The problem
A Queensland cosmetic day-surgery practice was losing high-intent paid traffic at the landing-page step. CPMs were rising, conversion was falling, and the existing landing page had been written before the most recent AHPRA cosmetic guidance update.
The constraint
Cosmetic landing pages have two audiences competing for the same square inch — high-intent procedure traffic, and regulator review. Most pages built before AHPRA's 2024 cosmetic guidance update converted on transformation imagery and testimonials; the revised guidance ruled both out. The replacement had to convert without those levers, against a tightening platform-policy backdrop on top.
The approach
We rebuilt the cosmetic-procedure landing-page system end-to-end — copy, layout, image policy, consultation flow — under the revised guidance. Page-level a11y was added at the same time so the cost of rebuild compounded.
The outcome
Cost-per-consultation fell 31% across the next two quarters, with page-level conversion rising 18% as the rebuilt funnel landed. The new pages held through the practice's medico-legal review unamended.