Matching a Luxury Clinical Experience With the Right Patients Online

Summary

FCP Dermatology is a premier cosmetic and surgical dermatology clinic with locations in downtown Toronto and North Miami. Founded by Dr. Kristy Bailey, a Double Board-Certified Dermatologist, the clinic offers a comprehensive range of treatments including injectables, laser treatments, hair restoration, surgical dermatology, and advanced skincare procedures.

Explore Agency partnered with FCP Dermatology to launch and manage paid advertising campaigns across Google and Meta, designed to generate a consistent flow of qualified patient inquiries across the clinic’s key treatment areas.

Testimonial

FCP Dermatology

“Explore Agency built and ran our paid campaigns across Google and Meta with a level of detail that impressed us. They structured everything around our specific treatments, and the quality of patient inquiries reflected that. The team is professional, strategic, and easy to communicate with.”

Dr. Kristy Bailey

Founder, FCP Dermatology

Challenge

Cosmetic dermatology operates in one of the most competitive digital advertising environments in healthcare. Patients researching treatments like Botox, dermal fillers, mole removal, or hair transplants are presented with dozens of competing clinics, med spas, and aesthetic providers, all bidding for attention in the same search results.

For a premium clinic like FCP Dermatology, the challenge goes beyond visibility. The campaigns needed to attract patients who value board-certified expertise and a luxury clinical experience, not just the lowest price. Competing on price would undermine the brand, while competing on credibility required a more targeted approach to campaign structure, messaging, and audience selection.

With a wide range of services spanning cosmetic injectables, surgical procedures, laser treatments, and hair restoration, the advertising strategy also needed to be structured at the service level to match the specific intent behind each type of search.

Solution

Explore Agency built a multi-campaign structure across Google and Meta, organized around FCP Dermatology’s highest-demand treatment categories.

On Google, the team launched a combination of Search and Performance Max campaigns targeting specific treatment areas. Dedicated campaigns were created for dermal fillers, Botox, mole removal, dermatology services, and a broader PMax campaign covering the clinic’s full range of cosmetic treatments. Each campaign was structured to capture high-intent searches from patients actively looking for specific procedures in the Toronto and South Florida markets. Campaigns also tracked multiple conversion types, including website contact form submissions, phone calls, and appointment bookings, giving the clinic a complete picture of lead activity.

On Meta, a series of cold prospecting campaigns were launched to expand the clinic’s reach beyond search, targeting new audiences with messaging focused on the clinic’s new website, Dr. Bailey’s credentials, and the premium patient experience. Campaign iterations were tested on an ongoing basis, with creative and audience adjustments made regularly to improve lead quality and cost efficiency.

Results

Across Google Ads, the campaigns generated a strong volume of conversions, split between phone calls and website contact submissions. The Performance Max campaign for dermal treatments was the strongest performer, delivering over 61,700 clicks at a very low average CPC and generating a steady flow of website contacts and phone calls.

The dedicated search campaigns also delivered strong results. The Dermatology campaign generated a consistent flow of website contacts and phone calls, while the Dermal Fillers campaign delivered strong engagement with CTR well above industry benchmarks, confirming that service-specific targeting effectively reached patients actively searching for those treatments.

On Meta, the cold prospecting campaigns generated a consistent stream of qualified leads through the clinic’s new website, extending the clinic’s reach to prospective patients who were not yet actively searching but matched the profile of an ideal FCP Dermatology client.

Together, the paid media strategy delivered a consistent pipeline of high-intent patient inquiries across both platforms, supporting the clinic’s growth across its Toronto and Miami locations.