Skin Ritual · Consumer brand · Google Ads, social, email and SEO
A clinic booked beyond its capacity target.
Skin Ritual is a skin clinic offering personalised treatment plans. I've led its marketing for more than two years, with Google Ads, social, email and SEO working together under one plan.
The goal
Fill the clinic's appointment book consistently, grow revenue and make every marketing dollar accountable, while keeping the brand's personal, client-first voice.
What we did
- Google Ads. Performance Max and Search campaigns working together, with budget balanced towards what's most valuable to the business, starting with direct bookings.
- Social. Growing the clinic's following and credibility, then using that engagement to reach new audiences, including people similar to its best customers.
- Email. Mailchimp automations that keep the clinic's personal service intact while giving time back to the team.
- SEO and AI search. Technical fixes, content built around key treatments and visibility in AI tools. The clinic now shows up for people researching treatments on Google and in ChatGPT.
- Strategic oversight. One view of every channel against bookings and revenue, and clear decisions on where the next dollar should go.
The results
Revenue grew 43% over two years, comparing January to September 2026 with the same months in 2024. Growth has been steady, with almost every month up on the same month a year earlier.
The appointment book has filled to match. The clinic now runs close to 90% of its appointment capacity target on average, and recently went past it, reaching 104%.
Search has become a stronger source of bookings too. Conversions from organic search are up 30% year on year, and visits from AI assistants such as ChatGPT have grown tenfold, with those visitors now booking regularly.
"Mylène has a rare ability to truly understand the business behind the marketing. She brings thoughtful strategy, creativity, and care to her work, and I wouldn't hesitate to work with her again or recommend her to others."
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