Context and objectives
A cosmetic surgery clinic in Cancun was looking for:
- Increase notoriety between international (U.S. and Canada) and domestic patients.
- Capture qualified leads willing to travel.
- Improve your engagement in networks, which was below 1 %.
- Quantitative objective: generate 120 leads in 60 days with advertising on Facebook and Instagram.
Strategy deployed
- Auditing of social profiles
- Analysis of previous content, tone and engagement.
- Definition of creative line based on real cases and aspirational approach.
- Definition of audiences
- International primary: users from Florida, Texas and California interested in cosmetic surgery.
- Local secondary school: Quintana Roo residents with an interest in beauty and wellness.
- Creation of lookalike audiences from the base of previous patients.
- Sponsored content campaigns
- Carousel format: before and after rhinoplasty, facelift and liposuction.
- Short testimonial video: patient in English describing his trip and results.
- Stories with direct link to WhatsApp: "Swipe up for free consultation".
- Temporary promotions
- Limited places: "10 places with complete package + transfer included".
- Active offer 30 days to generate urgency.
- Specific Landing page for networks
- URL:
/pack-surgery-aesthetic-surgery-cancun - Package details: surgery, hotel, transportation, follow-up.
- Form with 4 fields and "Consultation by WhatsApp" button.
- URL:
Results in 60 days
| Metrics | Initial value | Final value | Variation |
|---|---|---|---|
| Leads generated | 0 | 130 | +130 leads |
| Cost per lead (CPL) | - | $12 USD | - |
| Engagement in publications | 0.8 % | 4.5 % | +462 % |
| Clics to WhatsApp | 45 | 210 | +366 % |
| Confirmed reservations | 25 | 60 | +140 % |
- Total leads exceeded goal by more than 8 %.
- Estimated ROI: with an average ticket of $2,000 USD, the 60 bookings generated $120,000 USD; 60× return on advertising investment.
Key success factors
- Authentic testimonials: video in English generated more confidence.
- Real urgency: limited-quota offers prompted the decision.
- Aspirational Creatives: high quality images and videos reflected professionalism.
- Dual segmentation: combining local and international audiences optimized the budget.
- Immediate follow-up: WhatsApp responses in less than 30 minutes maintained interest.
Lessons to replicate
- Tailor your message to the channel: Instagram to inspire, Facebook to educate.
- Measure beyond "likes".Focus on CPL, clicks to WhatsApp and conversions.
- Fast IteraCreative and public adjustments each week according to performance.
