for hair restoration services
Performance snapshot
High-intent search lead generation fo rMedical Hair Centre(UK),with quality as the primary optimization goal.
Clicks
Impressions
Avg. CPC
Total spend
Avg. cost / conversion
Up to 95%
26.2K
343K
AED 5.43
AED 142K
AED 200–250
Up to 95%
Overview
Goal: Drive qualified lead volume for core hair restoration services in the UK.
Primary conversion: Leads (enquiries).
Geo: United Kingdom only.
Audience: Men & women, 20–60. Services
focus: Hair transplant • Beard • Afro • PRP • Combo packages
Offer & messaging
Core offer: Up to 3,500 grafts (hair transplant) + free PRP + free consultation.
Primary goal metric: Qualified leads (quality-first, not just volume).
We focused on high-intent search demand (e.g., transplant cost + location queries) and tightened qualification signals to reduce sales team waste.
The challenge
• High lead volumebut inconsistent quality → sales team time wasted on unqualified enquiries
• Cost per lead drifting upward without tighter qualification and intent signals
• Need to prioritise hair transplant demand capture while also supporting beard/afro/PRP services
What I changed (Google Ads)
• Intent-first keyword framework: isolate ‘cost’, ‘nearme’, ‘London/Manchester’ and other location-intent clusters; separate into dedicated ad groups.
• Search term sculpting: weekly negative keyword expansion to remove irrelevant intents (e.g., Turkey travel-only queries, DIY treatment research, etc.).
• Offer-aligned ad copy: surface the graft count + free PRP + free consultation in headlines & sitelinks.
• Quality controls: stricter conversion definitions, improved lead form questions, and routing to the correct service pathway.
• Budget allocation: shift spend toward the highest-intent clusters and top-performing locations.
Search demand focus (examples)
• Hair transplant cost / pricing intent (e.g., “hair transplant cost uk”, transplant”), “how much is a hair transplant”)
• Localised intent (e.g., “hair transplant london”, “near me”, “Manchester”, “Romford”)
• Treatment/category intent (e.g., “hair loss treatment”, “PRP”, transplant”) “how much is a hair “Manchester”, “Romford”) “beard transplant”, “afro hair
Offer used in ads
Up to 3,500 grafts for hair transplant + free PRP + free consultation (UK only).
KPIs used to judge success
• Qualified lead rate (target: maximise quality; achieved: up to 95%)
• Cost per qualified lead (working range: AED 200–250 per conversion)
• Search intent mix (increase “cost + local intent” share; reduce irrelevant traffic)
• Lead-to-consultation show rate (tracked offline where available)
