Case Study
About
Compliant, strategic advertising for a growing dermatology clinic
This clinic is a Queensland-based medical dermatology clinic offering specialist skin services across general dermatology and specialist treatments such as vitiligo treatment and hyperhidrosis management. With a strong clinical reputation and a patient base built on trust, they came to Thea Media with no prior Google advertising history and a clear goal: generate new patient bookings through Google Ads, without cutting corners on compliance.
Everything needed to be built correctly from the start. Strategy, structure, copy, and landing pages, all developed within the requirements of one of the most tightly regulated advertising environments in Australia.
Scope
Click-Through Rate
7.88%
Nearly 2.4x the Australian healthcare industry average of 3.27% — a standout result demonstrating the ad creative was highly relevant to searchers.
Average Cost Per Click
$3.05
Sitting at the lower end of the regional dermatology benchmark range of A$3.00–$6.00, meaning budget was spent efficiently in a competitive specialist medical market.
Unique Patient Leads Generated
259
Across the nine-month campaign, including form submissions, tracked website calls, and online booking completions. With 3.4x this in total enquiries logged.
Optimisation Score
96.5%
Well above Google's recommended 80% threshold, reflecting a technically sound and well-structured campaign throughout the engagement.
"Efficient spend, real leads, real results."
Josh, Google Ads Expert
Our Approach
What we helped with: Google Ads Strategy, Campaign Build, Landing Page Compliance Review, Ad Copy Development.
Step 1
The challenge
This clinic came to Thea Media without an existing ad presence. They were starting from zero, but they had a clear understanding of their patients and a strong sense of what they needed: a partner who could build something that would actually work, in an advertising environment that makes that genuinely difficult.
Working withing TGA and AHPRA constraints
Website and landing page CRO
Clear guidance on achievable targeting
Step 2
What we did
We developed and managed a Google Ads strategy focused on capturing high-intent search traffic from people actively looking for dermatology services. Keyword frameworks were constructed specifically to capture genuine patient intent while staying within TGA guidelines. Every headline and description was written to connect with the right patients without making the outcome-based or comparative claims that AHPRA standards do not permit.
Google account creation
Conversion tracking install
On-going campaign optimisation
Step 3
The impact
Every conversion came through an account structured to meet AHPRA and TGA standards, with copy written to perform within the rules rather than around them. Working to a limited total budget, we crafted a highly target general enquiries campaign, securing visibility across related queries, as well as search space on high-intent brand and Practitioner terms.
692 total enquiries over 9 months
96.5% optimisation score
Provided detailed monthly reports & meetings
Result
A note on the regulatory landscape
TGA and AHPRA advertising requirements for medical and health services are among the most detailed in Australia. For a dermatology clinic, both frameworks apply, and the boundaries are not always clearly defined. The usual instincts of paid media, leading with outcomes, referencing results, using direct claims, do not translate to this space.
What Thea Media brings is a genuine working knowledge of the framework, a commitment to staying across it as it evolves, and a willingness to have honest conversations about what can and cannot be said, even when that is a difficult answer. For clinics that take compliance seriously, that is not a limitation. It is the point.
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