The objective
About the project
Client: DK Beauty Clinic — a clinic of aesthetic medicine and cosmetology in Kyiv
Product: premium device-based cosmetology (Morpheus8, Lumecca, Cutera), injectables (Jalupro, Radiesse).
Competitive advantage: original certified equipment; all procedures are performed by dermatologists.
Target audience: women aged 25–65 with "mid+" and "VIP" income.
Segments: IT specialists, lawyers, business owners, and women on maternity leave who take care of themselves.
Build a steady flow of first-time inquiries for expensive device procedures (SMAS lifting, microneedling RF, pigmentation removal).
The challenge: high competition in Kyiv and the need to sell services with a ticket of 5,000–12,000 UAH to a cold audience.
The main challenge of the project
High competition in Kyiv and the need to sell expensive procedures to a cold audience. Driving traffic to the site is risky — the client "gets lost".
The solution: the "Engagement" objective (Direct/Messenger chats) + psychographic segmentation (VIP / Active Career / Moms&Wives) + video creatives demonstrating procedures that remove the fear of pain.
Strategy
The decision was made not to drive traffic to the site (where a client can get lost), but to use the "Engagement" objective (chats in Direct/Messenger). This lets clinic administrators personally consult each lead, handling objections about price and safety.
We split the audience not just by age, but by psychographics and lifestyle, to adapt visual creatives and offers to each segment.
Implementation
1. Audience segmentation
Based on the client's brief, 3 key targeting groups were defined and set up:
- "VIP Women" (Luxury): interests: luxury brands (Brunello Cucinelli, Loro Piana), business class, travel.
- "Active Career" (25–34): IT specialists, lawyers, accountants. Interests: career, sport, active skincare.
- "Moms & Wives" (35–44): married women with children. Interests: home, family leisure, parenting + self-care.
2. Creatives and offers
We used video creatives demonstrating the procedure process (close-up footage of Morpheus8 and Lumecca at work) to remove fear of pain and show the doctor's expertise.
- Offer for Morpheus8: "Face + neck for the price of the face" (raising the average ticket through value).
- Offer for Lumecca: "-20% off the first procedure" (a trigger to enter the funnel).
- Offer for injectables: a special price on Jalupro biorevitalization.
3. Launch and optimization
Campaigns ran with daily budgets per ad set, which allowed flexible spend management. During the work, groups with an expensive result (women 45–54) were turned off and budget was reallocated to the VIP segment.
Results
| Metric (test month) | Value |
| Chats started | 51 (budget $478.3) |
| Average cost per lead (CPA) | $9.37 |
| Best segment (VIP women) | 17 inquiries at $7.21 |
| In winter (Dec–Jan) | held reach of 28,000+ and CTR 1.4% |
Source: the Meta ad account, DK Beauty Clinic, October–February.
Reporting period: October – February (the active launch phase).
The campaign showed the high effectiveness of the "Direct sales" strategy. Video creatives delivered cheap clicks, while accurate targeting delivered quality conversations.
Figures for the test month (October):
- Number of chats started: 51.
- Average cost per lead (CPA): $9.37.
- Total budget: $478.3.
Performance by segment:
- "VIP Women" segment:
- Result: 17 inquiries.
- Cost per lead (CPA): $7.21 (the cheapest and highest-quality segment).
- Insight: a high-income audience decides faster, responding to equipment quality rather than discounts.
- "Active Career (25–34)" segment:
- Result: 14 inquiries.
- Cost per lead (CPA): $8.51.
- "Moms & Wives" segment:
- Result: 12 inquiries.
- Cost per lead (CPA): ~$9–10.
The clinic received more than 50 first-time inquiries for premium procedures at under $10 per lead. The most profitable approach was working with the VIP audience through direct value demonstration (device brands) rather than price dumping. In the winter period (December–January) we held reach (over 28,000 users) and click-through rate (CTR) at 1.4% (all clicks), despite seasonal demand swings.
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 Ads for a Cosmetology Clinic in Israel.
Have a premium clinic? The concrete next step is to discuss a Direct-sales strategy for your procedures.