Case Study · Plastic Surgery & Aesthetic Medicine · Vancouver, BC
Plastic Surgery Marketing Case Study: How a Vancouver Aesthetic Practice Increased Consultation Bookings and Grew AI Search Visibility in 90 Days
A comprehensive digital marketing strategy combining local SEO, Google Ads, AI search optimization, online consultation booking, conversion tracking, and managed website hosting helped a Vancouver plastic surgery practice strengthen its online presence and attract more prospective patients.
Over the first three months, the practice improved its search visibility, generated more online consultation bookings, reduced paid search costs, and began receiving measurable traffic from AI-powered search assistants.
Get a Free Growth AnalysisResults at a glance
184
Consultation bookings recorded over the first 90 days
+86%
Growth in monthly consultation bookings by month 3
0 → 19
Monthly visits referred by AI assistants, including ChatGPT and Gemini
−28%
Lower average cost per click following Google Ads restructuring
318
Search queries ranking on Google's first page
+24%
Growth in monthly active website users
Data sources: Google Analytics 4, Google Ads, Google Search Console, and clinic booking records. First 90 days.
At a glance
Project snapshot
Client
Private plastic surgery and aesthetic medicine practice
Location
Vancouver, British Columbia, Canada
Specialties
Cosmetic surgery, facial rejuvenation, injectables, body contouring, and skincare
Engagement
Ongoing digital marketing
Reporting period
First 90 days
Scope
Website, SEO, AI search, paid advertising, booking integration, and hosting
Data sources
Google Analytics 4, Google Ads, Google Search Console, and clinic booking records
Industry focus
Healthcare & aesthetic medicine — see our healthcare SEO guide
Services delivered
Executive summary
A more measurable path from search to consultation
The practice offered a comprehensive range of cosmetic procedures and aesthetic treatments but needed a more structured digital marketing strategy to reach prospective patients actively researching their options.
Its existing marketing efforts lacked procedure-specific advertising, reliable booking attribution, consistent local search optimization, and a strategy for emerging AI-powered discovery platforms.
The marketing strategy focused on improving visibility across traditional search engines and AI assistants while making it easier for prospective patients to explore procedures and request consultations.
Within the first 90 days:
184 consultation bookings were recorded across the practice's booking system.
Monthly consultation bookings increased by 86% by month 3.
The newly integrated consultation booking page generated 142 views in its first month.
A restructured Google Ads campaign achieved a 28% lower average cost per click than the previous primary campaign.
AI-assistant referrals increased from zero tracked monthly sessions to 19 sessions per month.
Website monthly active users grew from 612 to 758, a 24% increase.
The website ranked on Google's first page for 318 search queries, with 84 appearing in the top three positions.
These improvements created a more measurable digital marketing system, connecting search visibility and advertising activity with consultation enquiries and booking behaviour.
The challenge
Reaching patients at the moment they are researching cosmetic procedures
Plastic surgery and aesthetic medicine require a different marketing approach from general healthcare. Prospective patients often spend considerable time researching procedures, comparing treatment options, reviewing credentials, and deciding whether to arrange a consultation.
In Vancouver's competitive cosmetic surgery market, the practice needed to stand out for both surgical procedures and non-surgical aesthetic treatments.
Its existing digital marketing strategy presented several challenges:
01
Broad advertising campaigns
Multiple procedures were grouped into general campaigns, making it difficult to tailor messaging and budgets to individual patient interests.
02
Limited booking visibility
Website analytics did not adequately track consultation booking activity or connect completed bookings with marketing sources.
03
Inconsistent local SEO
Procedure pages and location-related content were not fully optimized for Vancouver-specific searches.
04
Limited AI search visibility
The website lacked a structured approach to being discovered through conversational searches on platforms such as ChatGPT and Gemini.
05
Underdeveloped procedure pages
Visitors researching breast augmentation, rhinoplasty, facelift surgery, and other treatments needed clearer, more relevant pathways to consultation.
