Why a 90-Day Roadmap Is Essential for Successful Aesthetic Advertising

Launching a successful marketing campaign for your med spa or plastic surgery practice is never as simple as flipping a switch. It’s a layered process that requires strategy, precision, and the right foundation. At Alpine Analytix, we start every engagement with a 90-day roadmap designed to establish that solid strategic foundation from day one.

With two decades of digital advertising experience supporting everything from Fortune 500 brands to growing aesthetic practices, we’ve seen firsthand how this roadmap separates successful campaigns from the ones that fizzle out. It’s a process that delivers clarity, reduces risk, and paves the way for long-term growth. Here’s how it works and why it’s essential.

Why Start With a 90-Day Roadmap?

Unfortunately, many agencies overlook this crucial step. They rush to launch ads, chase early clicks, and show surface-level wins. But jumping straight into campaigns without strategy or alignment leads to missed expectations, compliance risks, and ultimately, wasted spend.

A 90-day roadmap isn’t just about pacing. It’s about clarity and accountability. It defines shared goals and milestones, provides full transparency on tasks, and helps align marketing initiatives with patient acquisition workflows. It ensures your campaign is compliant with industry standards and tailored to the nuances of healthcare marketing. It gives your campaign the structure it needs to succeed in a regulated, competitive environment like aesthetic healthcare. And most importantly, it creates a scalable framework for long-term growth. Without it, you’re flying blind.

Phase 1: Days 1–30

Foundations, Compliance, and Onboarding

We begin with a comprehensive onboarding session that lays the groundwork for every piece of your campaign. This initial meeting, typically lasting 90 minutes, is where we dive into the real details of reviewing your advertising history, evaluating your internal workflows, identifying business goals, and auditing your marketing tech stack. Whether you're transitioning from a generalist agency or starting from scratch, this step gives us a deep understanding of what you need to succeed.

We conduct a detailed audit of your ad accounts, assessing structure, budget distribution, campaign objectives, and tracking setup. We flag areas that aren’t aligned with healthcare advertising policies or HIPAA compliance. If your current setup includes mentions of restricted terms like Botox without the proper certifications, we address that immediately.

Our approach often includes either helping you navigate LegitScript certification or building compliant landing pages using our proven templates.

Our tracking strategy is HIPAA-compliant from day one. We don’t rely on standard Google or Meta pixels. Instead, we use third-party tools specifically designed for encrypted, secure data handling. Each vendor we work with signs a Business Associate Agreement, protecting both your patients and your practice.

At the heart of our approach is the lead intelligence platform. It’s designed to track every interaction, whether it’s a call, a form, or a chat, and ties it back to the source. You get real-time alerts, full transcripts, and insights into lead quality. This system doesn’t just track—it informs. Your front office team can mark leads as qualified or disqualified, and only qualified data is sent back into ad platforms. This feedback loop ensures the algorithms learn from outcomes that matter.

We train your team to use this platform effectively. Whether it’s tagging leads, logging outcomes, or responding promptly to new inquiries, everyone is on the same page. This process transforms lead management from reactive to proactive.

We also tackle the operational side—submitting paperwork for advertiser verification, managing the Local Services Ads onboarding process, and ensuring your accounts are in good standing. These are not just box-checking exercises. They are the foundation that allows campaigns to launch without disruption.

If your website is underperforming or not compliant, we build landing pages focused on speed, clarity, and conversion. Our team handles copywriting, design, and development. We draw from a library of best practices but tailor every element to your brand and services. These pages are engineered for performance.

Phase 2: Days 31–60

Launch, Learn, and Collect Clean Data

With your campaigns live, we shift into the data acquisition phase. This is when we begin to gather insights while maintaining a stable environment for the algorithms to learn. We don’t rush optimization. Instead, we monitor, evaluate, and prepare for smarter decisions.

We collect detailed interaction data from every source. Whether a lead came from Google Ads, Meta, YouTube, or an organic blog post, we know exactly how they arrived and what they did. This allows us to assess each channel’s performance based on actual behavior—not just assumptions.

