Dr. Iturralde – SEM

Project Scope

Dr. Manuel Iturralde is a renowned plastic surgeon specializing in both aesthetic and reconstructive procedures. With an established reputation for excellence, Dr. Iturralde sought to expand his practice and reach new patients. To achieve this, he needed a targeted approach to generate more leads and convert potential clients into actual patients. The strategy focused on creating an optimized landing page to capture leads and running a 12-month SEM (Search Engine Marketing) campaign to drive traffic.

Dr. Iturralde’s goal was to increase the number of patient inquiries and consultations through a focused digital marketing effort. However, his existing online presence lacked a dedicated landing page optimized for lead generation, which limited his ability to effectively capture potential clients’ contact information and inquiries. Additionally, there was a need to drive high-quality traffic to this landing page through a well-structured SEM campaign to maximize conversions and return on investment (ROI).

Our Approach

Landing Page Development:

• User-Centric Design: We developed a clean, visually appealing landing page that clearly communicated Dr. Iturralde’s expertise, services, and unique value propositions. The design was optimized for mobile and desktop devices, ensuring a seamless experience for all users.
• Compelling Copywriting: The landing page featured concise, persuasive copy that highlighted the benefits of choosing Dr. Iturralde for plastic surgery. This included emphasizing his qualifications, patient testimonials, and before-and-after photos to build trust and credibility.
• Lead Capture Forms: Strategically placed lead capture forms were integrated throughout the landing page to encourage visitors to book a consultation or request more information. These forms were simple, requiring minimal input to reduce friction and increase conversion rates.
• Clear Call-to-Actions (CTAs): Prominent CTAs were used to guide visitors toward taking action, such as “Book Your Consultation Today” and “Learn More About Our Procedures.” These CTAs were designed to stand out visually and encourage immediate engagement.
• SEO-Friendly Content: The landing page content was optimized for relevant keywords to improve search engine rankings and enhance organic visibility, complementing the paid search efforts.

12-Month SEM Campaign:

• Targeted Google Ads Campaigns: A comprehensive Google Ads strategy was developed to drive high-quality traffic to the landing page. This included targeting specific keywords related to plastic surgery and Dr. Iturralde’s specialties, as well as geographic targeting to reach potential patients in the local area.
• Ad Copy Optimization: The ad copy was carefully crafted to align with the landing page content, ensuring a consistent message and higher relevancy score. This helped reduce the cost-per-click (CPC) and increase the ad quality score.
• Conversion Tracking: Advanced conversion tracking was set up to monitor leads generated from the landing page. This allowed for real-time analysis and adjustments to optimize the campaign performance continuously.
• A/B Testing: Various elements of the SEM campaign, such as ad copy, keywords, and targeting, were tested and refined over the 12-month period to identify the most effective strategies for maximizing ROI.
• Retargeting Campaigns: To re-engage visitors who did not convert on their first visit, retargeting ads were implemented across the Google Display Network and social media platforms, encouraging them to return to the landing page and complete their inquiry.

Results

Increased Lead Generation: The optimized landing page and targeted SEM campaign resulted in a 85% increase in lead generation over the 12-month period, significantly surpassing initial projections.

Higher Conversion Rates: The combination of compelling landing page design and targeted ads led to a 55% increase in conversion rates, with a notable rise in consultation bookings and inquiries.

Improved ROI: The continuous optimization of the SEM campaign resulted in a 36% reduction in cost-per-lead (CPL), improving the overall return on investment and ensuring a cost-effective strategy for Dr. Iturralde.

Enhanced Online Visibility: The landing page and SEM efforts led to a 65% increase in search engine visibility, helping Dr. Iturralde reach a broader audience and attract more potential patients.

Increased Engagement: The use of retargeting ads and optimized ad copy led to a 65% increase in engagement rates, ensuring that potential patients remained interested and connected with Dr. Iturralde’s practice.

Conclusion

The development of a targeted landing page combined with a strategic 12-month SEM campaign significantly enhanced Dr. Manuel Iturralde’s online presence and lead generation efforts. By focusing on optimizing user experience, driving relevant traffic, and continuously refining the campaign, we successfully increased consultation bookings and inquiries, positioning Dr. Iturralde’s practice for continued growth.

Looking to boost your lead generation and grow your practice? Contact us today to learn how our tailored web development and digital marketing solutions can help you achieve your business goals!