How an Austin plastic surgeon became a breast and body specialist and turned it into 7 to 8 new surgical patients a month.
An Austin plastic surgeon came to us after working with an agency that "specialized in healthcare" but had given him the same generic website it could have given any doctor. His real strength, breast and body surgery, was nowhere in his story. We rebuilt his website and his Google Ads around that specialty. In the first 12 months the new system produced about 315 qualified leads at $75 each on roughly $2,000 a month in ad spend, and Google Ads alone now brings in 7 to 8 new surgical patients a month.
~315
Qualified Leads in 12 Months
Apr 2025 – Mar 2026
$75
Cost Per Qualified Lead
First 12 months
156
Inquiries in Peak Month
January 2026, ~32 qualified
7–8
New Surgical Patients / Month
Google Ads alone, practice-reported
Snapshot
Client snapshot.
- Location
- Austin, Texas
- Practice type
- Plastic surgeon specializing in breast and body surgery
- Core procedures
- Mommy makeover, tummy tuck, breast augmentation, liposuction and body sculpting
- Audience
- Women across the Austin metro (Round Rock, Cedar Park, Georgetown, Westlake) researching breast and body surgery
- Channel
- Google Ads (search)
- Engagement
- Repositioning + website rebuild + Google Ads rebuild, after leaving a prior agency
The Problem
A specialist marketed like a generalist.
Before coming to Practice Growth Co, this surgeon worked with a marketing agency that described itself as specializing in healthcare. What he got was a template: a generic website that could have belonged to any plastic surgeon, anywhere.
That was a real cost. His work is concentrated in breast and body surgery, the procedures Austin women most often seek him out for. But a patient landing on his site couldn't tell. There was no clear specialty, no story about why he focuses where he does, and nothing that set him apart from the dozens of other Austin surgeons that patient was comparing him to.
In plastic surgery, a generic story is expensive. Patients researching a mommy makeover aren't looking for a surgeon who does everything. They're looking for the surgeon who does their procedure best.
From the Field
“"Healthcare marketing" isn't a specialty. Every surgeon has a story about the patients they're best for, and most agencies never ask. His story was breast and body. Once the website and the ads said that clearly, the right patients recognized themselves in it.”
Mike Funkhouser
Founder, Practice Growth Co
Audit Findings
What the previous agency's setup was missing.
None of it was broken. All of it was generic.
Template website with no point of view
The site listed services without saying what he was known for. Nothing on it would help a patient choose him over the next surgeon in her search results.
Specialty invisible in the messaging
Breast and body surgery, the core of his practice, received the same weight as every other service. His strongest procedures had no story behind them.
Ads that didn't match what patients search for
Austin patients search for specific procedures, "mommy makeover Austin", "tummy tuck Austin", and they compare the handful of surgeons who show up for those terms. Generic messaging meant those searches met a generic answer.
The Rebuild
Pick the specialty. Build everything around it.
Repositioning as a breast and body specialist
We rewrote his story around the procedures he's best at and the patients he serves: Austin-area women, often mothers, looking to restore their shape after pregnancy or weight change.
A new website that leads with the specialty
The rebuilt site walks a patient through his procedures, his approach, the patient journey from first contact to recovery, and real patient testimonials. Every section reinforces one message: this is the surgeon for breast and body.
Google Ads rebuilt around specialty searches
Campaigns focus on the searches Austin patients actually type for his specialty, led by mommy makeover, tummy tuck, breast augmentation, and liposuction, targeted to the metro, with ad copy built on natural results, personalized plans, and full aftercare.
Engagement Timeline
Apr 2025
New website and campaigns launch
May–Jun 2025
117 and 124 inquiries per month
Dec 2025
134 inquiries, ~31 qualified leads
Jan 2026
Peak: 156 inquiries, ~32 qualified leads
Mar 2026
~315 qualified leads (1,189 inquiries) in the first 12 months
Results · First 12 Months
About 26 qualified leads and 7 to 8 surgeries a month, on about $2,000 in ad spend.
A qualified lead here is an inquiry the practice screened as a real consultation candidate: the right procedure, a realistic timeline, and able to come in. Raw inquiries ran much higher (1,189 in the first 12 months), but qualified leads are what the practice plans its schedule around, and they are what the $75 figure measures.
Results · First 12 Months
By the numbers.
~315
Qualified Leads
Apr 2025 – Mar 2026
$23,643
Total Ad Spend
~$2,000 / month
$75
Cost Per Qualified Lead
12-month average
7–8
New Surgical Patients / Month
Booked from Google Ads alone, practice-reported
Monthly Google Ads inquiries (all form fills and calls)
See how these numbers compare with the other plastic surgery accounts in The Plastic Surgery Ad Spend Report 2026. For the market itself, see plastic surgery marketing in Austin.
What Carries Over
Lessons for surgeons who feel like just another option.
"Healthcare agency" isn't the same as knowing your specialty
Generic healthcare marketing produces generic results. The work that moves numbers starts with understanding what makes one surgeon different from the next.
Narrowing the message widens the pipeline
Leading with breast and body didn't shrink his audience. It made him the obvious choice for the patients who were already searching for exactly that.
Positioning pays off on day one
Because the website and ads launched together with one clear story, the account produced over 100 inquiries a month in its second month. There was no long ramp-up.
If your marketing could belong to any surgeon
Let's find the story only you can tell.
If your website and ads don't say what you're best at, you're competing on price with every surgeon in your market. Book a strategy call and we'll show you how we'd position your practice and what we'd rebuild first.
Continue exploring
Related work and reading.
Services
Related services
Specialties
Related specialties
Combos
Specialty + service pages
Case Studies
Outcomes from similar engagements
How a Phoenix plastic surgeon went from 1 lead a month to 8 to 10 new surgical patients a month after rebuilding his website and ad strategy.
A board-certified plastic surgeon in Phoenix was running Google Ads to a generic website that didn't show what made his work different. In July 2025 the account spent $1,497 and produced one lead. We rebuilt his website around the procedures he performs most, gave each one its own page with a proper before-and-after gallery, and rebuilt the campaigns to match. Leads became steady within a month. Once the new system proved itself, the practice doubled its budget, and by July 2026 the same account was producing about 40 qualified leads a month at $75 each, and Google Ads alone was putting 8 to 10 new surgical patients on his schedule every month.
How a Salt Lake City plastic surgeon went from 1 or 2 surgeries a month to 7 or 8 on the same ad budget by focusing on the surgery he loves.
This Salt Lake City surgeon was marketing himself as someone who does everything: faces, noses, ears, eyelids, breasts, bodies. What he actually wanted was a practice built around body contouring. We rebuilt his website, landing pages, story, and search presence around that focus. On the same monthly budget of about $5,000, the account went from 15 to 25 leads and 1 or 2 surgeries a month to 75 leads in January 2026 at about $60 each, and 7 to 8 surgeries a month. More leads, and far better ones.
How a plastic surgeon produced 12:1 ROAS in month one with a minimalist, trust-first digital build.
The surgeon wanted to attract higher-value patients but the existing brand and website looked like every other promotional plastic surgery practice. We rebuilt the brand and website around trust signals, refined design, and a non-promotional voice that answered 'why this surgeon' before the patient ever called. Revenue grew with higher-value patients arriving already aligned with the surgeon's positioning.