The Challenge
SKIN111 — a premium Dubai aesthetics and IV therapy clinic with two locations — was experiencing declining bookings and a low ROAS of 3.0. Operating in the healthcare sector meant strict ad policy compliance requirements. Cost per Sales Qualified Lead (SQL), defined as WhatsApp interactions, was too high, and profitability was being eroded by rising overheads.
Our Approach
Built a healthcare-compliant performance marketing strategy with continuous ad policy monitoring. Restructured campaigns around WhatsApp as the primary conversion event. Implemented data-driven audience segmentation targeting high-intent aesthetics and wellness audiences. Ran systematic A/B testing on creative formats and copy to lower CPL while maintaining lead quality.
The Results
ROAS improved from 3.0 to 4.2, exceeding the 4.0 target. Cost per SQL decreased by 18%, surpassing the 10% reduction target. MQL-to-SQL conversion rate maintained above 55%. Monthly bookings increased by 35%. Campaign achieved zero ad policy violations throughout the engagement.
