“Before we met OMD we had a poor performing website, SEO wasn’t really there, and a bit of a flimsy Google and Meta approach. After we met OMD and with their guidance we had a new website, and we had really strong SEO and it’s still climbing. We’re now starting to see the hockey stick. It does take a bit of time and investment, but Michael and Huyen have been very patient with us. We’ve definitely increased our leads dramatically, now starting to see them convert more and more, and we’re getting more business through Hair Transplants Melbourne.
In terms of our bookings, we were probably averaging about a month in advance, but now we’re starting to move into the two to three month in advance territory, which is a huge win for us and gives us certainty about the future. As any business owner would know, sometimes it’s a roller coaster of emotions through that whole period. Sometimes you get peaks, sometimes you get troughs. So knowing that we’ve got at least two to three months in advance gives us that sense of security and confidence.”
Tim Cant
Director, Hair Transplants Melbourne, 281 Moreland Road, Coburg
www.hairtransplantsmelbourne.com.au
The Situation
Hair Transplants Melbourne is an established hair restoration clinic in Coburg, Melbourne, with more than 20 years of practice behind it. Every procedure is performed by the clinic’s own doctors, Dr Paul Robinson (MBBS (Hons), PhD (Biochem), BSc (Hons), FRACGP) and Dr Paul Spano, who trained under Dr Richard Shiele, one of the founding figures of hair transplant medicine. The clinic’s five-person team carries more than 100 years of combined experience.
When the Hair Transplants Melbourne clinic came to Online Marketing For Doctors (OMD) in 2024, it had a strong reputation but no reliable way to turn it into patients. In the words of co-director Tim Cant, the clinic had a poor performing website, SEO that wasn’t really there, and a flimsy Google and Meta approach. Advertising spend and the leads it produced had been unstable, so the clinic could not say what a lead or a new patient cost. There were no dedicated landing pages for paid traffic. Surgery bookings ran about a month ahead. And the clinic was competing for the same Melbourne patients as Hair Doctors, Gro, Medihair, Crown, Atlantis and the overseas clinics advertising into Australia.
Results
- A new website and dedicated landing pages built around doctor-performed hair restoration
- Total website users up 95.86% year on year (5,253 vs 2,682)
- Organic users up 109% year on year , with organic clicks from Google rising to 1,738 per month in the second year
- #1 organic result on Google for “hair transplant Melbourne” and #1 sponsored result
- First clinic named in Google’s AI Overview for “FUE hair transplant Melbourne”, and ranked in ChatGPT’s top three hair transplant clinics in Melbourne as “Best for technique options & aftercare”
- Google Ads conversions up 87% and cost per conversion down 40% over eight months
- Meta ads producing 96 leads in a single month
- Surgery bookings extended from about one month ahead to two to three months ahead
What We Implemented
Technique 1: Rebuild the Website Around Doctor-Performed Hair Restoration
We rebuilt the Hair Transplants Melbourne website around the points of difference the clinic could prove: every procedure performed by Dr Paul Robinson and Dr Paul Spano, an individual consultation with the doctor, FUE and FUT options including no-shave and minimal-shave procedures, specialist care for male, female and transgender patients, transparent pricing, and 12 months of aftercare. The enquiry paths patients already used, the free quote form, the call-back booking calendar, text-us-your-photos and live chat, were kept.
Why: every funnel in the campaign, Google Ads, Meta, Google Business Profile and organic search, ends on the same website, and a hair transplant is a major decision that patients research over weeks. The site has to prove the doctors’ expertise and make the next step easy for a visitor arriving from any channel, or the traffic each channel produces is wasted.
The result: total website users up 95.86% after the first 12 months, with every traffic channel growing: organic search up 60%, paid search up 33% and direct traffic up 428%.
Website home page: https://hairtransplantsmelbourne.com.au/
Hair transplant page: https://hairtransplantsmelbourne.com.au/hair-transplants/
Doctors: https://hairtransplantsmelbourne.com.au/about/
Technique 2: Dedicated Landing Pages for Paid Campaigns
We built dedicated landing pages for paid traffic, led by a Hair Transplant page built around the “Go Bold. Not Bald.” message and a 15-minute phone consultation, with a second page for non-surgical hair loss treatment enquiries. The pages carry before and after results, FUE versus FUT guidance, transparent pricing and payment plan options, the doctors’ profiles, FAQs and a single enquiry form.
Why: paid traffic arrives with a specific intent and a cost attached to every click. A dedicated page matches that intent, removes the competing navigation of a standard website page, and lets every conversion be measured back to the campaign that produced it, so spend can be moved to what works.
