Digital Marketing & Conversion Strategy
Implemented a marketing strategy that improved lead generation, digital visibility, and measurable conversion tracking for a multi-location cosmetic medspa.
Project Information
Role
Marketing Strategist, Content Lead
Team
Emily Drummond - Designer, Content Coordinator
Client
Becker Cosmetic
Challenge
Becker Cosmetic is a multi-location cosmetic medspa offering advanced aesthetic treatments. While the practice had a strong in-office reputation and recurring clients, they needed a more consistent presence on social media, a strategy to build awareness, and measurable lead generation.
The objective was to increase qualified leads, improve digital visibility across locations, and create clearer tracking between marketing activity and conversion outcomes.
Project Approach
I led ongoing marketing initiatives across channels, focusing on content development and measurable conversion growth.
Paid Search Optimization
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Managed Google Ad campaigns with a fixed monthly budget
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Structured campaigns by service and location to improve targeting
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Optimized ad groups and keyword strategy to reduce CPC and improve quality score
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Configured and validated GA4 conversion events to ensure accurate performance tracking
Social Media Growth & Email Marketing
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Developed marketing strategies based on client objectives, ensuring promotions, treatment highlights, and messaging were integrated across paid, organic, and email channels
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Built and executed email campaigns through Constant Contact
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A/B tested subject lines and messaging to improve open rates and engagement
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Developed and maintained a consistent content calendar aligned with promotions and service priorities
Local Visibility & SEO
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Managed and optimized Google Business Profiles for both locations
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Published consistent posts and image updates to support local search visibility
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Created monthly blog content to support organic website SEO and strengthen visibility within Google Search and AI-driven results
Outcome
The result was a performance-driven marketing strategy built around measurable conversion tracking and consistent execution across channels. Qualified lead volume grew 122% from March 2025 to March 2026, supported by GA4 event attribution across both locations and a mid-year strategy pivot that shifted Google Ads from awareness-focused to conversion-focused campaigns.
Social media content drove above-benchmark engagement, with Instagram reaching an 18.2% engagement rate and Facebook at 10.3%, both well above the industry average of 2-4% for health and beauty. Instagram followers grew by 167% over the campaign period.
Email performance strengthened consistently, with open rates rising from 40% to 48% against an industry average of approximately 30%, and click rates improving from 1% to 3%.
Tools
Asana | Adobe Illustrator | Canva | Capcut | Constant Contact | Facebook | GA4 | Google Ads | Instagram | Sprout Social