Case study · Clinics
Brisbane Hair Clinic: a clinic website and Meta ads built to educate first
Scalp micropigmentation is a treatment most men have never heard of, done by someone they've never met. The website and the ads had to explain it, and introduce Darren, before anyone would book.
10x
Return on ad spend · clinic website and Meta ads rebuild
Case study result. Outcomes vary.
- Client
- Brisbane Hair Clinic, with Darren as lead SMP artist
- Industry
- Scalp micropigmentation (SMP) clinic
- Location
- Manly West, Brisbane
- What we did
- Clinic marketing
- Website
- Meta ads
- AI preview tool
The problem
Nobody books a treatment they can't picture
SMP uses tiny pigment impressions to give the look of real follicles: a sharper hairline, more density, or a clean shaved look. It's a big decision about how you look every day, and most people have questions long before they're ready to enquire.
A generic clinic ad with a discount on it doesn't answer any of those questions. People want to know what it looks like up close, whether it hurts, who's doing it and whether it'll still look natural down the track.
So we built everything around education and around Darren. He's the one with the needle, and the thing people are really deciding is whether they trust him.
What we built
- A clinic website that explains SMP in plain words, walks through the treatment step by step and puts Darren front and centre.
- Meta ads for men in Brisbane dealing with thinning hair or a receding hairline, written to answer questions first and sell second.
- Filmed ad batches with Darren in the clinic, so people meet him before they walk in.
- A private preview tool: upload a photo and see what SMP could look like before you book a consultation.
The lesson
For a high-consideration treatment, education is the conversion mechanism. People book once they understand it and trust the person doing it.
The ads
Two ads that answer the first question
One explains how SMP works in three steps, with real photos from the clinic and Darren in the corner. The other sends people to the preview tool, which answers the biggest question of all: what would it look like on me?
Tap either ad to look closer.
The return figure at the top of this page is a ratio of sales to ad spend on the clinic's account. We don't turn it into a dollar figure, because the clinic's revenue is the clinic's business.
What's next
The preview tool keeps doing the explaining, and new filmed batches with Darren go out as the old ones tire.
Where this fits
Clinics are a small part of what we do
Most of our work is online stores, then construction. We take on the odd clinic or service business when the fit is right.
If you run a clinic, the takeaway is this. Put the answers in the ad, because plenty of people are too shy to ask them on a call. Let them see the person who'll do the treatment, filmed in the clinic, and give them some way to picture the result before they book. A discount can come later, if it comes at all.
What we do for clinics and local services, and when we'll tell you we're not the right people.
Case study · Leads and follow-upPlastering and paintingMeta leads for a Brisbane service business, each one texted back in minutes.
Service · CreativeContent and creativeHow we shoot, write and design ads in-house, for stores and service businesses.
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Jed Lynham
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