The problem
About the project
Client: MD Cosmetic Clinic / Miriam Ichilov.
Location: Nahariya, Israel (+ a 10–15 km radius).
Product: Aesthetic medicine, acne/pigmentation treatment, RF lifting, skincare procedures.
Target audience: Exclusively women aged 25–65.
Communication languages: Russian (repatriates) and Hebrew.
Previous ad campaigns were set up using the Facebook Advantage+ algorithm. Despite the gender being set to "Women", the Advantage+ algorithm automatically expanded the audience, showing ads to men (since the system considered them a cheaper audience for a click or interaction). As a result, budget was wasted on irrelevant impressions and messages from a male audience that did not convert into procedure bookings.
The objective
Rebuild the ad account with a complete refusal of automatic audience expansions. Ensure ads are shown strictly to women living within 15 km of the clinic, and obtain quality leads (chats) at a price of up to 40–50 shekels (ILS).
The main challenge of the project
Previous Advantage+ campaigns "wasted" budget: the algorithm expanded the audience and showed ads to men, though only women were needed. Inquiries from the non-target audience did not convert.
The solution: a complete refusal of auto-expansions, strict geo and demographic segmentation, splitting by language (RU/HEB) and spending power — the "VIP interests + local geo" hypothesis delivered the cheapest leads.
Strategy
We abandoned all of Meta's "smart" settings that let the system go beyond the defined targeting.
- Strict geo and demographic limits:
- The Advantage+ Audience option was turned off in settings.
- Gender: strictly women.
- Geo: Nahariya + 15 km (excluding distant, non-target villages).
Google Ads
- Segmentation by language and spending power: In Israel it is important to split creatives into language groups. We created separate ad sets for the Russian-speaking and Hebrew-speaking audiences, dividing them by interests:
- "VIP Women" (Luxury): interest in brands (Gucci, Chanel, Prada) and jewelry. Hypothesis: an audience with money for expensive procedures.
- "Health care" (45–54): women interested in anti-age and medical care.
- "Moms / Married" (35–44): family women interested in beauty salons.
Google Ads
- Placements: manual placement selection (disabling the Audience Network) to avoid accidental clicks in gaming apps.Google Ads
Implementation
Period: December 1, 2025 – December 18, 2025.
Campaigns were launched with the "Engagement" objective (messages on WhatsApp/Direct). We tested the hypothesis that the VIP audience (in both Russian and Hebrew) would convert better than a broad interest-based "Cosmetology" audience.
Results
| Metric (18 days) | Value |
| Chats started | 15 |
| Average cost per chat (CPA) | 37.97 ILS (~$10) |
| Reach | 6,025 unique users within the local radius |
| Best segment (VIP women) | 28.80 ILS (RU) / 36.14 ILS (HEB) — ~30 shekels per lead |
Source: the Meta ad account, MD Cosmetic Clinic, December 1–18, 2025.
Switching to manual settings made it possible to fully cut off irrelevant male traffic. The budget was spent exclusively on women of the target age in the right city.
Overall figures (18 days of work):
- Total chats started: 15.
- Average cost per chat (CPA): 37.97 ILS (~$10).
- Reach: 6,025 unique users within the local radius.
Performance by segment:
- Leader — the "VIP Women" segment (RU + HEB):
- Proved the most effective and the cheapest.
- VIP Women (Russian): 6 leads at 28.80 ILS.
- VIP Women (Hebrew): 5 leads at 36.14 ILS.
- Insight: interest in luxury brands correlates with readiness to book expensive procedures (RF lifting, pigmentation treatment).
- Underperformers (turned off):
- The "Women 45–54 (Health)" and "Active lifestyle 25–34" segments showed a cost per lead above KPI (>42–58 ILS). These groups were paused to reallocate budget to the VIP segment.
Bottom line: Fixing the technical mistake (dropping Advantage+) restored traffic relevance. The client receives inquiries only from the target female audience. A working combination was identified: VIP interests + local geo, delivering inquiries at ~30 shekels — an excellent result for the competitive cosmetology market in Israel.
| Promotion region | Nahariya, Israel (+ a 10–15 km radius) |
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Project team
The project was handled by the SEOquick team:
- Alyona Polyukhovich — paid search & targeting (PPC + Meta)
Full team and roles — on the About page.
What's next
A similar cosmetology case: Facebook/Instagram Ads for Cosmetology Clinics (DK Beauty).
Have an aesthetic-medicine clinic? The concrete next step is to discuss a targeting strategy for your geo and audience.