Challenge

The goal for 2025 was clear: Maintain lead generation volume and increase efficiency, without compromising lead quality.

The account was facing:

• high CPCs
• Aggressive competition in Google Ads
• Budgetary constraints in the face of actual demand.
• The need to reduce cost per conversion.

We needed to scale, but with absolute control over efficiency. So, how did we double conversions and reduce the cost per lead by 47%?

In 2025, the Portuguese Institute of the Face recorded significant progress in its digital performance. Impressions grew by 250% and clicks increased by 90%, reflecting a significant expansion of its presence and demand. The number of conversions rose by 138%, accompanied by a 1.6 percentage point improvement in the conversion rate. At the same time, the cost per conversion decreased by 47%, demonstrating a clear gain in efficiency.

This growth also translated into an overall 8% increase in business, consolidating a strategy of sustained scaling, with more volume, greater profitability, and rigorous cost control in a highly competitive market.

Strategy

We designed an approach centered on three pillars:

1. Complete account restructuring

• Segmentation by specialty
• Strategic separation of campaigns
• Granular budget control

2. Highly qualified research campaigns

• Focus on purchase intent
• Conversion rate optimization
• Maximizing print quota

3. Performance Max as a scaling engine

• Incremental fundraising
• Increased coverage
• Maximizing volume efficiently

Goals

The project began in 2025, completely from scratch, without any digital history or prior market presence. The main challenge was launching the brand, generating qualified sales leads while controlling costs, and quickly validating the product's value proposition.

Strategies

An integrated digital strategy was defined and executed, combining online advertising, social media, and content production. Meta Ads campaigns were used to generate awareness and leads at scale, while Google Ads (Search and Performance Max) allowed capturing users with active search intent for medical management solutions.

In parallel, a social media strategy was developed for Instagram and LinkedIn, focused on building credibility, educating the market, and strengthening the brand's presence among physicians and clinical decision-makers. All graphic and audiovisual content, for both social media and paid campaigns, was produced by YELO, including still images, advertising creatives, and videos adapted to each channel and objective.

Between June and December 2025, Meta Ads campaigns generated 138 leads, reaching over 200,000 people and ensuring a strong brand presence from the initial phase. In parallel, Google Ads contributed 112 leads, capturing users with an active intent to search for medical management solutions.

In total, DOC generated 250 qualified leads, consolidating its entry into the market and creating a relevant sales base in its first year of digital operation.

Beyond the quantitative results, this project was crucial for testing messages, channels, and formats, allowing us to identify which arguments and approaches have the greatest impact on the target audience. This continuous learning process has prepared the brand to scale its digital strategy more efficiently and sustainably by 2026.

Lara Faria

Communication and Marketing Manager at IPFace