The Physio Circle is a physiotherapy clinic in Singapore offering physiotherapy services, personalised rehabilitation support and appointment booking for patients seeking recovery and movement improvement. Its physiotherapy sessions include assessment, manual therapy and exercise rehabilitation to help patients manage pain and improve movement.
For a clinic dependent on consistent appointment enquiries, stable tracking and lead attribution were essential to scaling paid media performance effectively.
The initial challenge
The Physio Circle partnered with First Page to restart lead generation momentum and establish a stable, trackable flow of physiotherapy enquiries across Google and Meta.
The key challenge was tracking. Website tracking issues from Cliniko prevented proper lead attribution, causing delays in optimisation across both Google and Meta campaigns.
Without reliable conversion tracking, it was difficult to understand which channels, campaigns and audience segments were driving actual appointment bookings. This limited the speed and accuracy of campaign optimisation.
There was also no internal web developer previously, which made website updates slower to implement. Important items such as privacy policy updates, GTM adjustments and tracking fixes had to be coordinated externally, creating additional delays.
Extra Space Asia is a self-storage provider offering flexible storage solutions in Singapore, including secure facilities, 24/7 access and various unit sizes. The company was founded in 2007 and describes itself as having pioneered institutionally managed self-storage in Singapore.
Beyond general self-storage, Extra Space Asia also offers specialist wine storage solutions for collectors, businesses and special occasions, with features such as 24/7 CCTV surveillance and secure access controls.
The initial challenge
Extra Space Asia partnered with First Page to drive consistent lead volume across mainstream self-storage demand while also validating acquisition efficiency for a highly niche wine-storage audience.
The campaign had to balance two very different demand profiles within a limited budget. The first was mainstream air-con storage, which had broader demand but also high competition from other storage providers.
The second was wine storage, a more specialised segment with a smaller audience pool. While this niche had strong commercial potential, the campaign needed to avoid over-targeting too broadly or allowing CPLs to spike.
This meant the strategy could not rely on generic audience expansion alone. First Page needed to separate intent profiles, control cost efficiency and match campaign depth to each segment’s expected return.
Royal Caribbean is a global cruise brand offering cruise holidays, group travel experiences and corporate travel opportunities across multiple destinations.
For this campaign, the focus was on generating high-quality leads for group travel bookings across Singapore, Malaysia and Indonesia, where the audience was more niche and required a more targeted paid search approach.
The initial challenge
Royal Caribbean partnered with First Page to generate high-quality leads for group travel bookings across Singapore, Malaysia and Indonesia.
The main challenge was audience specificity. Group and corporate cruise travel is a niche segment, making it difficult to identify the right search terms and reach users with genuine booking intent.
The existing landing page also limited campaign performance. It lacked a proper lead capture form, which made it harder to collect direct enquiries and convert interested users efficiently.
Rollout speed was another challenge. Global corporate approval processes delayed campaign changes, landing page updates and optimisation work. First Page needed to move quickly while still working around these approval constraints.
TruGlow Medical Aesthetics is a Singapore aesthetic clinic located at The Heeren on Orchard Road. The clinic positions itself around personalised aesthetic care, licensed medical professionals and treatments guided by Singapore’s medical regulations and standards.
Its website covers a range of face, body and skin concerns, including active acne, acne scars, back acne, pigmentation, wrinkles, fat freezing and Ultraformer MPT-HIFU. The site also provides WhatsApp and appointment booking options for users ready to enquire or book a consultation.
The initial challenge
TruGlow Aesthetics partnered with First Page to lower patient acquisition costs and increase real appointment show-ups for key treatments, including Back Acne and Ultraformer MPT HIFU.
The existing SEM keywords were generating traffic, but they were not converting efficiently. This pushed up CPL and made it harder to scale appointment volume profitably.
The campaign also needed to deliver both lead volume and patient show-ups. For an aesthetics clinic, enquiry quality matters because low-intent leads can inflate lead numbers without translating into real bookings or attendance.
Another challenge was inconsistent performance across ad channels. Conversions varied heavily, which meant First Page needed to refine targeting, test stronger conversion paths and identify which channels could generate more qualified prospects at a lower acquisition cost.