06
Incomplete attribution
The practice lacked a reliable way to understand which campaigns and channels generated measurable enquiries.
The objective was to build a coordinated marketing system that improved discoverability, strengthened patient education, and made the consultation journey easier to measure.
What we did
Five connected marketing workstreams
01
Procedure-specific Google Ads and conversion tracking
The first priority was to replace broad advertising campaigns with a more organized structure built around individual procedures and treatment categories.
Separate keyword groups and landing-page pathways were developed for high-intent searches related to:
Breast augmentation
Liposuction
Facelift surgery (rhytidectomy)
Rhinoplasty
Abdominoplasty (tummy tuck)
Botox and dermal fillers
Non-invasive body contouring, including CoolSculpting
Medical-grade and professional skincare products
Campaigns were structured to align search intent with the most relevant procedure page, helping prospective patients find information specific to the treatment they were researching. The strategy also incorporated Vancouver-focused keyword research, negative keyword refinement, revised ad copy, and mobile-first landing-page improvements.
Conversion tracking was implemented to measure consultation requests, booking-page engagement, and completed bookings where the available systems supported reliable attribution.
Results
✓ Average cost per click decreased by 28% compared with the previous primary campaign.
✓ Mobile devices accounted for 74% of paid search clicks, reinforcing the importance of a mobile-friendly website.
✓ Consultation bookings from the website became easier to measure through improved conversion tracking.
✓ Advertising performance could be evaluated by procedure category rather than relying solely on overall traffic.
The goal was not simply to generate more clicks, but to attract relevant prospective patients and make the path from search to consultation more direct.
→ Explore our Google Ads management services
02
Local SEO for Vancouver plastic surgery searches
Local SEO was developed around the way prospective patients search for cosmetic procedures and qualified providers in Vancouver and surrounding communities.
The website's key procedure pages were reviewed for title tags, metadata, internal linking, page structure, mobile performance, and local relevance. Content was organized around procedure-specific and location-specific search intent, including queries such as:
Plastic surgeon in Vancouver, BC
Breast augmentation Vancouver
Rhinoplasty surgeon Vancouver
Facelift surgery Vancouver
Liposuction Vancouver
Tummy tuck Vancouver
Botox and dermal fillers Vancouver
Non-surgical body contouring Vancouver
The strategy also included Google Business Profile optimization, consistent practice information, relevant local content, and appropriate structured data.
Rather than relying on one general cosmetic surgery page, each major service was given a clearer role in the site's organic search strategy.
Results
✓ 318 search queries ranked on Google's first page.
✓ 84 queries reached the top three positions.
✓ A priority local search term improved from an average position of 22.6 to 14.2.
✓ Monthly active website users increased from 612 to 758, a 24% improvement.
The strongest opportunity moving forward was to continue improving rankings for competitive procedure-plus-location searches and expand visibility across the practice's full service offering.
→ Local SEO for Vancouver and Burnaby practices · Read our healthcare SEO guide
03
AI search optimization (GEO)
Prospective patients increasingly use conversational tools to research cosmetic procedures, compare treatment options, and identify local providers.
To strengthen the website's visibility across these discovery channels, the practice's content was refined for both traditional search engines and AI-assisted search experiences.
The work included:
Improving procedure-page structure and clarity.
Adding relevant frequently asked questions to address common patient concerns.
Implementing appropriate structured data, including relevant medical-practice and FAQ markup where eligible.
Strengthening internal links between procedures, patient information, and consultation pages.
Making information about treatment options, recovery considerations, suitability, and consultations easier to understand.
Reviewing technical accessibility and content discoverability for search crawlers.
The emphasis was on providing useful, specific, and well-organized information rather than repeating keywords or making unsupported claims.
Results
Monthly visits attributed to AI assistants grew from zero to 19 over the three-month period.
Reporting period
AI-assistant sessions
Before optimization
0
Month 1
6
Month 2
11
Month 3
19
The increase provided an additional source of measurable website discovery beyond conventional organic search and paid advertising.
