Dr Aesthetica
A UK aesthetics group whose patients pay at the front desk, not in a browser. I built the acquisition and retention stack — and then made the numbers legible.
What was actually wrong
Aesthetic patients book online and then pay in the clinic, through the practice-management system. That single fact breaks conventional marketing measurement: the browser purchase event never fires, so the ad platforms were optimising against a funnel whose ending they could not see.
Everything downstream inherited the problem. Spend decisions were being made on proxy metrics, and nobody could say which lead magnet actually produced revenue.
The work
Built the phone-call lead magnet
Ads into a landing page into a booked ten-minute phone call, with the advert’s offer carried through onto the booking itself so every call is attributable to the creative that produced it. It now runs at a steady 65–150 calls a month.
Moved conversion tracking server-side
A server-side Conversions API pipeline firing Lead, Schedule and Purchase from the practice-management system rather than the browser — with the real invoice value attached, so return on ad spend is measured against money rather than form fills.
Consolidated the CRM
Migrated and cleaned the customer data so that one patient is one record, and the booking system, the CRM and the ad platforms finally agree with each other.
Put AI on the front desk
Voice and text booking agents handling first-line enquiries, qualifying, booking, and handing over to a human at the point where a human actually adds something.
Built the dashboards the clinic runs on
A funnel card per lead magnet with revenue side by side, joining CRM contacts to billed revenue. The question “which of these actually makes money” now has a one-screen answer.
What came out of it
1,662 calls booked from 1,412 people
291 of those people became patients — about 21%
£217,675 billed after booking, traced end to end
No-show rate held at roughly 13%
Spend decisions now made against invoiced revenue, not form fills
Got something like this?
Tell me where you are now and what you want to be true in six months. You will get a straight answer on whether I can help.