Services Used:
Meet TruGlow Aesthetics
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.
First Page developed a combined SEM and Meta Ads strategy focused on improving lead quality, lowering acquisition costs and increasing appointment bookings.
The first priority was high-intent targeting. Treatment-specific SEM campaigns were launched and keyword groups were refined to capture users actively looking for solutions such as back acne treatment and MPT HIFU.
Next, First Page improved funnel and landing page optimisation. Landing pages were refined and multiple conversion paths were tested to increase lead intent, making it easier for users to enquire and book.
The team also expanded reach using audience expansion and first-party data. Beauty and K-beauty interests, Advantage+ expansion and lookalike audiences built from first-party data were used to broaden campaign reach while maintaining relevance.
Finally, First Page carried out a creative overhaul. Storytelling-led video creatives were prioritised over static formats, helping TruGlow stand out in a competitive aesthetics market and engage prospects more effectively.