AI-referred traffic remained a developing channel, with further opportunities to improve procedure-page coverage and monitor how prospective patients discover the practice through conversational search.
→ Learn more: what an AI SEO agency does for local businesses
04
Online consultation booking integration
The practice's website needed a clearer route from procedure research to a consultation enquiry. A mobile-friendly booking pathway was integrated into the website and linked from the homepage, key procedure pages, and relevant calls to action.
The consultation journey was designed to help prospective patients navigate from researching a treatment to requesting an appointment without unnecessary friction.
Analytics were configured to measure booking-page views and relevant interactions. Where supported, completed bookings were connected to advertising conversion reporting.
Results
✓ The booking page recorded 142 views in its first month.
✓ Consultation booking activity became more visible within website analytics.
✓ Booking calls to action were easier to access from high-intent procedure pages.
✓ The practice could better assess how website visitors progressed from researching procedures to requesting consultations.
The booking system also provided a stronger foundation for evaluating the effectiveness of individual campaigns and identifying opportunities to improve the patient enquiry journey.
→ Explore marketing automation and SEO consulting with conversion tracking
05
Managed website hosting, performance, and ongoing optimization
The practice's website served as the central destination for organic search visitors, paid advertising traffic, and prospective patients researching procedures. Managed hosting and maintenance supported the technical reliability of that experience.
The work included website updates, security monitoring, backups, performance reviews, and ongoing maintenance of tracking and website functionality.
Landing pages and navigation were also reviewed to ensure that visitors arriving from mobile search results could access relevant procedure information and consultation options efficiently.
Why it mattered
With mobile devices accounting for 74% of paid search clicks, website speed, usability, and reliability were important parts of the conversion strategy. A well-maintained website also made it easier to implement content improvements, refine advertising destinations, and maintain consistent analytics across marketing channels.
The numbers
Before and after: 90 days
Metric
Before
After 3 months
Consultation bookings
Baseline period
184 over 90 days
Monthly booking growth
Baseline
+86% by month 3
Consultation booking-page views
Not consistently tracked
142 in month 1
AI-assistant sessions per month
0
19
Monthly active website users
612
758
Average cost per click
Previous primary campaign
28% lower
First-page Google rankings
Baseline
318 queries
Top-three Google rankings
Baseline
84 queries
Priority local keyword position
22.6
14.2
Booking conversion tracking
Incomplete
Implemented for supported events
Consultation booking totals represent practice-wide bookings recorded during the reporting period and are not attributed exclusively to paid advertising. Advertising performance is assessed separately using tracked conversions and campaign analytics.
Search strategy
Matching patient intent to the right procedure page
The SEO and paid search strategies were organized around distinct procedure categories rather than one broad cosmetic surgery keyword group.
Breast surgery
Example: Breast augmentation Vancouver
Focus: Procedure education and consultation enquiries
Facial surgery
Example: Facelift surgeon Vancouver; rhinoplasty Vancouver
Focus: Dedicated procedure pages and local relevance
Body contouring surgery
Example: Liposuction Vancouver; tummy tuck Vancouver
Focus: Procedure-specific content and paid search
Injectables
Example: Botox Vancouver; dermal fillers Vancouver
Focus: Treatment information and appointment pathways
Non-invasive body contouring
Example: CoolSculpting Vancouver
Focus: Treatment education and relevant enquiries
Professional skincare
Example: Medical-grade skincare Vancouver
Focus: Product information and in-office purchasing
Local provider searches
Example: Plastic surgeon near me; cosmetic surgery Vancouver
Focus: Local SEO and practice discovery
Conversational and AI search
Example: What should I know before rhinoplasty? Who performs breast augmentation in Vancouver?
Focus: Helpful FAQs and clearly structured content
Each cluster was mapped to the most relevant landing page, with content designed to inform prospective patients and encourage an appropriate next step.
For medical and surgical procedures, the strategy prioritized accurate educational information, clear explanations of consultations, and responsible communication about suitability, risks, and expected outcomes.
