Meet the client
Dr. Dina Farag runs DF Médico-Esthétique, an injectables clinic in Laval that also serves Montreal and the Rive-Nord area. The practice is solo, focused on injectable treatments, and appointments are booked online through Jane App.
The dfmedicoesthetique.com site presents the offer in both French and English, with booking handled directly through Jane App. The initial consultation is credited in full toward same-day treatment for prospective patients considering injectable care in Laval.
The starting point
Before SIB, DF Médico-Esthétique was running on an older WordPress site built with Yoast, on the same domain. No call or enquiry had ever been tracked: the clinic had no data on where its prospective patients were coming from. SIB's first piece of work was a full site rebuild, the starting point for everything that followed.
What we found
The site's contact form used a mailto link, so it never passed enquiries to any tracking tool.
Every enquiry sent through that form stayed invisible to tracking; SIB replaced it with a bilingual Typeform.
At launch, the Google Ads campaign was generating no impressions at all.
Keyword breadth, the ad schedule, the cost-per-click ceiling and an overly broad exclusion were blocking delivery; SIB fixed the issue.
The audit run after a month of the campaign found that lost impression share had shifted from budget-limited to rank-limited, following budget and target-CPA changes made by the clinic.
Spending more would not have improved visibility until ad rank itself improved.
A month of search terms included many queries that never converted.
SIB added negative keywords to stop paying for those searches.
What we did
conception-web
- Custom bilingual FR/EN WordPress theme, no page builder, with pillar content, blog, glossary, legal pages, structured data, OG and hreflang.
- Redirects for legacy URLs, breadcrumbs and internal linking, a rebuilt hero section to improve LCP, and a /soins/ and /en/treatments/ pillar page linking the treatment categories.
- Production launch on an OVH server behind Cloudflare, with a bilingual cookie banner meeting Law 25.
seo-montreal
- Sitemap submitted to Google Search Console; the old Yoast sitemap flagged for removal.
google-ads-montreal
- Built and launched the Google Ads campaign for Laval consultations.
- Fixed the delivery problem that was keeping the campaign from generating impressions.
- Ran an audit after a month of delivery, covering Google Ads and WhatConverts; added further negative keywords and adjusted the ad schedule.
crm-gestion-leads
- Set up call tracking with WhatConverts on a dedicated line.
- Added PostHog analytics with custom events for booking clicks, phone clicks and submitted forms.
- Replaced the mailto contact form with a bilingual FR/EN Typeform.
SIB rebuilt the DF Médico-Esthétique site on a custom, bilingual WordPress theme with no page builder, then put it live on infrastructure hosted with OVH behind Cloudflare. Search visibility work started with Google Search Console, then a Google Ads campaign targeting Laval consultations was built, launched and fixed after a delivery problem. An audit run after a month of the campaign led to a clean-up of negative keywords and an adjustment to the ad schedule. Alongside that, SIB put call tracking in place with WhatConverts, added PostHog analytics and shipped a new contact form after discovering the old one never passed enquiries through at all.