During this period, we introduce micro-testing. We may test different headlines, try new audience segments, or adjust bidding windows to see how small shifts impact performance. These tests are deliberately limited in scope to avoid disruption. The goal is to collect directional insights without destabilizing the campaign.

Our lead intelligence platform becomes a powerful tool here. Each qualified lead that your team logs feeds data back into the ad platforms. This means Google and Meta begin to understand what a high-quality lead looks like for your specific practice. It’s not just about more leads—it’s about better ones.

This phase helps us build a strong baseline. We start identifying patterns—what procedures are resonating most, which demographics are converting at higher rates, and how your front desk is handling follow-ups. These patterns guide us into the next phase.

Phase 3: Days 61–90

Optimization and Strategic Refinement

By the time we reach this stage, we’ve collected enough data to make meaningful optimizations. We move from broad targeting and volume-focused strategies to more refined, efficient campaign setups. One of the biggest shifts during this phase is adjusting your bidding strategy from Maximize Conversions to Target CPA (Cost Per Acquisition).

This is where our data-first approach really starts to pay off. We analyze cost per lead, consultation conversion rates, and actual revenue by procedure. If you’re promoting high-value services like mommy makeovers, we set a CPA target that aligns with your margins. For lower-cost treatments like chemical peels or facials, we adjust the CPA accordingly.

We also redefine what counts as a qualified lead. Early in the campaign, we cast a wider net to train the algorithms. But now, we tighten the criteria. A qualified lead may now mean someone who booked and completed a consultation, rather than someone who just submitted a form. This improves the quality of data sent to the platforms and helps reduce wasted spend.

Advanced testing begins in earnest. We try new creatives, test alternate landing pages, segment campaigns by location or provider, and experiment with promotional messages. These are not vanity tests. They are structured experiments aimed at increasing ROI.

Our reporting evolves, too. You now have granular visibility into every metric that matters—from cost per consultation to lead-to-procedure conversion rates. These insights support strategic decisions across your entire marketing funnel.

Beyond Day 90

Scale, Specialize, and Win

After the first 90 days, we’ve moved beyond setup and optimization. Now we focus on scale. Because the system has been trained on clean, high-quality data, it’s ready to grow.

We begin expanding campaigns—geographically, demographically, and by service line. If you have multiple providers or locations, we build tailored strategies for each. Each new campaign is rooted in performance data, so growth is targeted and efficient.

We also introduce retention and reactivation strategies. These include automated follow-up sequences for missed consultations, seasonal promotions, or re-engagement campaigns for dormant patients. These strategies boost your return on ad spend by maximizing lifetime value.

At this stage, your dashboard becomes a strategic tool. You can see exactly how many leads came from a specific campaign, what their quoted value was, and how that translated into actual revenue. This level of visibility supports better planning and faster decision-making.

You might choose to test new platforms like YouTube for upper-funnel awareness or Reddit for specific interest groups. You might experiment with new creative formats or adjust your messaging for emerging trends. Whatever the direction, the groundwork is there to support it.

We also work with your team to build in-house capability. Whether it's training someone to manage day-to-day campaign questions or showing your staff how to monitor dashboards and tag leads correctly, we support long-term sustainability.

Final Thoughts:

Why a 90 Day Roadmap for Aesthetic Advertising Matters

A 90-day roadmap is more than a kickoff plan. It’s the blueprint for a long-term growth strategy. It ensures you launch with the right infrastructure, gather meaningful data, and scale with precision.

Too many agencies take shortcuts. They focus on ad execution without strategy, push volume over quality, and report on vanity metrics. That’s not how real growth happens, especially in aesthetic healthcare.

Our approach is different. We don’t just get your ads live. We help you build a system that powers sustainable success. One that’s HIPAA-compliant, data-driven, and built around your specific goals.

If you're ready to move past surface-level wins and start building something that lasts, it starts with a 90 day roadmap for aesthetic advertising.

Want to see what this would look like for your med spa or plastic surgery center? Why Your Aesthetic Practice Needs a 90 Day Marketing Roadmap

Ready to map out your next 90 days? Book a strategy call here: Book a Call

Let’s build something that lasts.