Challenge
The client: an aesthetic medicine clinic (med spa). It is a market where patients choose carefully whom to trust with their face and health, and clinics compete hard for every client.
What made it hard
- A YMYL niche. Aesthetic medicine concerns health, so Google holds these sites to higher standards: who the author is, whether there is medical expertise, whether the risks are described honestly.
- Competitors with big ad budgets. The market has many med spas, and some of them can afford to spend far more on advertising. Winning on money alone is impossible.
- Many treatments, different demand. Each treatment has its own audience, its own questions, and its own seasonality. A generic "our services" page does not answer the questions of a patient looking for a specific treatment.
- A long path to booking. People first read, compare, and check contraindications, and only then book.
The goal: make sure the clinic is found for specific treatments, trusted, and booked, without trying to outspend competitors.
What we did
We have been working since May 2025 and are building a system where SEO and ads help each other.
A page for every treatment
Each treatment has its own page built on E-E-A-T principles: physician authorship, a treatment description, contraindications, and an FAQ. The patient gets answers to their questions, and Google sees medical expertise and an honest description of the risks.
Medical structured data
We added MedicalBusiness and FAQPage markup so search engines and AI systems correctly understand that this is a medical facility and can use the answers from the FAQ.
Google Ads for booking intent
We target ads at queries where the person is already ready to book, not just curious about the topic. That way a limited budget works where it is closest to a booking.
Ad data for SEO
Google Ads data shows which treatments and queries lead to bookings. We use this data to prioritize SEO: we first strengthen the pages that have already proven their value in advertising.
GEO and Local SEO
Patients look for a clinic nearby and increasingly ask AI assistants about treatments. So the pages are built to be citable in AI answers, and the clinic's local presence is supported separately.
Results
Below we describe what has been built during our work together; the Search Console numbers are at the end.
- A complete treatment structure. Every treatment has its own page with physician authorship, contraindications, and an FAQ.
- A technical medical foundation. MedicalBusiness and FAQPage markup helps search engines and AI systems correctly understand the clinic and its services.
- Ads focused on booking. The budget is directed at queries with booking intent, not general interest.
- A closed data loop. Ad results determine which SEO pages to strengthen first, so organic grows where demand is already proven.
The project has been running since May 2025. Long-term collaboration in a niche like this is only possible when the client sees that the approach works for their business.
Search Console data
From August 2025 to March 2026, Google clicks grew from 916 to 1,639 a month (+79%), impressions from 161K to 322K, and the average position improved from 25.3 to 8.5. Since then the site has consistently held 1,200-1,500 clicks a month.
What makes this project special
Aesthetic medicine combines two challenges: Google's strict requirements for medical content and competitors who can spend far more on ads. We do not compete on budget; we win on precision: every treatment has an expert page, ads hit at the moment of readiness to book, and ad data tells us where to invest SEO effort.
Search Console data is available from August 2025. Source: Google Search Console, August 2025 - September 2026
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