NorthPeak Aesthetics
In 5 months, we rebuilt social and paid into a single booking system that filtered low intent leads, increased consult bookings, and reduced cost per qualified booking without increasing spend.
This was not a lead gen campaign. It was a qualification and booking engine.
5 months
Case Type: Pipeline creation + qualification control
Offer: Cosmetic dentistry + injectables (high intent)
Primary Goal: Book qualified consultations, not form spam
Performance Snapshot
0/mo
Up from 380%
Up from 44%£0
Reduced from £1420%
Up from 61%0%
Up from 18%0%
Down from 36%Rolling 60 day averages. Blended performance data.
Pipeline Stagnation
Ads were running. Leads were coming in. The clinic still felt stuck.
- Lead forms captured anyone
- “Price shoppers” flooded the pipeline
- Staff spent time chasing non serious leads
- No system to separate cosmetic intent from general enquiries
- Retargeting hit everyone the same way
- Reporting looked fine, calendar density did not
Economic Pressure
- High competition in local aesthetics and dental auctions
- Strong impulse interest, weak follow through
- Two front desk coordinators handling inbound
- Limited consult slots per week
- Revenue depends on show rate and close quality, not raw lead count
Objective Shift
Platforms optimize toward what you count as a conversion.
If your conversion is a weak form submit, you will buy weak form submits.
So we changed the conversion objective. We forced the system to optimize for booked consultations with qualifying signals, not lead volume.
Intervention Framework
- Built content pillars around decision triggers: before-after, process walkthrough, recovery, pricing ranges
- Created “qualification content” that repels the wrong buyer: maintenance, timeline, eligibility, realistic outcomes
- Structured reels to answer the first 5 objections before a lead is captured
- Social stopped being awareness. It became pre qualification.
- Weekly trust loop: doctor credibility, clinic standards, patient experience proof
- Moved from generic aesthetics content to service specific intent content: veneers, whitening, composite bonding
Paid Advertising: Capture Intent and Filter Hard
- Split campaigns by service value and buyer intent: bonding vs veneers vs injectables
- Tightened targeting and search terms to block: jobs, free, training, cheap, DIY, NHS
- Shifted optimization toward booked consult events once data stabilized
Introduced a 2 step booking flow:
- Step 1: short capture form
- Step 2: booking prompt with consult deposit option (refundable, applied to treatment)
Added qualification fields without killing volume:
Built retargeting by intent depth:
Paid stopped buying curiosity.
It started buying qualified action.
Sequence and Timing
Stop Junk
- Filter targeting and searches
- Rebuild offer flow
Force Booking Behavior
- Booking first conversion event
- Qualification gates added
Raise Attendance and Close Quality
- Retargeting segmented by intent depth
- Reminder discipline and scheduling confirmation
Order mattered.
If we scaled volume before gating, it would have scaled waste.
Economics Translation
To translate performance into commercial impact, we applied the clinic’s average treatment value (£2,800) and close rate from attended consultations (32%).
Control System
Tracked weekly:
Next 90 Days
- Expand into two nearby postcode clusters once CPQB holds
- Add referral-driven retargeting (review and testimonial loops)
- Improve close rate with a pre-consult education sequence
- Test higher qualification thresholds on high spend segments
If your ads generate leads but your calendar still feels unstable, the issue is not volume.
It is a qualification and booking control.
We will identify where junk enters, what it is costing you, and how to make paid plus social optimize for real consultations, not noise.