How GoodSkin Dermatology Scaled Appointment Bookings Across 4 Locations With a Full-Funnel Digital Strategy
Overview
GoodSkin Dermatology is a multilocation dermatology practice operating across four clinics in the Portland metro area. In early 2026, Healthcare Success partnered with GoodSkin to build and optimize an integrated digital acquisition program—combining paid search, paid social, local SEO and a full site refresh—that drove meaningful appointment booking growth while systematically reducing cost per acquisition across every channel.
The Challenge
GoodSkin had four locations to fill and a competitive local market to break through. The practice needed a digital marketing program that could do more than generate clicks—it needed to drive completed appointment bookings at a cost that made sense for the business.
Early tracking infrastructure was limited. When the engagement began, appointment booking completion tracking wasn't yet live, which made it difficult to measure true campaign performance or make confident optimization decisions. That gap had to close fast.
At the same time, GoodSkin's website wasn't working hard enough. The existing site architecture didn't support the kind of condition-level, location-specific content that drives high-intent organic traffic—leaving a significant volume of prospective patients undiscovered in search.
The Solution
Healthcare Success approached GoodSkin's growth through three integrated workstreams: paid search, paid social and organic visibility—all built around the same north star: completed appointment bookings.
Paid Search
On the paid search side, we built a performance framework across Google Ads designed to capture high-intent searches like "dermatologist near me," "botox appointment" and condition-specific queries. Campaigns were structured by location, with dedicated ad copy, keyword coverage and extensions tailored to each clinic's service area. We implemented completed booking tracking through Liine and GA4, applied CPA targets to improve efficiency at scale and used ongoing search term pruning and query negation to eliminate wasted spend. When we deliberately scaled budgets mid-January to capture additional demand, we managed the expected short-term efficiency tradeoff—and then systematically brought CPA back down through targeted optimizations.
Paid Social
On the paid social side, January marked the first full month of appointment booking tracking across Meta campaigns. We launched top-of-funnel campaigns alongside retargeting, introduced new location-specific creative for Cedar Hills Crossing and dynamically reallocated budget toward the channels delivering the strongest booking efficiency—shifting to a 70/30 Google-to-Meta split based on performance data.
Organic Search
On the organic side, a December 2025 site refresh transformed GoodSkin's content architecture. We built out condition pages designed to capture symptom-based discovery, location pages built to convert local intent and provider bios that help patients vet doctors before calling. A local SEO program supported each clinic's visibility in Google Business Profile, with work underway on NAP consistency, GBP service descriptions and a recurring post content calendar.
The Results
The integrated approach delivered measurable momentum across every channel within the first weeks of execution.
GOOGLE ADS - WEEKLY PERFORMANCE (JANUARY - FEBRUARY 2026):
*Booking tracking was newly implemented this week; 35 additional "click to book" actions were recorded before full tracking went live.
THE HEADLINE NUMBERS:
- CPA dropped from $306 to $39 over five weeks—an 87% reduction—as campaigns adjusted to higher spend and CPA targets were applied.
- Booking volume grew from 5 to 63 per week at peak, with 57 bookings in the first week of February at the lowest CPA recorded.
- High-intent keywords—including core dermatology terms, condition-based queries and location-specific searches—drove the majority of conversions, confirming budget was concentrated on commercially valuable search intent.
META ADS - JANUARY 2026
- 70 total appointment bookings in the first full month of booking tracking
- $144 average CPA in January, with early February already trending to $91 CPA in the first nine days
- New Cedar Hills creative launched mid-month and immediately generated 5 appointment bookings
ORGANIC SEARCH - POST-SITE REFRESH (DECEMBER 2025 → JANUARY 2026):
- Keywords grew 28% — appearing for 1,200+ additional patient searches
- Impressions reached 164,065 — up 25% month-over-month
- Clicks grew 12% to 4,471 — with further acceleration expected as new rankings stabilize
- Active pages doubled from 38 to 78 following the site refresh, with no pages lost in migration
- Condition pages drove +35,169 impressions; location pages drove +17,909 impressions and +518 clicks
- AI referral traffic is emerging, with ChatGPT visits up 57% month-over-month
LOCAL SEO — JANUARY 2026:
- Clackamas ranking #1 for "skin cancer screening Clackamas" and #1.9 for "mole removal Clackamas"
- Hillsboro ranking #1.9 for "dermatologist in Hillsboro" and #3.8 for "Mohs surgery Hillsboro"
- Beaverton ranking #1.2 for "dermatologist in Beaverton"
- Troutdale generating a knowledge panel for "dermatologist in Troutdale" and ranking #1 in organic
Cedar Hills Crossing gaining visibility for "dermatologist near me" since launching in November 2025
Integrated Campaigns Drive Booked Appointments
GoodSkin's early results show what's possible when paid search, paid social, organic and local SEO work together toward a single measurable outcome—booked appointments. This is the kind of integrated, always-on performance program we build for multilocation healthcare organizations that are serious about growth.
