The problem
A Melbourne aesthetic clinic was buying high-intent procedure traffic that bounced at the landing page. The legacy page led with substance-side framing and a transformation slider. Conversion rate sat at 1.4% and CPMs had climbed quarter-on-quarter as platform-side healthcare ad policy tightened.
The constraint
Healthcare ad policy on Meta and Google has tightened quarter-on-quarter — substance-side cosmetic creative gets paused, sometimes silently, sometimes with a manual review window. Procedure-side framing is the only durable pattern: it survives platform tightening AND AHPRA's revised cosmetic guidance, AND it converts because procedure buyers are buying procedures, not products.
The approach
Landing pages rebuilt around the procedure category, the consultation format, and fee transparency — not the substance, not the transformation. Imagery reset to practice-environment and clinical-detail photography. Compliance review at wireframe, not at proof. Paid creative re-cut to match the page's framing rather than the inverse.
The outcome
Cost per consult down 28% across the first two reporting cycles. Conversion rate rose from 1.4% to 3.6% on the rebuilt page, with platform-side quality score lifting in parallel and narrowing the CPM premium. The procedure-side creative has run through one further AHPRA clarification without revision.