Medicus Zentrum: seven locations, one lead machine

Starting point

A growing plastic and aesthetic surgery practice group with seven locations in the East Westphalia region of Germany. Demand was there, just unevenly spread: some locations were fully booked while others ran below capacity. Inquiries kept coming in, but nobody could say for sure which channel had brought them. Reviews sat unanswered, and every advertising push had to be planned separately for each location.

Add to that the reality of the industry: advertising for medical services is tightly restricted by Germany's medical advertising law (HWG). Copy that would be perfectly fine in another industry can get you a cease-and-desist letter here.

The system

Instead of one-off tactics, we built a machine where every part reinforces the others:

• Google Ads campaigns per location, five currently active, managed on cost per lead
• Seven Google Business Profiles in daily operation: posts, photos, replies
• A content pipeline producing 5-7 posts per week across four channels, plus localized variants for each location
• Review growth via SMS invitations sent individually by the practice team, with built-in duplicate protection
• Tracking all the way to the appointment: a dedicated phone number per location, form attribution, a lead list

Every piece of copy goes through an HWG compliance check before it is published. No promises of cures, no before-and-after photos, and no restricted drug name in the ad. That is not a parking brake. It is the reason the campaigns keep running instead of getting shut down.

Results

The most important effect is not in the table. The group now knows, for each location, what a lead costs and where it comes from. Budget decisions are no longer gut calls. They are a numbers question.