$541 to $106
All case studiesWall Dermatology · St. Petersburg, FL
Growth Lab
82% lower cost per booked appointment after the first 60 days.
A fellowship-trained Mohs surgery practice that also offers general and cosmetic dermatology. We took over paid search, paid social and email in January 2026.
See what happenedThe proof
More bookings, for a fraction of the cost.
Google Ads, January through August 2026.
From 3 to 23.5 a month
Down from $583 in January
January–August 2026
The challenge
The account was bidding blind.
Every skin cancer service sat in one Google Ads ad group. Mohs, melanoma and basal cell searches all saw the same ad and landed on the same page.
Bookings came in three ways: phone, the online scheduler and contact forms. None of it was tracked back to the ads. January cost $583 per booked appointment from Google.
$28 per booked appointment. That is what the local intent campaign hit in May, when 9 of 10 Google bookings that week came from it.
What we did
Rebuilt Google Ads around how patients search
A local intent campaign, service-level ad groups, a relaunched Performance Max campaign, competitor negatives and an ad schedule matched to office hours.
Tracked every booking
Call tracking across Google, Meta and organic, scheduler bookings sent back to Google and Meta as conversions, and a GA4 booking event.
Built a Mohs landing page
It leads with Dr. Wall's fellowship training, so high-value surgery searches land on the right page.
Ran Meta as a full funnel
Awareness ads for cosmetic and skin checks feed retargeting that drives bookings.
Launched email from zero
A popup splits medical and cosmetic patients into separate welcome series. Campaign open rates of 43% to 55%, against a 21% to 23% industry average.
By the month
Google Ads cost per booked appointment, 2026
Tracking and campaign rebuild landed in February. March onward is the new account.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Source: Wall Dermatology metrics, Google Ads booked appointments (phone and online), January to August 2026.
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