The result: landing page enquiries and phone consultation bookings are now tracked as separate conversions in Google Ads and Google Analytics. In a single month of the second year,, phone consultation bookings from Google Ads rose 64% month on month to 22.57, and landing page enquiry forms rose 181%.
Technique 3: Audit and Restructure the Google Ads Account
Going into the second year, we audited the account campaign by campaign, mapping conversions by campaign and by month to find where budget was being spent without producing consultations, and identified the seasonal pattern in hair transplant demand, which peaks from January to May. We then put daily conversion tracking against a monthly target in place, so that performance is managed inside the month.
Why: demand for hair transplants is seasonal, and an account that spreads budget evenly across every campaign starves the ones that produce patients. Concentrating spend where the conversions are, and measuring daily, is what turns an unstable ad account into a predictable source of consultations.
The result: Google Ads conversions rose from 14.71 a month to 27.57, up 87% in eight months, while the cost per conversion fell by 40% over the same period. The core keywords now draw click-through rates of 11% to 17%, against an average of 6.6% for healthcare search ads in the published WordStream and LocaliQ benchmarks, and the clinic holds the #1 sponsored position on Google for “hair transplant melbourne”.
Technique 4: Full-Funnel Meta Ads Built Around the Doctors
We set up Facebook and Instagram advertising as a full funnel: an awareness campaign introducing the clinic and its doctors to men aged 30 to 60 across Melbourne, and a lead generation campaign using Dr Robinson’s sit-down interview video, the “Go Bold, Not Bald” message and instant forms, so a prospect can enquire without leaving the platform. In the second year we tested a messaging campaign with video and carousel creatives to keep the account supplied with fresh, proven ads.
Why: people on social media are not searching for a hair transplant when they see an ad, so one ad cannot carry a prospect from first awareness to a consultation. Showing the doctor himself on camera is the proof behind the clinic’s promise of a doctor consultation with no sales team, and instant forms remove the friction that stops an interested prospect from enquiring.
The result: in the first year the lead generation campaign produced 96 leads in a single month, reaching 42,885 people, at a cost per lead of less than half the published healthcare benchmark for Facebook lead campaigns (around $40 to $50 per lead). In the second year the account has held a click-through rate of up to 2.19%, more than double the 0.83% healthcare benchmark for Meta ads.
Technique 5: Google Business Profile Management
We manage and optimise the clinic’s Google Business Profile so that Hair Transplants Melbourne is accurately and completely represented for hair transplant searches in Melbourne, with regular posts drawn from the clinic’s own content and all profile details kept current.
Why: for a location-based procedure, Google Maps is where patients shortlist clinics and often the first place they call or request directions. Google also treats the profile as a primary signal of what the business is and where it operates, so an accurate, active profile supports local ranking as well as the decision to enquire.
The result: in the second year the profile recorded 353 interactions, 52 call clicks, 136 direction requests and 165 website clicks in a single month, with interactions up 23% and direction requests up 33%.
Technique 6: OMD High Performance 9 Step SEO Process
We applied our 9 Step SEO Process to Hair Transplants Melbourne, with the emphasis on three areas: unique content for the procedure and blog pages that answers the questions patients search for before they enquire, from what a hair transplant costs in Australia to FUE versus FUT and everyday questions about hair loss; the technical and on-page foundations that let Google index and rank every service; and building the site’s authority so that it earns the top positions for the searches that matter.
Why: hair transplant patients research for months and compare clinics on doctors, technique and cost. Paid search charges the clinic for every click; organic search delivers the same patients at no cost per click and compounds over time. The clinic that answers patients’ questions thoroughly is the one they trust when they are ready to book, and the one Google ranks first.
The same authority now decides which clinics Google’s AI Overview and ChatGPT name when a patient asks them for a recommendation: AI answers are built from the pages that rank, the doctors they name and the questions they answer, so a clinic that owns organic search is the clinic the AI engines recommend.
Examples of blog posts:
https://hairtransplantsmelbourne.com.au/blog/how-much-does-a-hair-transplant-cost-in-australia
https://hairtransplantsmelbourne.com.au/blog/best-shampoo-hair-loss
https://hairtransplantsmelbourne.com.au/blog/can-you-wear-hat-after-hair-transplant
https://hairtransplantsmelbourne.com.au/blog/does-creatine-cause-hair-loss
The result: organic users up 109% year on year in the second year. Organic clicks from Google went up from 480 per month to 1,738 in six months. The keyword “hair transplant melbourne” was at an average position of 5.57 with clicks up 91%, and the #1 organic result on Google for “hair transplant melbourne”. Organic search is now the clinic’s largest traffic channel, delivering 40% to 47% of all website users.
