Case Study · Beauty & Wellness Telehealth Launch

Zero brand awareness to a lead-quality engine, built from scratch.

This brand launched with no funnel, no tracking, and no audience data. I built the acquisition infrastructure end-to-end — then rebuilt it again when the first version brought in the wrong leads.

0

more qualified leads than Campaign A over the same window

0

more qualified leads than Campaign B over the same window

Built end-to-end, not just targeting:

Competitor Research Audience & Keyword Strategy Headlines & Ad Copy Sitelinks & Images Lead Form Design Location Radius Targeting

The Problem

Volume came fast. Qualification didn't.

This brand competes against low-cost, high-volume players like Ro and Hims & Hers, but is priced for a different customer — one who can afford a premium, clinic-backed program. The default setup didn't know the difference.

Targeting

Platform-default audience

Broad, platform-recommended targeting pulled in clicks from far outside the clinic radius and well below the income band the pricing was built for.

Funnel

Generic template page

The out-of-the-box template funnel wasn't written for this audience or this offer — it didn't earn the trust a cold click needs to convert.

What I Built

A four-stage funnel, coded from scratch

Every screen below is the actual live page — brand marks blurred for confidentiality.

Stage 01 · Entry — Opt-In Quiz

Eligibility Assessment

A 7-question qualifying quiz that screens for BMI/health-marker eligibility before any sales messaging — the first checkpoint against income and location criteria.

Filters intent before the sales page, not after
Collects contact info only once eligibility signals are captured

Stage 01 · Continued

Contact Capture

The final quiz step, where the lead hands off name, phone, and email so a provider can reference their answers during the assessment.

Stage 02 · Persuade

Sales Page

Custom-coded to lead with the hybrid differentiator — telehealth convenience plus a real, in-person clinic doctor — the thing low-cost competitors can't offer. Provider video replaces generic stock creative.

Stage 02 · Continued

Fit Filtering, In Copy

A "this is / isn't for you" block placed mid-page, doing qualification work in the copy itself before the lead ever reaches the calendar.

Stage 02 · Continued

Objection Handling

FAQ block addressing speed-to-start, care model, and payment before the final CTA — reducing drop-off from unanswered questions.

Stage 03 · Commit

Calendar Booking

Direct scheduling into a clinic consultation — the point where a click becomes a real, dated commitment.

Stage 04 · Confirm

Thank You

Triggers the automated pre- and post-booking email and SMS sequence, keeping the lead warm before their consultation.

The Pivot

Same traffic budget, rebuilt targeting and funnel

Toggle between what was running before the optimization and what replaced it.

Targeting

Platform-recommended broad audience
No income filtering
No geographic radius logic

Funnel

Default template page
Generic copy, not written for this audience
No clinic-radius or pricing context set

The Results

Qualified leads, same window, same budget tier

Measured against two other concurrent campaigns run over the same period — shown as relative share of qualified leads captured.

This Campaign

100%

Campaign A

~36%

Campaign B

~5%

0

the qualified lead volume of Campaign A, in the same window

RELATIVE COMPARISON

0

the qualified lead volume of Campaign B, in the same window

RELATIVE COMPARISON

Infrastructure & Analytics

What I set up personally

Beyond the funnel itself — the tracking and targeting layer underneath it.

01

Custom-coded funnel

Rebuilt the default template into a purpose-written 4-stage flow.

02

Audience & keyword strategy

Income exclusion, clinic-radius logic, and high-intent keyword research and mapping.

03

Tracking & measurement

Conversion tracking and event setup across the funnel to attribute leads back to campaign and keyword.

04

Local visibility

Business profile setup supporting local search presence for each clinic location.

05

Email automation

Pre- and post-booking sequences triggered automatically from form submission.

06

SMS automation

Twilio number linked with scripted, trigger-based follow-up alongside the email sequence.

The Automation Behind It

Form submit → notify → nurture → close

Three connected workflows: an internal notification the moment a lead submits the assessment, a day 1–15 email + SMS nurture sequence for leads who haven't booked, and an automatic cleanup that removes a lead from nurture and logs the opportunity the moment they book.

Workflow 01

New Lead Notification

Fires the instant the self-assessment tag lands on a contact — an internal notification so no lead sits unseen.

Workflow 02 · Day 1–15

Nurture to Booking

Alternating email and SMS touches with wait steps in between, spaced across a 15-day window for anyone who hasn't booked yet.

Workflow 03

Booked → Clean Exit

The moment a lead books, they're pulled out of the nurture sequence, the opportunity is logged, and a confirmation SMS goes out — no duplicate messages after that.

About

Built by one person, end to end

Mina Choi

Marketing Manager — built the funnel, targeting, tracking, and automation infrastructure for this launch from scratch, then rebuilt it when the data said the first version wasn't working.

Google Ads Funnel Design GTM / GA4 Audience Strategy Email & SMS Automation