Hair & Skin Science is a leading Australian cosmetic clinic specialising in hair loss and skin rejuvenation for both women and men. With 25 locations across Australia, all owned by the brand (no franchisees), they dominate the market. Over the years, they had grown with various agencies focusing primarily on SEO and Google Ads. However, no agency had managed to crack paid social due to a lack of creative output.
Within the first six months, we hit the ultimate trifecta: scaling spend, increasing bookings, and reducing the cost per booking. Typically, when scaling a brand, the cost per result also increases rapidly, but we mitigated that with the strategies detailed in this case study.
We achieved multiple record revenue months within the first six months. Ad spend was scaled by 47% on a seven-figure monthly budget, resulting in a 227% increase in bookings while reducing the cost per booking by 28%.
Learn more about how we stepped in to deliver record-breaking growth for Hair & Skin Science.
Hair & Skin Science was growing rapidly and needed an agency that could not only keep up but also push them beyond their expectations. Although their existing agencies were helpful, the founder knew they were leaving money on the table by not scaling paid social, and he was never satisfied with the creative output delivered by the previous agencies. We had to overcome several key hurdles to achieve great results for Hair & Skin Science:
Hair transplants and treatments were the most popular services offered by Hair & Skin Science. We began by deeply understanding the pains, fears, and desires of people struggling with hair loss, examining reviews, Reddit forums, and competitors’ ad comments. We discovered a series of hooks that became our best-performing angles for months, iterating them across videos, UGC, statics, carousels, and GIFs. Prospective clients wanted to feel as they did before hair loss, so our creatives focused on transformations and results to build desire and provide proof simultaneously.
With most of the ad spend allocated to Google, Hair & Skin Science’s previous agency struggled to grow booking numbers. They had essentially exhausted the search volume on Google for their brand and relevant generic terms. Our strategy was to maintain Google ad spend while allocating additional budget to Meta to scale top-of-funnel awareness and target individuals experiencing hair loss who hadn’t yet searched for solutions on Google. This approach worked perfectly, as Meta not only drove last-click conversions but also increased brand search and improved results for generic terms on Google. Educated and informed by our Meta ads, potential clients were more likely to choose our ads over competitors’.
While we had success with motion graphics and static ads, UGC production became a game-changer, especially on TikTok. An added benefit was that TikTok-style creatives performed well on both TikTok and Meta, giving us more angles to scale on both platforms. Our hook rates on UGC were impressive, with over 39% of viewers watching more than three seconds of our ads (the industry benchmark is 25%). These ads engaged audiences and drew them in, while branded motions and statics converted them into bookings, creating the perfect mix of creative content.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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