From leads to long-term value
From leads to long-term value
Dermapure reworked its paid search strategy to prioritize value over volume. By linking offline conversions to ad performance, we shifted focus to high-potential new clients. The result: +210% in conversion value and +60% in total conversions.
Services
- CRM & Lifecycle
- Digital Transformation
- Marketing Science
- Content & Engagement
Brief
Dermapure, a fast-growing Canadian brand of aesthetic clinics, is expanding into underserved markets. Lead volume was high, but many contacts weren’t converting into new, high-value patients. With key conversion moments happening offline, the media strategy lacked alignment with business outcomes. A smarter, value-driven approach was needed to optimize investment and accelerate growth.
Problem to Solve
The original paid search strategy was delivering a 550% lift in lead volume, but we had no visibility into which of those leads drove actual business value. Without distinguishing new vs. existing patients or understanding clinic-level priorities, the media algorithm continued to prioritize low-cost leads over strategic ones. We needed to reorient toward value, not just volume.
Solution
We rebuilt the paid search strategy around high-value outcomes, integrating first-party data and offline conversions. By capturing user identifiers, we linked ad clicks to clinic visits and retrained the algorithm to prioritize leads most likely to convert. Custom bid strategies, designed in partnership with Dermapure’s BI team, reflected patient value by clinic and service type.
Results
In the first months, conversion value increased by 210%, with total conversions up 60%. The model now prioritizes net-new patients and aligns bidding with long-term business impact. Further gains are expected as platform learning improves and the offline data loop strengthens.
Explore more projects
See all125th Anniversary Campaign
For its 125th anniversary, Desjardins rolled out a two-pronged media strategy to support a bold repositioning. In Québec, a full-funnel plan amplified a message of caring ambition. In the rest of Canada, the “We’re bigger than you think” campaign introduced the brand in low-awareness markets. Smart targeting, channel strategy and pacing drove strong gains in awareness and perceived performance.
Rethinking Financial Puberty
To build trust with young adults aged 18 to 30, Desjardins launched Table Rase, a content platform developed with Radio-Canada to address the financial anxiety many of them experience. A full-funnel media strategy drove qualified traffic via OOH, QR codes, bold social storytelling, retargeted tips and personalized offers. This personalized, traceable ecosystem continues to deliver strong results in 2025.
Optimizing Insurance Acquisition with SEM
In a market shaped by rising costs and tighter regulation, Desjardins reimagined its insurance acquisition strategy. A joint taskforce rolled out a value-based bidding model, shifting SEM investments toward high-value prospects. The result: acquisition targets hit 4.5 months early and lasting improvements in media efficiency.