Case Study
How Allen Medical Aesthetics Won the Most Expensive Search Terms in Town
A full rebuild and a rebuilt paid program cut cost per conversion by nearly four fifths while conversions more than quintupled on the same budget.
Meet Therese Allen
Meet Therese Allen. Owner of a high-end medical aesthetics practice in Des Moines, WA, competing for some of the most expensive keywords in local search. Botox, dermal fillers, laser hair removal. These are the treatments patients research carefully and the terms that cost the most to win, and Allen Medical goes after them against established competitors every day.
Overview
From Outdated Website to Digital Authority
Allen Medical Aesthetics does premium work in a category where trust is everything. Patients researching Botox, dermal fillers, or laser treatments spend time comparing practices before they ever pick up the phone. Winning that patient online is expensive, because these are among the most competitive and costly keywords in all of local search.
When we started, the practice was carrying two problems at once. The website was aging and could not do justice to the quality of the work or convert the visitors it did earn. And the paid-search account was spending real money at a punishing cost per conversion, which meant every new patient was costing far more than it should.
We did not treat those as separate projects. A great ad program pointing at a weak website wastes spend, and a beautiful website with no traffic sits quiet. So we rebuilt both, in parallel, and then layered in the long game: sustained SEO and authority-building that compounds month over month.
The result is a practice that now competes at the top of its market on paid, organic, and conversion at the same time. Same ad budget, more than five times the patients, and an organic footprint worth roughly ten thousand dollars a month in equivalent ad spend.
Challenge
Starting Point
A high-end aesthetics practice competing for some of the most expensive keywords in local search, Botox, dermal fillers, laser hair removal, against established competitors. That is a hard place to win. The keywords are costly, the buyers are careful, and the margin for waste is thin.
On top of that, the foundation was working against the practice. The website was aging and left conversions on the table, and the paid-search account was running at a cost per conversion so high that growth was effectively capped. More budget would have meant more waste, not more patients. The problem was not spend. It was structure.
- Competing for the most expensive keywords in local search
- Established competitors already holding the category
- Aging website that could not convert its traffic
- Paid search running at a punishing cost per conversion
- Growth capped by inefficiency, not by budget
- No compounding organic presence to offset paid spend
Strategy
A Structured Roadmap
The plan was not to spend more. It was to fix the machine so every dollar and every visit worked harder. That meant rebuilding the website and the paid program at the same time, so the two reinforced each other instead of fighting, and then investing in organic search so the practice would stop renting all of its visibility.
Each piece was built to compound. A faster, clearer website lifted conversion on both paid and organic traffic. A rebuilt ad account lowered cost per patient. And sustained SEO turned visibility into an asset the practice owns, rather than a bill it pays every month.
Rebuild the Website
We rebuilt the site from the ground up, more than 100 pages on a modern, fast stack. The goal was a site that matched the quality of the practice and actually converted the patients researching high-value treatments. The lip-filler service page alone now converts at roughly 38%.
Rebuild Paid Search
We rebuilt the Google Ads program in parallel, across five campaigns and roughly 140 keywords, with clean structure and tracking. On the same budget, cost per conversion fell 79%, from about $180 to $38, while conversions grew from 15 to 87 per month.
Build Organic Authority
On top of paid, we ran sustained SEO and authority-building, with 210 referring domains built over time. This is the compounding layer: visibility the practice owns rather than rents, growing month after month in a category where paid clicks are expensive.
Convert and Compound
As traffic grew across both channels, the rebuilt site turned that reach into booked treatments. Tracked conversions grew from 132 to 581 per month, and organic and paid now work together instead of competing for the same expensive clicks.
Results
Quantitative Impact
The numbers moved on every front at once, which is rare. Paid got dramatically more efficient, organic reach reached a scale worth roughly ten thousand dollars a month in equivalent ad spend, and total tracked conversions more than quadrupled. Same practice, same budget, a completely different trajectory.
Organic Search Performance (GA4)
5,818/mo
Organic Clicks
Monthly organic clicks from search
1.1M/mo
Search Impressions
Monthly search impressions at an average position of 9.3
Top 5
Competitive Terms
Top-5 rankings for Botox, fillers, and laser treatments
Keyword Growth (SE Ranking)
-79%
Cost Per Conversion
Down from about $180 to $38 on flat paid budget
+477%
Paid Conversions
Grew from 15 to 87 per month
+340%
Tracked Conversions
Grew from 132 to 581 per month
Looking Forward
What Comes Next
The foundation is built and it keeps compounding. Paid search is efficient, the website converts, and the organic footprint grows every month in a category where visibility is expensive to buy.
For a practice competing on the most costly terms in local search, that combination is the whole game. The cost of winning a new patient keeps falling, the organic presence keeps offsetting paid spend, and the partnership keeps building on results already in place. There is more room to grow, and the machine that gets there is already running.
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