AAFE

The American Academy of Facial Esthetics trains dentists and healthcare professionals in Botox, dermal filler, and facial esthetics through hands-on courses. The audience is licensed clinicians, and every dollar of conversion value on this account is a course registration.

The Challenge

Search terms in professional medical education are competitive and expensive. A blended account that mixes brand and non-brand traffic hides the question that matters: does cold acquisition actually pay for itself, or is brand demand subsidizing it? For an academy selling high-consideration courses to clinicians, the structure had to keep that answer visible at all times.

The Solution

• Kept a clean brand and non-brand split: a dedicated branded search campaign runs nationwide, around the clock, and is measured separately from acquisition
• Consolidated cold acquisition into a single non-brand search campaign for course and training terms, carrying the bulk of the budget
• Ran a dedicated search campaign targeting dentists, the academy's core audience

The Results

A three-campaign account is unusual, and that is the point: with brand and non-brand cleanly separated, budget decisions stay simple and every segment's economics stay visible. The winter enrollment season showed what the structure can do.