Mothercare is a mother and baby products retailer, offering a broad catalogue of essentials, baby brands and gear for parents and young children. Its website features categories such as baby fashion, feeding, baby care and bath, nursery, toys, travel and maternity products.
The brand also operates physical stores, giving customers both online and offline shopping options for baby clothing, maternity products and other parenting essentials.
The initial challenge
Mothercare SG partnered with First Page to increase purchase rate and conversions during the Q3 peak season, while staying competitive against marketplaces and major baby brands.
The campaign faced rising cost pressure. CPCs surged by 2 to 3 times in September, severely reducing ad efficiency and making it harder to maintain profitable purchase growth.
Returning revenue also dropped by more than 60% month-on-month in August, creating urgency to recover campaign performance before and during the peak sales period.
At the same time, competitor bidding weakened brand search performance. Mothercare needed to protect visibility for high-intent branded searches while improving efficiency across broader paid media activity.
Eau Thermale Avène is a dermo-cosmetic skincare brand known for products formulated around Avène Thermal Spring Water, with a focus on sensitive skin and dermatological skincare. The Singapore site describes the brand around high-efficiency skincare, safety and improving quality of life through dermatology-led innovation.
The initial challenge
Eau Thermale Avène partnered with First Page to support a new product launch using a full-funnel paid media strategy.
The objective was to generate demand, educate users and drive purchases through retail partners, even though purchases did not happen directly on Avène’s own website.
This created a major tracking challenge. Without on-site ecommerce purchases, direct conversion tracking was limited, making it harder to attribute sales performance through the usual website conversion signals.
Performance also had to be proven across multiple funnel layers, from awareness to traffic to CPA-focused campaigns. First Page needed to show campaign effectiveness across Meta, Google and third-party retail platforms without relying on native ecommerce data from Avène’s own site.
CÉ LA VI Singapore is a rooftop dining, SkyBar and Club Lounge destination located at Marina Bay Sands, offering elevated Modern Asian cuisine, cocktails and skyline views above Singapore. Its official site positions the venue around rooftop dining, immersive experiences and hospitality, while Marina Bay Sands describes CÉ LA VI as a rooftop destination for drinks and contemporary Asian cuisine.
With a strong base of existing regulars and a premium lifestyle positioning, CÉ LA VI needed to use Meta Ads not just to maintain awareness, but to bring in new customer segments and drive measurable reservation growth.
The initial challenge
CÉ LA VI partnered with First Page to reduce cost per acquisition on Meta Ads while expanding its customer base beyond existing regulars.
The campaign was facing high CPAs, which limited overall ad efficiency. While the brand already had strong recognition, acquisition costs needed to come down for Meta activity to drive sustainable growth.
Another challenge was audience mix. The clientele was heavily skewed towards repeat customers, meaning the campaign needed to attract more new faces while still preserving engagement from existing audiences.
The team also had to maximise performance within Meta’s campaign constraints. This required careful objective testing, audience segmentation and campaign structure refinement to find the most efficient path towards reservations and event interest.
Total Health Chiropractic is a chiropractic care provider in Singapore that positions itself around natural healthcare for addressing pain concerns and improving overall wellbeing. Its website states that it has served people in Singapore for over 13 years and offers chiropractic care across multiple clinic locations, including CBD, Clementi, Orchard, Paya Lebar, Tampines and Toa Payoh.
The initial challenge
Total Health Chiropractic partnered with First Page to improve lead generation, optimise cost per lead and scale campaign performance in Singapore’s competitive chiropractic market.
The main challenge was intense competition. The chiropractic industry in Singapore made it difficult to generate quality leads at an efficient cost, especially when competing for high-intent search demand.
The campaign also needed to balance two priorities at once: reducing CPL while increasing lead volume. Lowering costs alone would not be enough if it reduced enquiry volume, while increasing volume without cost control would weaken campaign efficiency.
First Page needed to build a paid search strategy that could capture users actively searching for chiropractic care while improving the quality and efficiency of the lead journey.
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