San Francisco Plastic Surgery
Laser Center
High-intent cosmetic surgery searches in the Bay Area turned into 149 consultation requests at a reported
$23.26 each, at a 9.11% conversion rate, across a six-month campaign.
Industry: Plastic surgery, aesthetic medicine, and laser cosmetic treatments
Market: San Francisco Bay Area, based in Union Square, serving SF, Marin, Palo Alto, San Mateo, and Contra Costa
Reporting period: December 1, 2025 to May 30, 2026 (6 months). No prior comparison period supplied.
149
consultation requests
from paid search
$23.26
cost per consultation
(reported)
9.11%
conversion rate
$2.12
average CPC, low for this market
1,636
qualified clicks from 35,460 impressions
A High-Value Category in a High-Cost Market
Cosmetic surgery is one of the most considered purchases a patient makes.
- In the Bay Area, it is also one of the most expensive paid-search auctions in the country. Someone searching for a rhinoplasty or a tummy tuck is weighing cost, trust, and results long before they fill out a form.
- Dr. Usha Rajagopal, a board-certified plastic surgeon, and her team at San Francisco (SF) Plastic Surgery Laser Center, with 20 years of an established practice in Union Square, had the reputation and the variety of procedures.
- The problem was paid search economics: clicks in this market cost a lot, the generic term attracts researchers, not patients, and healthcare ad regulations restrict the message.
The task was to filter paid traffic down to real surgical intent, keep click costs in check despite the auction, and turn those searches into scheduled consultations.
Objective
- Capture high-intent searches for the core procedures (breast augmentation, rhinoplasty, liposuction, tummy tuck) and non-surgical treatments across San Francisco and the affluent Bay Area submarkets.
- Bring cost per click below the market average by lifting Quality Scores through tight ad-group structure and relevant copy.
- Grow consultation bookings and calls against a strict cost-per-lead target.
- Build a clear path from a Google search to a booked consultation.
Our Approach
- Held targeting to high-income ZIP codes across San Francisco, Marin, Palo Alto, San Mateo, and Contra Costa, with radius targeting around the Union Square clinic.
- Built responsive search ads on Dr. Rajagopal’s 20-plus years of board-certified experience, the Union Square location, patient reviews, and easy scheduling, supported by sitelinks, callouts, structured snippets, and call extensions.
- Matched each ad to a procedure-specific landing page with fast mobile load, visible trust signals, before-and-after photos, and a one-click consultation form.
- Managed bids by device and time of day, favoring clinic phone hours, and audited search terms regularly to move budget to the best-converting keywords, all within Google healthcare ad policy.
Results and Impact
-
149 consultation requests from 1,636 clicks
9.11% conversion rate, well above the rate typical of medical-aesthetics paid search. -
A reported $23.26 cost per consultation
Low cost to acquire a high-value surgical lead. -
$2.12 average cost per click
Efficient for one of the most expensive paid-search markets in the country. -
35,460 impressions at a 4.61% CTR
Relevant reach across the Bay Area’s high-income submarkets.
Prominent Metrics Overview
| Metric | Result | What it indicates |
|---|---|---|
|
Total spend
|
$3,465.62
|
Media invested over the period
|
|
Impressions
|
35,460
|
Reach across Bay Area searchers
|
|
Clicks
|
1,636
|
High-intent visits into the consultation funnel
|
|
CTR
|
4.61%
|
How often an impression earned a click
|
|
Average CPC
|
$2.12
|
What each visit cost, low for this market |
|
Conversions
|
149
|
Consultation requests and calls
|
|
Conversion rate
|
9.11%
|
Share of clicks that converted
|
|
Cost/Conversion
|
$23.26
|
What each consultation cost to acquire |
What the Numbers Mean
Business Impact
For a surgical practice, a consultation is the start of a high-value patient relationship, so a low cost per consultation compounds quickly. At a reported $23.26 per lead against procedures worth thousands, the return on each consultation is substantial, and 149 of them over six months gives the practice a steady, predictable booking pipeline to plan around.
Feats We Achieved
01
149 consultation requests, real booking actions from paid search.
02
9.11% conversion rate: well above the rate.
03
$23.26 reported cost per consultation
04
$2.12 average cost per click
05
4.61% CTR from 35,460 impressions
A Predictable Consultation Pipeline
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