The AI search result: The clinic’s authority and SEO performance had carried over into AI search. For the search “FUE hair transplant Melbourne”, Google’s AI Overview names Hair Transplants Melbourne first among the leading doctor-led clinics in Melbourne, ahead of its competitors. It’s also shown as one of the top choices for “Top FUE Clinics in Melbourne”. Furthermore, ChatGPT recommends the clinics as one of the “top three hair transplant clinics in Melbourne”,stating it’s best for the technique options & aftercare.
Technique 7: OMD High Performance 9 Step SEO Process
We applied our 9 Step SEO Process to Atlantis Medical. The process covers every area that decides whether a clinic is found, trusted and chosen in search, and for Atlantis Medical the work, and the results it produced, fall into five areas.
Search demand and keyword strategy
When the clinic came to OMD it was missing out on search demand for its key services. A single procedure page cannot rank for every question a Melbourne hair transplant patient asks, so the hero page carries the commercial searches, “hair transplant Melbourne” and the procedure terms, and the blog carries the research questions, from the FUE versus FUT comparison through to cost, recovery and “best hair transplant” questions, with each one supporting the other.
The result: by March 2025 Atlantis Medical was on page one of Google for “hair transplant Melbourne”, organic search was the largest acquisition channel at 69% of website users, organic users were up 20% month on month, and website key events were up 40% month on month.
Where Hair Transplants Melbourne Is Today
Hair Transplants Melbourne now has a website that converts, the #1 organic and #1 sponsored positions on Google for its main procedure, a Google Ads account that produces consultations at a known and falling cost, a Meta funnel that steadily delivers new leads, and reporting that follows every enquiry through to a booked procedure. In the most recent reported period, 117 leads became 44 consultations and 10 booked procedures, a return of 8.6 times the clinic’s marketing investment. The surgery list that used to run a month ahead now runs two to three months ahead.
Two years in, the engagement continues: the clinic receives a full digital marketing report every month. We regularly publish new content and examine which efforts can be improved, with a strong focus on Google search ranking for key search terms and the AI platforms as new organic discovery funnels.
What Other Doctors, Surgeons,
Clinic Owners Say About Us
“They have methodically transformed my digital presence and my sales have gone through the roof. I have not been disappointed and to be honest, they have exceeded my expectations. I look forward to a long relationship with OMD.”
Dr Geoff Cashion
Owner of Vasectomy Australia
“We’ve seen a significant increase in our website traffic and enquiries by over 300%, with an obvious uptake in new patient enquiries and conversions coming through the clinic. We’ve seen a complete turnaround in our online presence in several spaces that we are advertising in.”
Ms Christy Xuan
Owner of Lumiere Beauty Clinic
“They put together a comprehensive strategy and plan to improve our digital marketing presence (SEO, PPC ads, Website Content and Landing Pages), and so far we can see obvious improved results from the work that they have done.”
Dr Chandran Arianayagam
Plastic Surgeon/Owner of PCLS Coffs Harbour
“It’s now been 4 months and I am nothing but impressed with this team. They’ve delivered above their projections and continually over-deliver on their promises. The team is quick to respond to any issues, their professionalism is second to none.”
James Zagarella
General Manager of Dr Hodgkinson Clinic
“Enquiries have gone crazy and the number of enquiries has increased three-fold ever since they started 6 months ago. The team and Huyen have been very responsive to support us along the way with our IT problems, they are very thorough and results-driven with their work. We would highly recommend them.”
James Nadin
CEO of ICCM & Crown Clinic
“We found that we are spending almost one-fourth of our previous budget and getting double the conversion which is a great deal to achieve in a short period of time.”
Dr Mark Attalla
Cosmetic Surgeon / Owner of Chelsea Cosmetics
“We’ve seen a significant increase in our website traffic by over 200%, we’ve gone from having 12 enquiries to anywhere from 50 to 100 enquiries in a month, while consistently filling our list times at the hospital.”
Dr Michael Yunaev
Cosmetic Surgeon, Specialist Breast (Oncoplastic)
“Over the last 12 months we have increased the web traffic by over 100% and also increased the conversion by over 100%.”
Dr Naveen Somia
MBBS, PhD, FRACS Plastic Surgeon
“The number of requests for consultations is at least doubled from the last 5 months, which is a very good sign. I’ve enjoyed working with both principles.”
Dr Darryl Hodgkinson
Plastic Surgeon / Owner of Double Bay Day Surgery
