Case Study · Aesthetic Clinic · Latin America

From 2 surgeries a month to 12 — sustained over 2 years

How a specialist rhinoplasty clinic reversed a decline and built a scalable patient acquisition system

30x

Return on ad spend

Including management fee

78%

Reduction in cost per lead

Sustained over 2 years

500%

Increase in monthly procedures

2–3 per month → 12

The situation

A specialist rhinoplasty clinic had built a strong clinical reputation — but their patient pipeline had collapsed. Procedures had fallen from 10 per month to just 2 or 3. Without a turnaround, the practice faced closure.

Previous Meta Ads agency delivering only 6–8 consultation enquiries per month at high cost per lead

18,000 Instagram followers generating almost no bookings

Low-quality leads from budget-conscious patients — poor fit for a high-value procedure

Clinical, technique-focused sales approach failing to build patient trust

What we did

Rather than simply running more ads, we rebuilt the entire acquisition and sales system from the ground up.

Awareness → retargeting funnel. Stage 1 introduced the clinic and positioned the surgeon as a leading expert. Stage 2 retargeted warm audiences with patient testimonial content — which consistently outperformed every other format tested.

Premium audience targeting. To eliminate low-budget leads, we built audiences based on affinity with luxury cosmetics brands (La Mer, Lancôme). Lead quality improved immediately.

Channel consolidation. We tested Google Ads but found Meta delivered significantly lower CPL for this market. We focused entirely on Meta and scaled what worked.

Sales dialogue overhaul. We shifted the consultation conversation from clinical technique to patient comfort, recovery experience, and the surgeon's international teaching credentials — turning expertise into trust.

Evergreen creative system. Multiple testimonial ads running 24/7, continuously tested and refined, with a direct-to-WhatsApp routing system for instant lead response.

Before vs. after

Before

Monthly consults6–8

Cost per leadBaseline

Monthly procedures2–3

Lead qualityLow

After

Monthly consults35+

Cost per lead-78%

Monthly procedures12

Lead qualityPremium

In their own words

"Before working with Mauricio, we were doing 2 or 3 surgeries a month and struggling to fill the calendar. Within a few months, we were consistently at 12. The cost per lead dropped dramatically, the quality of patients improved, and the whole approach to how we present the clinic changed. Two years later, the system is still running and still delivering. I wouldn't hesitate to recommend him to any specialist clinic serious about growth."

— Dr. Miguel Hidalgo, Rinofacial Clinic

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