Leads don't pay the bills. Bookings do.
How a healthcare group improved lead quality and increased bookings for high-ticket treatments by optimising the entire acquisition journey.
Context
increase booked consultations for a number of high-ticket treatments. The group was already generating a significant volume of leads every month, but both lead quality and booking rates had room to improve. With a longer decision cycle and treatments requiring a significant financial commitment, the opportunity wasn't simply to generate more demand. It was to improve the quality of that demand and increase the percentage progressing towards booked consultations. This meant looking at the entire journey — from paid acquisition and qualification to commercial follow-up and booking.
The Challenge
Fewer than 10% of incoming leads were converting into booked consultations.
Part of the challenge started before the lead was generated: too much demand arrived with limited intent.
Further down the journey, qualified opportunities weren't consistently progressing towards a booking.
For high-ticket treatments with a longer decision cycle, improving performance meant working on both.
The Approach
The first step was understanding where acquisition and the commercial process were underperforming.
An audit of Google Ads, Meta Ads and the commercial journey identified opportunities across acquisition, qualification and follow-up.
Paid media was optimised to attract stronger demand, while a dedicated landing page improved qualification before leads reached the commercial team.
A CRM then connected marketing with the commercial process, making each lead's status and progression visible.
For leads that needed more time before booking, behaviour-based email automations created structured follow-up based on their actions and current stage.
What Changed
- Google Ads & Meta Ads optimisation
- Dedicated landing page
- Lead qualification
- CRM connected to the commercial team
- Behaviour-based email automations
Results
Insight
Better lead quality brought stronger opportunities into the business, and improving qualification and follow-up helped more of them reach a booked consultation.
The impact was clear: booking rates increased from below 10% to 30%, with more than €500K generated from aesthetic procedures in only six months.