--- type: "Case Study" title: "Campaign Split by Service Line | Case Study" description: "We split hair, dental and aesthetic campaigns by service line, then built the organic leg with SEO in 10 languages. EsteMoon Clinic case study." url: "https://www.roicool.com/en/case-studies/service-line-campaign-split" lang: "en" dateModified: "2026-08-15" expert: "Mahmud Filoğlu" resource: "https://www.roicool.com/en/case-studies/service-line-campaign-split" alternates: tr: "https://www.roicool.com/vaka-calismalari/hizmet-alanina-gore-kampanya-kirilimi.md" generated: { by: "process:roicool-cms", at: "2026-08-15T07:29:59.558Z" } related: - { title: "Performance marketing", resource: "https://www.roicool.com/en/services/performance-marketing-agency.md" } - { title: "Google Ads", resource: "https://www.roicool.com/en/services/google-ads-agency.md" } - { title: "Meta ads", resource: "https://www.roicool.com/en/services/meta-ads-agency.md" } - { title: "Looker Studio reporting", resource: "https://www.roicool.com/en/services/looker-studio-reporting.md" } - { title: "EsteMoon Clinic", resource: "https://www.roicool.com/en/projects/estemoon-clinic.md" } - { title: "Medical tourism marketing agency", resource: "https://www.roicool.com/en/industries/health-tourism-marketing-agency.md" } - { title: "Royal Hair", resource: "https://www.roicool.com/en/case-studies/google-meta-multi-stage-funnel.md" } - { title: "Serkan Hezar", resource: "https://www.roicool.com/en/case-studies/healthcare-appointment-optimization.md" } - { title: "İstanbul Care", resource: "https://www.roicool.com/en/case-studies/multi-market-ad-architecture.md" } - { title: "Albania Hair Clinic", resource: "https://www.roicool.com/en/case-studies/location-advantage-meta-ads.md" } - { title: "Royal Hair", resource: "https://www.roicool.com/en/case-studies/patient-flow-gain-in-2-months-in-health-tourism.md" } - { title: "SESTEK", resource: "https://www.roicool.com/en/case-studies/sestek-webflow-cloud-dynamics-365-integration.md" } - { title: "Case studies", resource: "https://www.roicool.com/en/case-studies.md" } --- # How did we split campaigns in a clinic with a broad service range? EsteMoon Clinic's services span hair transplants, dental work and aesthetic treatments; we split the campaigns to match that breadth, at service-line level. On the organic side, SEO runs in 10 languages. A $150,000 monthly budget is spread over that structure. ## Measured results - **13x** average ROI (Published average from the clinic's public project record · 2 months (ongoing)). ## Fact sheet | | | | --- | --- | | Client | EsteMoon Clinic | | Industry | Health tourism | | Country | Global | | Industry | Health Tourism | | Country | Global | | Service | Google Ads Agency | ## Case analysis: one campaign setup cannot hold a broad service range A clinic that sells hair transplants, dental work and aesthetic treatments side by side 1 hits a structural problem before a creative one. At EsteMoon Clinic we made the campaign split by service line the working unit of the account: budget and bidding decisions belong to a line, not to the whole account. The group runs several branches 1 and the monthly ad budget is $150,000. 1 Scale is the context of this case, not its argument; what matters is the structure the budget sits on. For a [health tourism marketing agency](https://www.roicool.com/en/industries/health-tourism-marketing-agency) the question is this: how does a broad service range become a campaign breakdown, and how does organic follow? Below: what the split becomes on the account side, where SEO in 10 languages 1 fits, and how the two legs meet. Every figure comes from the clinic's public project record. ## The challenge: different service lines mean different search intent Service lines differ by more than price; search intent and decision time differ too. Someone researching a hair transplant compares options for weeks; someone with a dental problem books far sooner. The same funnel, offer and [landing page](https://www.roicool.com/en/glossary/landing-page) cannot serve both, and one campaign setup averages that difference away. - Intent gap: each service line brings its own questions, comparison criteria and decision window. - Budget drift: pooled into one account, spend flows toward the line that converts cheapest, and the valuable but expensive line goes quiet. - Language spread: multilingual demand does not spread the same way across lines, so one language-and-budget rule fits none of them well. None of this is specific to EsteMoon Clinic; it is structural in any multi-service account. The split is therefore a setup decision, not a reporting preference. A single campaign setup versus a split by service line ## Strategy: turning a campaign split by service line into account structure Three connected moves turn breadth into structure. ### Separating campaigns by service line The unit of the split is the service line. In Google Ads and Meta Ads alike, each line lives in its own campaign set; hair, dental and aesthetic run as separate builds. 1 Budget, bidding and landing page matching drop to line level, so one line's performance no longer disappears into another's average. ### Giving Google Ads and Meta Ads different jobs Both channels run together and both carry the same split. 