The task
DK Beauty Clinic is an aesthetic-medicine and cosmetology clinic in Kyiv. Product: premium device cosmetology (Morpheus8, Lumecca, Cutera) and injectables (Jalupro, Radiesse). All procedures are performed by dermatologists on original certified equipment.
The audience — women 25–65 with 'mid+' and 'VIP' income: IT specialists, lawyers, business owners and women on maternity leave who care for themselves. The niche: premium device cosmetology at 5,000–12,000 UAH a procedure.
Selling expensive procedures to a cold audience is hard, so the value lies in cheap quality inquiries via direct conversations, not site clicks.
The project's main challenge
High competition in Kyiv and the need to sell expensive procedures to a cold audience. Driving traffic to the site is risky — the client 'gets lost' between pages and never reaches a booking.
The Direct-sales strategy
We decided not to drive traffic to the site (where the client can get lost) but to use the 'Engagement' objective — Direct/Messenger conversations. This lets clinic admins personally consult each lead, closing objections on price and safety. We split the audience not just by age but by psychotype and lifestyle, to adapt creatives and offers.
VIP Women (Luxury)
Interests: luxury brands (Brunello Cucinelli, Loro Piana), business class, travel.
Active Career (25–34)
IT specialists, lawyers, accountants. Interests: career, sport, active care.
Moms & Wives (35–44)
Married women with children. Interests: home, family leisure, parenting + self-care.
Video creatives
Close-up footage of Morpheus8 and Lumecca — removing the fear of pain and showing the doctor's expertise.
Implementation
We used procedure-demo video creatives. Offers raised value: for Morpheus8 — 'Face + neck at the price of face' (higher average ticket); for Lumecca — '-20% on the first procedure' (a first-visit trigger).
Test-month results
| Metric (test month) | Value |
|---|---|
| Conversations started | 51 (budget $478.3) |
| Average cost per lead (CPA) | $9.37 |
| Best segment (VIP women) | 17 inquiries at $7.21 |
| In winter (Dec–Jan) | held reach 28,000+ and CTR 1.4% |
Source: Meta ads account, DK Beauty Clinic, October–February.
The campaign showed the Direct-sales strategy's high effectiveness: video creatives delivered cheap clicks and the right targeting produced quality dialogues. For October — 51 conversations, CPA $9.37 on a $478.3 budget. The leader was the 'VIP women' segment: 17 inquiries at $7.21 (the cheapest and best). Insight: a high-income audience is more willing to take expensive procedures and haggles less.
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 Ads for cosmetology in Israel. Run a premium clinic? The concrete next step is to discuss a Direct-sales strategy for your procedures.