How Dr. Jinah Yoo’s Google Ads return almost six times their cost.
Dr. Jinah Yoo is a Korean, UK-trained consultant dermatologist with a clinic at 45 Albemarle Street in Mayfair. We run her Google Ads, built her new website and connected her inquiries to her patient records, so the clinic can follow a Google search through to treatment.
Leads are the clinic’s HubSpot contacts from Google paid search. Patients and revenue come from matching those contacts to the clinic’s Pabau records, as counts and totals only. No patient details are shared or published.
Dr. Yoo wanted more patients from Google search, and a website as considered as her clinic.
We first worked with her when the clinic traded as Maylin, on a new website, social media and Google Ads. Since then we have audited the Google Ads account line by line, connected the clinic’s inquiry and patient records, and rebuilt the website on a faster platform. The clinic is in the UK, so ads and pages follow ASA, MHRA and GMC rules.
A slow, sprawling website
The WordPress site had grown to 219 pages. Some weighed 8 to 30 MB, and the server took over two seconds to respond.
Leads without outcomes
Google Ads counted form fills and WhatsApp taps. Calls weren’t counted, and nothing showed which inquiries became patients.
Campaigns competing
85% of keyword spend was on broad match, and general searches like “dermatologist london” landed on acne and pigmentation pages.
UK rules for medical ads
Prescription-only medicines such as botulinum toxin can’t be advertised to the public. Google also restricts treatments like exosomes, and one drug name on a page can get ads disapproved.
A page for each condition, device and treatment.
The new site has Dermatology and Anti-Ageing as separate sections. Pages are served as static files, inquiry forms ask for consent before health details are sent, and old WordPress addresses redirect in one step, so links from Google and from ads keep working.
Home
- Patients choose Dermatology or Anti-Ageing first
- Mayfair address and GMC registration on the first screen
The first nine days on the new website.
Google paid search in the four weeks before the launch, against the nine days after. Same campaigns and similar daily spend, with the ads pointing at the new pages.
| Measure | 4 weeks before | 9 days after | Change |
|---|---|---|---|
| Google leads a week | 13 | 19 | +50% |
| Cost per Google lead | £95 | £65 | −32% |
| Cost per form inquiry | £80 | £67 | −16% |
| Conversion rate from ads, Dermatology home page | 5% | 10% | 2x |
Leads are HubSpot contacts from Google paid search; form inquiries are Google Ads form conversions. Nine days is an early read, and we review it again at 28 days.
The path from search to booking.
Korean dermatology first
“korean dermatologist london” has a Quality Score of 9 and the lowest cost per conversion in the account: £23 over 90 days.
One campaign per search
General dermatologist searches go to the Dermatology campaign. Condition campaigns answer condition searches.
Calls count
Calls from ads count as conversions on the clinic’s current number, so bidding sees phone inquiries too.
London only
Ads show to people in and around London. All spend is in the UK.
From a Google search to a patient.
We matched the clinic’s paid-search inquiries in HubSpot to patients in Pabau, as counts and totals only. Over 21 months, about one in four became a patient, and almost half of those came back for another visit.
Ahead on Korean dermatology, with treatment pages next.
Before the new site, Dr. Yoo already led Google for Korean dermatology searches in London. Treatment searches were where she didn’t appear, so the new site gives each condition and device its own page. We’ll measure them in Search Console over the coming months.
Fixed on WordPress
80 new titles, 80 new descriptions, the Mayfair address corrected on the contact pages and footer, and alt text on 673 images.
Faster pages
The old server took about 2.2 seconds to respond. The new site sends its first byte in about 0.13 seconds.
The Journal
The clinic’s blog moved to a Journal on the new site, with recent posts on skin tags, melasma and pigmentation in skin of color.
Rankings from a DataForSEO check of 34 London searches on the previous site. Server response from Google’s field data for the old site and a direct check of the new one.
Written for UK medical advertising rules.
Dr. Yoo’s clinic is registered with the CQC, and its advertising falls under the ASA’s CAP Code, MHRA rules on medicines and GMC guidance for doctors. Google adds its own healthcare policies on top.
No prescription-only medicines
Medicines such as botulinum toxin can’t be advertised to the public in the UK. Botox isn’t named on the Dermatology treatment, device or pricing pages.
Pages checked before ads run
Each landing page is scanned for prescription-medicine names and restricted terms before an ad points at it, so a single word on a page doesn’t get ads disapproved.
Exosomes kept out of ads
Google restricts exosome treatments, so they’re kept out of ads and keywords and promoted through the website and consultations.
Consent before health details
Inquiry forms ask for consent before health details are sent. Google and HubSpot tags load only after cookie consent.
Patient data stays with the clinic
Inquiries and bookings are matched inside the clinic’s systems. Only counts and totals leave them, and groups under five are hidden.
One correct address
The website, Google listing and the ads’ call extensions all show 45 Albemarle Street and the clinic’s current number.
Inside the clinic on Albemarle Street.
Photography: Dr Jinah Yoo Dermatology
- Google Ads
- Website
- Landing pages
- SEO
- Conversion tracking
- CRM reporting
- Client dashboard
- Social media
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