Case Study: Delhi plastic surgery practice reduces CAC 40% with ICG (IVF PMS)

Delhi Plastic Surgery Practice cuts CAC 40% with ICG

The Delhi plastic surgery practice was facing a significant challenge as its customer acquisition cost (CAC) had been increasing for four consecutive quarters. The practice initially suspected the issue was with its advertising creative. ICG diagnosed the actual problem as a channel-mix imbalance, with over 70% of the budget in broad-match Google Search and underutilized platforms like Meta Advantage+.

ICG implemented a solution centered on an intent-led restructuring of the marketing strategy. This involved creating a new budget split between demand capture and demand generation, rebuilding the Meta Advantage+ campaigns, adding high-intent YouTube placements, and installing a cleaner attribution system. As a result, the practice saw its blended CAC reduced by 40% over six months, with the cost-per-consult dropping significantly and Meta Advantage+'s contribution to booked consults rising dramatically.