Solice Health PPC & Meta Ads
Solice Health
Private GP, Longevity & Concierge · HNW London Members · Google + Meta · £10K per month budget
Solice is an integrated private GP, longevity and medical concierge practice in London, founded by orthopaedic surgeon Dr Liza Osagie-Clouard. A discreet, membership-based service, Solice combines conventional medicine with advanced longevity optimisation for a health-conscious, high-net-worth clientele seeking proactive, relationship-based care.
The Objective
Generate consistent, high-quality enquiries for private GP and longevity membership consultations, while operating within strict healthcare advertising restriction. My aim was to reduce blended cost per lead over time through creative and audience testing and PPC keyword optimisation.
The Challenge
Solice operates in a similarly constrained category to aesthetic and clinical healthcare: no misleading claims, no discount-led messaging, and a premium, discreet positioning to protect throughout. Early Meta creative sat at the high end of the £40–£80 CPL target range (as high as £69.44 in week 3), while cold HNW interest-based audiences meant landing page engagement needed to improve before lead volume could scale. Google campaigns needed sharper segmentation to separate high-intent health-assessment and longevity searches from generic brand and competitor traffic.
To meet growth targets, Solice required a results-driven paid media strategy that would:
✔ Bring Meta CPL down within the £40–£80 target range and keep trending lower
✔ Capture high-intent searches via Google Ads across brand, competitor, health assessment and longevity keyword groups
✔ Scale visibility with HNW London audiences without discounting or offer-led creative
✔ Improve landing page engagement and lead conversion rate week over week
The Strategy
Rather than targeting broad health or broad luxury audiences separately, we built a precise audience profile reflecting who Solice's members actually are — blending wellness intent with lifestyle signals to reach a genuinely high-net-worth, health-conscious London audience. Every piece of creative was held to one standard: does this earn trust with a sceptical, time-poor audience fast enough to justify the click. Nothing went live and stayed untouched — messaging, imagery and landing pages were reviewed and refined weekly against real performance data.
On Google, we structured campaigns around distinct search intents — brand, competitor, and service-specific — rather than one blended account competing against itself. This delivered 438 leads at a £23.03 cost per lead and an 8.44% CTR across 24 weeks, well ahead of typical benchmarks for the category.
On Meta, where discounts, offers and before/after proof aren't available, creative precision becomes the primary performance lever. Treating every week as a fresh test — measuring creative, copy and landing pages against cost per lead, engagement and conversion — delivered a 61% reduction in cost per lead, from £44.90 to £17.73, while engagement and conversion climbed steadily throughout.
Attribution
UTM tagging was applied to every campaign from day one, so performance could be judged on a single blended view across Google and Meta rather than two disconnected platform reports. That mattered most in the early weeks: it showed clearly that Google's efficiency was masking a genuine Meta creative problem, rather than the two channels simply performing at different natural rates - which is what justified the pace of weekly Meta iteration.
Results
Key Learnings
Channel Synergy: Google captured high-intent demand efficiently while Meta needed active management to reach the same standard - treating both as one blended budget, rather than judging each in isolation, was what let spend keep shifting toward what was actually working.
Creative Testing: In a restricted healthcare environment with no standard levers available, creative precision became the primary lever. Weekly iteration, not audience expansion, was what closed a 61% CPL gap.
Audience Discipline: Layering health & wellness interests with luxury lifestyle signals — rather than broad health or broad luxury targeting alone — kept a narrow, correctly-priced audience even as reach stayed limited.
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Yes, but with restrictions. Google allows healthcare ads for licensed practices, though certain categories (prescription drugs, some treatments) require certification, and ad copy can't make unverifiable medical claims. For a private GP or longevity practice, this typically means Search campaigns built around service and intent keywords rather than promotional or discount-led messaging. This was the case with Solice Health.
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It varies widely by treatment value and competitiveness, but for premium/private healthcare in London, £20–£50 per lead is a reasonable efficient benchmark for search campaigns with tight keyword segmentation. Solice's Google Ads campaigns achieved a £23.03 blended cost per lead across 24 weeks — toward the efficient end of that range — helped by separating brand, competitor and service-specific keyword groups rather than running one blended campaign.
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Meta prohibits ads implying or asserting personal health attributes (conditions, treatments) at the individual level, and heavily restricts before/after imagery and discount-led offers in health categories. The workaround is creative built on trust and positioning signals rather than claims — audience-level interest targeting (e.g. wellness, lifestyle signals) combined with iterative creative testing, which is how Solice Health brought Meta CPL down 61% without relying on offers or clinical claims.
*This project reflects paid media management across Google Ads and Meta Ads for Solice Health from January to April 2025. All strategy, campaign management, optimisation and reporting was carried out independently.