ILLUMINATE Laser Emporium turned one in 13 Google Ads clicks into a call or booking request, and more than one in three of those was a phone call. The figures cover the weeks since both calls and booking forms from the ads were counted.
The clinic and the brief
ILLUMINATE Laser Emporium is a laser and skin clinic in Malvern East, in Melbourne's south-east. It offers laser hair removal, tattoo and eyebrow-tattoo removal, IPL treatments for pigmentation, redness and acne, skin needling, skin tightening and body contouring.
People researching these treatments want to know what they cost, how many sessions they need and how much downtime to expect before they book. The brief was to match the ads to each treatment and to count both the calls and the booking requests they produced.
What we built
The search campaign has an ad group for each treatment, with ads written for that treatment and leading to its own page. Each page sets out the facts people ask about and keeps the booking form and the clinic's phone number beside them. Tracked calls from the ads and booking forms sent after an ad click are both recorded as enquiries.
What happened
Since calls and forms were both tracked, one ad click in 13 has become a call or booking request. The click-through rate on the ads was 25% higher in the last 60 days of the campaign than in its first 60, so more of the people who saw an ad clicked it.
Three treatments share the load
Hair removal, tattoo removal and IPL skin treatments each brought in close to three in ten enquiries, with other treatments such as skin tightening and body contouring making up the rest. Their enquiry rates differed, but over these weeks the gaps rest on too few enquiries to rank the treatments with confidence.
Calls and business hours matter
More than one in three enquiries was a phone call, and nine in ten came from people on a phone. Clicks in weekday business hours were 1.3 times as likely to become an enquiry as clicks at other times, though almost half of enquiries still came from clicks outside those hours.
How we measured it
An enquiry is a tracked call from the ads or a booking form recorded in Google Ads after an ad click. Earlier weeks are left out because calls were not yet counted and the booking form changed. No treatment values are recorded, so these figures stop at the enquiry.
The pages behind these ads are covered in the ILLUMINATE Laser Emporium website case study. For a clinic that wants the same view of its own ads, see our Google Ads management.
