The problem
The client — MD Cosmetic Clinic / Miriam Ichilov, Nahariya (Israel) + a 10–15 km radius. Product: aesthetic medicine, acne/pigmentation treatment, RF lifting, skincare procedures. Audience — exclusively women 25–65, communication in Russian (repatriates) and Hebrew.
The niche: aesthetic cosmetology in a small Israeli town with tight geo (a 10–15 km radius) and a bilingual audience. The value lies in precisely reaching paying women, not in impression volume.
Previous campaigns ran on Facebook's Advantage+ algorithm. Despite a 'Women' gender setting, Advantage+ auto-expanded the audience and showed ads to men — the system deemed them 'likely interested'. Inquiries from the off-target audience didn't convert.
The project's main challenge
The previous Advantage+ campaigns 'burned' budget: the algorithm expanded the audience and showed ads to men, when only women were needed. We had to rebuild the account with a full opt-out of auto-expansions and ensure delivery strictly to women within a 15 km radius — with leads at 40–50 shekels.
Strategy: manual control instead of 'smart' settings
Disabled Advantage+ Audience
No auto-expansions. Gender — strictly women. Geo — Nahariya + 15 km, excluding distant off-target villages.
VIP Women (Luxury)
Interest in brands (Gucci, Chanel, Prada) and jewellery — an audience with money for expensive procedures.
Health care (45–54)
Women interested in anti-age and medical care.
Moms / Married (35–44)
Family women interested in beauty salons.
In Israel it's important to split creatives by language group, so we created separate ad sets for the Russian-speaking and Hebrew-speaking audiences.
Implementation
Period: 1–18 December 2025. We launched 'Engagement' campaigns (WhatsApp/Direct messages). We tested the hypothesis that the VIP audience (both Russian and Hebrew) would convert better than a broad 'Cosmetology' interest audience.
18-day results
| Metric (18 days) | Value |
|---|---|
| Conversations started | 15 |
| Avg cost per conversation (CPA) | 37.97 ILS (~$10) |
| Reach | 6,025 unique in the local radius |
| Best segment (VIP women) | 28.80 ILS (RU) / 36.14 ILS (HEB) — ~30 shekels per lead |
Source: Meta ads account, MD Cosmetic Clinic, 1–18 December 2025.
Switching to manual settings fully cut the off-target male traffic — budget went solely to target-age women in the right city. The 'VIP Women' segment (RU + Hebrew) led, delivering the most effective and cheapest leads — VIP Women (RU) 6 leads at 28.80 ILS, VIP Women (Hebrew) 5 leads. The hypothesis was confirmed.
Project team
The project was run by Alyona Polyukhovich — PPC and targeting (PPC + Meta). Full team and roles on the 'About' page.
What's next
A similar cosmetology case: Facebook/Instagram for cosmetology clinics (DK Beauty). Run an aesthetic-medicine clinic? The concrete next step is to discuss a targeting strategy for your geo and audience.