CosMediTour Levelling Up With Paid Ads & SEO
Services: SEO, Paid Ads, Web Design
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Increase In PPC Conversions
%
Increase In Organic Conversions
CosMediTour: Real Results From SERP to Surgery
CosMediTour, Australasia’s largest plastic surgery group, turned to Digital Surfer to transform its digital presence and achieve significant business growth. With operations in both Australia and Thailand, CosMediTour faced challenges with underperforming marketing strategies and misaligned campaign priorities. Digital Surfer partnered with them to deliver a tailored SEO and paid advertising solution, achieving remarkable results and earning industry recognition.
Client Goals & Challenges
The Goal
CosMediTour is Australasia’s largest plastic surgery group, operating across Australia and Thailand. Following a change in management and a significant shift in the market, the brand faced declining performance from its existing Google marketing strategy and a large portion of its internal marketing team was disbanded.
In mid-2024, CosMediTour partnered with Digital Surfer to rebuild their online performance and expand their reach across the Asia-Pacific region, with a renewed focus on the booming Thailand market.
Their goals were clear:
Shift Google Ads focus from Australia to Thailand to better align with market demand and pricing.
Increase total conversions for Thailand by 30%.
Improve lead quality, focusing on form submissions and booked consultations.
Grow organic conversions by 25% across all three CosMediTour websites.
With three websites, differing regulations, and complex audience needs, this was a full scale digital transformation.
The Strategy
Digital Surfer delivered an integrated SEO and Google Ads strategy designed to unify performance across Australia, Thailand, and CosMediSmile, while ensuring compliance and profitability in each region.
1. Data Driven Campaign Restructure
When we took over in June 2024, CosMediTour’s Thailand campaigns were split across 46 ad sets with overlapping targeting and diluted spend. We consolidated campaigns down to 10, directing ad spend toward high value procedures such as breast surgery, rhinoplasty, tummy tuck and mummy makeovers.
Budgets were restructured from 75% Australian and 25% Thailand to 55% Thailand and 45% Australia & Smile, ensuring investment matched business opportunity.
2. Clear Conversion Architecture
We implemented new conversion tracking structures in Google Tag Manager for three lead types. Enquiry forms, online bookings, and detailed assessment forms, providing accurate data attribution and better lead quality measurement.
3. SEO Simplification & Site Consolidation
Across the three CosMediTour websites, we found extensive duplicate pages and fragmented content. To improve user experience and search performance, we:
Consolidated repetitive package pages into detailed procedure hubs.
Developed unique, compliant content for each region within Australian and Smile pages following AHPRA guidelines, while the Thailand site used a more open keyword focus set to capture high-intent international traffic.
Integrated before and after galleries and real client stories to enhance trust and demonstrate real world results (within compliance boundaries).
4. Compliance & Creative Workarounds
Due to Google’s restrictions on medical and cosmetic advertising, ad policies were frequently misapplied causing temporary ad pauses. To counter this, we worked directly with Google Support and introduced a dedicated Australian subdomain without before and after imagery, ensuring campaigns remained compliant while maintaining creative flexibility on the Thailand site.
Our Strategy & Direction
Campaign Results
The Results
The results from June 2024 to August 2025 were exceptional, transforming CosMediTour marketing from fragmented to industry leading.
PPC Performance
Thailand conversions: increased 98% (from 410 to 813).
Lead quality: 23.25% of all Thailand leads came from assessment forms (2,052 of 8,824 Google Ads conversions) the brand’s most valuable lead type.
Budget efficiency: Restructure and optimisation led to higher conversion rates with improved targeting and reduced waste.
Organic Growth
Thailand organic conversions: up 74% (from 291 to 506).
Australia organic conversions: up 99% (from 129 to 257).
Combined, that’s an 82% increase in organic conversions across both regions.
Overall Impact
In just the first three months post restructure, CosMediTour saw a 31.5% increase in sales, continuing to climb month after month. Validating the long term effectiveness of Digital Surfer’s integrated approach.
The Outcome
From a fragmented international presence to a high performing cross regional campaign, Digital Surfer helped CosMediTour realign its strategy with its business goals and audience expectations.
By combining data led optimisation, creative SEO, and compliance driven innovation, we transformed CosMediTour’s visibility across APAC delivering tangible business growth, stronger lead quality, and a scalable digital ecosystem that continues to drive results.
Today, CosMediTour stands as a case study in how strategy, structure, and smart digital execution can turn a business challenge into a global success story.
With Digital Surfer
At Digital Surfer, we don’t just bring you more enquiries. We ensure those leads are the right kind to help you level up your business.
If you’re ready to transform your business and reach your goals, it’s time we had a chat. Our digital marketing team will customise a campaign to help you increase your incoming business and how much each lead is costing you. Leave your details and we’ll get back to you soon, or give us a call.