CAC reduced 40% for a Delhi plastic surgery practice through intent-led restructuring
-40% CAC
The starting position
A respected Delhi plastic surgery practice had seen its customer-acquisition cost climb for four consecutive quarters. The team believed they had a creative problem; the data told a different story.
The root cause
Root cause was channel-mix imbalance, not creative. Over 70% of budget sat in broad-match Google Search. Meta Advantage+ was under-utilised. High-intent YouTube placements were untested. Attribution was last-click and invisible to upper-funnel signals.
What ICG built
Moved to a DCG (Demand Capture vs Demand Generation) split. Rebuilt Meta Advantage+ with outcome-ready creative. Added YouTube in-feed for consideration. Installed Meta CAPI + GA4 server-side tagging for cleaner attribution.
DCG budget allocation model, Advantage+ creative library, YouTube consideration layer, server-side conversion API pipeline.
What changed,
measurably.
Over 6 months:
- Blended CAC down 40%
- Meta Advantage+ contributed 38% of booked consults (from 9%)
- Cost-per-consult down from ₹4,200 to ₹2,480
- Share of qualified leads up 2.3x
Hear it from other ICG clients.
"Scale up of organic channels and business consulting. ICG has absolute domain authority in their field."
"What Ichelon accomplished — they got all my ideas and worked over 3-4 months to create an amazing, super-customised website."
"Working with ICG felt like working with an in-house growth team that happens to specialise in healthcare."
Want results
like these?
Every ICG engagement begins with a 30-minute Brand & Growth Diagnostic.