1 Google meets demand at the moment of search; Meta builds it before the search happens. Because the unit is the same on both sides, cross-channel comparison holds. Line-level account setup and bid management run through our [Google Ads agency](https://www.roicool.com/en/services/google-ads-agency) team. ### Spreading the budget over the structure The $150,000 monthly budget 1 is not released from one pool; it is spread over the split, with the service line as the deciding unit. Conversion data is captured without loss through the Conversion API (CAPI), 1 which makes line-to-line comparison trustworthy. Reporting runs in Looker Studio. 1 - Separate the service lines. - Define each line's search intent. - Match campaigns to landing pages. - Close the tracking gap with CAPI. - Allocate budget by line performance. Turning a service range into a campaign split ## The organic leg: SEO consulting in 10 languages Advertising buys visibility; organic work makes it last. EsteMoon Clinic's [SEO consulting](https://www.roicool.com/en/services/seo-consulting) runs in 10 languages, 1 and that single line is the whole public scope of the organic side. What follows is the route we take when we build a multilingual organic leg. The method: each language works with its own content, versions are mapped to one another with hreflang tags, and the service-line separation holds at page level. Versions of the same service should not compete in search results. Sharing one split across paid and organic ties them together: once it is visible which line draws demand in which language, content priority and budget read one table. Which languages, which pages, which rankings — the public record does not say. It states only that the work runs in 10 languages; 1 the setup logic here is ours. ## Results and takeaway: what the split made possible The clinic's published figures: an average 13x [return on investment](https://www.roicool.com/en/glossary/roi) , 1 a conversion rate of 7% (reaching up to 8% depending on the campaign) 1 and a lead cost of $13 (which can vary seasonally). 1 The brackets matter: these are ranges that move with the campaign and the season, not fixed commitments. The clearest gain shows in the reading: which line brings patients at which cost is visible separately, and the budget decision is renewed against it. The engagement is two months old and still running, 1 so this is not a closed success story but a structure under active optimization. The figures come from the [EsteMoon Clinic project page](https://www.roicool.com/en/projects/estemoon-clinic) . Breadth alone is neither an advantage nor a handicap. Once it is manageable, scale stops being a risk and works as leverage — and what makes that possible is not the budget's size but the split underneath it. ## Source - [EsteMoon Clinic — Project Page](https://www.roicool.com/en/projects/estemoon-clinic) ## Client view > After we started working with Roicool, our patient inquiries increased steadily. The strategic management of our ad campaigns and transparent reporting let us follow the process with confidence. > > — EsteMoon Clinic Team ## Services used in this case ### Performance marketing [Performance marketing](https://www.roicool.com/en/services/performance-marketing-agency) ### Google Ads Performance marketing [Google Ads](https://www.roicool.com/en/services/google-ads-agency) ### Meta ads Performance marketing [Meta ads](https://www.roicool.com/en/services/meta-ads-agency) ### Looker Studio reporting Data and measurement [Looker Studio reporting](https://www.roicool.com/en/services/looker-studio-reporting) ## The work itself: the project page ### EsteMoon Clinic EsteMoon Clinic is a multi-branch clinic group offering hair, dental, and aesthetic treatments worldwide. We manage Google Ads, Meta Ads, and 10-language SEO together, backed by a complete CAPI setup. [EsteMoon Clinic](https://www.roicool.com/en/projects/estemoon-clinic) ## Expert Mahmud Filoğlu, Managing Partner ## Industry - [Medical tourism marketing agency](https://www.roicool.com/en/industries/health-tourism-marketing-agency) ## Similar cases ### Royal Hair: how did we split a $60,000 budget between two different jobs? Royal Hair [Royal Hair](https://www.roicool.com/en/case-studies/google-meta-multi-stage-funnel) ### Performance marketing optimization: 150% increase in appointments Serkan Hezar [Serkan Hezar](https://www.roicool.com/en/case-studies/healthcare-appointment-optimization) ### How we built the ad architecture for a multi-market health tourism brand İstanbul Care [İstanbul Care](https://www.roicool.com/en/case-studies/multi-market-ad-architecture) ### How did we turn a Tirana clinic's location into a Meta Ads strategy? Albania Hair Clinic [Albania Hair Clinic](https://www.roicool.com/en/case-studies/location-advantage-meta-ads) ### How to generate patient flow from scratch in 2 months for medical tourism Royal Hair [Royal Hair](https://www.roicool.com/en/case-studies/patient-flow-gain-in-2-months-in-health-tourism) ### SESTEK: how we connected Webflow forms to Dynamics 365 SESTEK [SESTEK](https://www.roicool.com/en/case-studies/sestek-webflow-cloud-dynamics-365-integration) Breadcrumb: [Home](https://www.roicool.com/en) › [Real Success Stories of Brands](https://www.roicool.com/en/case-studies) › How did we split campaigns in a clinic with a broad service range? Related pages: - [Case studies](https://www.roicool.com/en/case-studies) **Let’s talk about a similar result.** A 30-minute intro call about your goal and your measurement, and a clear plan out of it. [Get a proposal](https://www.roicool.com/en/get-a-proposal) Source: https://www.roicool.com/en/case-studies/service-line-campaign-split · Last updated: 2026-08-15