Elevating Patient Trust in a Competitive Cosmetic Market
Paid media investment
Unique paid contacts
Average cost per appointment
Tailored Plastic Surgery is a leading Melbourne specialist plastic surgery practice. TAG partnered with the team across digital strategy, website, paid media and social to strengthen acquisition and create a clearer connection between marketing activity and patient outcomes.
Over a 90-day period, Tailored Plastic Surgery wanted to understand the performance of its paid media beyond lead volume and cost per lead. The key question was whether enquiries generated through Meta and Google were progressing into meaningful patient outcomes — from initial enquiry through to appointments.
TAG managed and optimised paid activity across Meta and Google, while introducing a more detailed approach to performance measurement. Rather than assessing channels on lead volume alone, we reconciled paid media activity against CRM outcomes and tracked the progression from enquiry through to callback and appointment. This gave the team a clearer view of which channels were driving volume, which were generating appointments, and where budget could be allocated to support stronger downstream outcomes.
Across the 90-day period, paid media generated 100+ unique paid contacts and 20 confirmed appointments from $9,807.61 in media investment.
Meta consistently delivered the most efficient acquisition, generating contacts at a lower cost than Google. As the 90-day period progressed, Meta also became the stronger driver of appointments, generating appointments at approximately one-third of Google's cost in September.
Most importantly, the work shifted the focus from simply measuring cost per lead to understanding what happened after the lead.
By connecting paid media activity with CRM outcomes, TAG gave Tailored Plastic Surgery a clearer view of lead quality, appointment progression and channel performance — creating a stronger foundation for ongoing optimisation and budget allocation.
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