Paid Media Management for UK Healthcare Clinics

The challenge

Linkwave Communications brought me in to manage paid media for a portfolio of UK healthcare clients, including Manchester Dermatology Clinic, Premier Medical Clinic, and the London School of Medical & Health Sciences. Each client needed a steady, predictable flow of qualified consultation bookings — not just impressions or clicks — from a market where healthcare advertising is tightly regulated and cost-per-click runs high.

The brief was simple to say and hard to do: generate real bookings, every day, at a cost the clinics could sustain.

My approach

I ran paid acquisition across Meta Ads and Google Ads in parallel, treating each platform as a different stage of the funnel rather than duplicating the same campaign twice.

• Audience segmentation — building custom and lookalike audiences around each clinic's highest-value existing patients, layered with intent signals from Google Search for high-purchase-intent keywords.
• Creative direction — designing ad creative (like the "Skin Confidence Starts Here" campaign) that led with a clear, single offer and a low-friction next step: book a free consultation.
• Landing page and funnel alignment — making sure every ad promise was matched by the landing page, which is where most healthcare campaigns quietly lose their leads.
• Continuous optimization — daily monitoring of cost-per-lead and creative fatigue, rotating in new ad variants before performance dropped off.

The results

The campaigns consistently delivered 30+ leads per day per client, with client engagement up 80% after the strategies were tailored to each clinic's specific service lines (mole removal, skin brightening, glutathione IV drips, and general dermatology). Working across three simultaneous accounts also meant building repeatable systems — audience templates, creative frameworks and reporting dashboards — so results stayed consistent as spend scaled up or down.

What I'd tell another marketer

Regulated, high-consideration categories like healthcare punish generic paid media playbooks. The leverage isn't in a clever targeting hack — it's in treating every clinic's offer, audience and landing experience as its own system, then optimizing all three together instead of in isolation.