Scaling Ireland's #1 Skincare Clinic Online
Client Overview
Overview
Monica Tolan is Ireland’s #1 skincare clinic. A pioneer in the industry for over 40 years.
Renowned for its premium treatments and trusted by a loyal following, Monica Tolan has become a household name in skincare.
In early 2025, we partnered with Monica Tolan to transform their email marketing and paid advertising strategies. Our mission was clear: to harmonize their digital marketing approach, enhance customer engagement, and drive revenue growth.
Challenges Before Our Partnership
Monica Tolan Skincare Clinic, a pioneer in the skincare industry for over 40 years, had built a renowned reputation in Ireland. However, despite their success, their digital marketing efforts were not aligned with the brand’s established authority. Specifically:
- Lack of Cohesion: There was a disconnect between Monica Tolan’s email marketing and paid advertising strategies. Their email campaigns didn’t reflect the premium, expert-led brand they had cultivated over the years.
- Underperforming Paid Ads: Monica Tolan had dabbled in paid ads but had not seen significant returns. Their efforts on both Meta and Google Ads were inconsistent, leading to missed opportunities in capitalizing on their powerful brand presence.
Our Approach
Whenever we onboard a new client, our first step is always a detailed deep dive into their current setup.
We dive deep into the numbers, scrutinizing customer behavior, conversion rates, and product performance to ensure every decision is backed by data.
Below are some of the measures we put in place 👇
1. Structuring Email Marketing & Paid Ads Integration: We put systems in place to ensure a seamless integration between Monica Tolan’s email marketing and paid ads. By aligning both strategies, we created a unified experience for customers across every touchpoint.
2. Deep Data Dive & Market Analysis: We thoroughly analyzed Monica Tolan’s existing customer data, online behavior, and purchase trends. We identified their hero products – those bestsellers that had the potential to drive the most revenue and loyalty. With this information, we crafted tailored email campaigns and paid ads that centered around these hero products, ensuring maximum impact.
3. Optimizing Paid Ads on Meta & Google: We redesigned the paid ads strategy across Meta and Google, focusing on the following:
- Meta Ads: We created highly-targeted campaigns designed to engage the clinic’s large social following and expand their reach. We optimized for lead generation, brand awareness, and conversions.
- Google Ads: Our Google Ads strategy centered on high-intent keywords, utilizing Google’s search and display networks to capture qualified leads actively searching for skincare solutions.
4. High-Impact Email Campaigns: We overhauled the clinic’s email marketing by developing a more cohesive flow. We focused on personalized, value-driven content that resonated with their audience. From welcome series to post-treatment care reminders, every email was designed to strengthen customer relationships and drive repeat business.
The Results
We saw significant increases in ROI, revenue, and customer loyalty.
21X Return on Investment (ROI) on Meta: Our Meta ads strategy yielded an incredible 21X ROI, driving both awareness and conversions with highly-targeted campaigns.
39X Return on Investment (ROI) on Google: By leveraging high-intent keywords and strategically placed ads, we achieved a remarkable 39X ROI on Google, far surpassing industry standards.
80% Year-over-Year (YoY) Revenue Increase: Our combined efforts across email and paid ads resulted in an 80% increase in YoY revenue, proving the success of our integrated approach.
40% Increase in Returning Customer Rate: The improvements in email flows and post-purchase follow-up, combined with targeted ads, resulted in a 40% increase in the clinic’s returning customer rate, reinforcing customer loyalty.
This case study showcases our ability to deliver high-impact results across multiple marketing channels, aligning perfectly with the needs of a premium brand like Monica Tolan Skincare Clinic. The numbers speak for themselves, and our approach is a proven blueprint for success in the skincare industry.
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Why Partner With Optima?
We understand that running a business is tough, and finding the right marketing partner can feel like a challenge. Here’s why businesses choose to work with us:
- We're an Award-Winning agency 🏆
- You’ll see a clear ROI
- No long-term contracts or commitments
- We work with leading 7 & 8-figure brands
- We've a proven track record