→ Planning your own search strategy? Read our SEO agency buyer's guide or see how content marketing supports procedure pages.
Timeline
How the project unfolded
Month 1
Rebuild the foundations
• Audited the website, local search presence, and existing advertising campaigns.
• Restructured Google Ads around priority procedures.
• Improved key landing pages and consultation calls to action.
• Implemented booking-page analytics and conversion tracking.
• Began technical SEO and structured-data improvements.
• Established baseline reporting for organic search, paid search, and AI referrals.
Month 2
Measure, refine, and expand
• Reviewed campaign performance and refined keyword targeting.
• Improved procedure-page content and internal linking.
• Expanded local SEO efforts across priority service categories.
• Reviewed mobile usability and booking-page engagement.
• Began monitoring search queries and emerging AI-assistant referrals.
• Used performance data to identify further opportunities for campaign and landing-page optimization.
Month 3
Build on measurable progress
• Continued optimizing high-intent procedure campaigns.
• Refined landing pages using observed visitor behaviour.
• Expanded search visibility across priority cosmetic procedures.
• Improved reporting for consultation enquiries and supported booking conversions.
• Recorded 19 monthly AI-assistant sessions.
• Reached 318 first-page Google rankings and 84 top-three rankings, with 86% growth in monthly consultation bookings relative to the baseline.
Ongoing
Sustain and improve performance
The next phase focuses on expanding visibility for competitive procedure searches, refining paid search by service, improving consultation conversion rates, and developing useful educational content for both traditional and AI-powered search.
Ongoing reporting will continue to distinguish between website traffic, enquiries, completed bookings, and conversions directly attributable to advertising.
→ Wondering what to expect? Read what your first six months of SEO should actually deliver.
FAQ
Frequently asked questions
How can digital marketing help a plastic surgery practice attract more consultations?
A coordinated strategy combines local SEO, procedure-specific landing pages, paid search, conversion tracking, and a straightforward consultation booking process. Together, these elements help prospective patients discover relevant services and make informed decisions about contacting the practice.
How long does plastic surgery SEO take to produce results?
Paid search can begin generating relevant website traffic shortly after launch, while organic search improvements generally require sustained optimization. Results vary by procedure, competition, website authority, and the quality of the underlying content. See our guide to what the first six months of SEO should deliver.
Can a plastic surgery clinic improve its visibility in ChatGPT and Gemini?
A clinic can improve its readiness for AI-powered discovery by publishing clear, accurate, well-structured content, strengthening its technical SEO, and maintaining consistent information across relevant online sources. Visibility and referrals depend on the platform and cannot be guaranteed. Learn more about AI for SEO.
Should every cosmetic procedure have its own landing page?
Dedicated pages can help address the specific questions and search intent associated with each procedure. They also allow advertising campaigns and calls to action to align more closely with what prospective patients are researching. Our web design team builds procedure and service pages with this structure in mind.
How should a plastic surgery practice measure marketing success?
Useful metrics include qualified consultation enquiries, completed bookings, cost per qualified lead, tracked advertising conversions, organic search visibility, and the proportion of enquiries that progress to consultations. Website traffic and search rankings provide additional context but should not be treated as substitutes for meaningful business outcomes. For more, see our healthcare SEO guide.
Work with us
Your practice, better positioned online
A successful plastic surgery marketing strategy goes beyond attracting website visitors. It connects local search visibility, relevant educational content, targeted advertising, and a clear consultation journey into one measurable system.
For plastic surgeons and aesthetic medicine practices in Vancouver, an integrated approach can support stronger online visibility across breast augmentation, liposuction, facelift surgery, rhinoplasty, tummy tuck procedures, injectables, non-invasive body contouring, and professional skincare. The objective is to help prospective patients find the information they need, discover relevant services, and take the next step toward a consultation — while giving the practice clearer insight into what is working.
Ready to strengthen your practice's online presence?
Explore plastic surgery marketing services covering SEO, AI search optimization, Google Ads, website management, online booking integration, and performance reporting.
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