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Real work. Real numbers.

Before SHMEL ran the playbooks, we did.

SHMEL was built inside Up Digital, where our team spent years running marketing for healthcare businesses. These are some of those campaigns. Real budgets, real clinics, real results.

What worked became a playbook. What failed became one too.

Explore the cases ↓
$2M+ad spend managedacross the book
3,936qualified leadsone dental campaign, 2024
4K → 427Kfollowersone account, 18 months
$397Kconversion valueone GLP-1 campaign, 2026
1M+organic viewsten videos, 90 days

Each figure is from a different account and a different period. They are not one campaign and they do not add up to a single result.

See what worked by channel.

Playbook SHMEL was built from
Email + Meta · GLP-1 protocol · March–May 2026

The clinic already had the patients. Nobody was marketing back to them.

The problem

They had a patient list they had already paid to build. Almost nothing was going out to it.

What we did

Instead of buying more cold traffic, we built a reactivation campaign around the existing list and paired it with Meta.

Why it worked
Existing listReactivationMetaPurchase
$83,010spent
790purchases
$397,674conversion value
4.79×ROAS
What SHMEL learned

Warm patients are often the cheapest growth a clinic already owns.

Playbook addedPatient reactivation
Playbook SHMEL was built from
Meta Ads · Botox & lip filler · Miami · 60 days

A lead cost $90. Sixty days later, it cost $38.

The problem

The clinic was paying too much for every enquiry, and the ads all looked the same.

What we did

Hook-first video built around natural results, better audience signals, and a cleaner campaign structure.

Why it worked
New creativeTestShift spendCheaper lead
$90 → $38cost per lead
312leads in 60 days
4.2×ROAS on the first appointment
What SHMEL learned

When a lead gets expensive, the creative is usually worth changing before the targeting is.

Playbook addedCreative iteration
Playbook SHMEL was built from
Meta + Google · PRP, filler & tox · Florida · 3 locations

Three clinics shouldn’t need three separate marketing systems.

The problem

Three sites, three sets of campaigns, three versions of the truth. Nobody could see the whole picture.

What we did

One shared tracking and reporting layer underneath, with creative and campaigns still local to each site.

Why it worked
Location 1Location 2Location 3 One shared system
$2.4Mrevenue attributed
4.8×blended portfolio ROAS
3locations on one system
What SHMEL learned

Centralise the system. Localise the marketing.

Playbook addedMulti-location orchestration

Revenue attributed by the clinic group’s own tracking, not audited company revenue.

Playbook SHMEL was built from
SEO · Aesthetic clinic · South Florida · 5 months

Paid ads stop when you stop paying. Search doesn’t have to.

The problem

Every patient came from an ad. The moment the budget paused, the enquiries stopped.

What we did

Rebuilt the Business Profile, published sixty location-specific pages, and earned links from health publishers and local media.

Why it worked
Month 0Not ranking Month 2Moving Month 5#1 “Botox Miami”
#1“Botox Miami”
+340%organic traffic
89new leads a month
What SHMEL learned

Search growth is a system, not a blog calendar.

Playbook addedLocal search
Playbook SHMEL was built from
Organic · Aesthetic doctor · Instagram · 18 months

4,000 → 427,000.

The problem

A doctor worth following, and an account almost nobody was seeing.

What we did

Hook-tested scripts, short-form video, and a path from someone watching to someone booking.

Why it worked
4K10K50K100K250K427K
427Kfollowers in 18 months
$100K+revenue from the audience
Forbeseditorial placement
What SHMEL learned

Posting more isn’t a strategy. Finding repeatable formats is.

Playbook addedOrganic content engine

The rest of the book.

Meta Ads · Dental · nationwide · 20243,936 leads at $48.64$191,480 spent · 3.4× ROAS

Problem. The target cost per lead was $100 and the category is expensive.

What we did. Tested audiences and creative continuously, cut what never converted, rebuilt the structure around conversion data.

Result. 3,936 qualified leads at $48.64 — 51% under target — returning $651K on $191,480 over a full year, reaching 10.9 million people.

Playbook. Continuous creative and audience testing against cost per booked patient.

Meta Ads · Semaglutide · Miami · 45 days$24 a booked consultation213 consults · 61% became patients

Problem. Plenty of interest in weight-loss treatment, very little of it turning into a booked consultation.

What we did. Patient-testimonial creative to women 30–55 in the DMA, with an SMS follow-up sequence.

Result. 213 consultations booked at $24 each, 61% of which became patients. No-shows fell to 12%.

Playbook. Follow-up sequence attached to every booking.

Google + Meta · CO₂ laser · Los Angeles5.1× ROAS$61 CPL · 28% lead → booked

Problem. A high-ticket treatment that people research for weeks before booking.

What we did. Educational-first creative explaining the procedure, Performance Max on the money terms, and an FAQ email sequence for everyone who did not book.

Result. 5.1× return on the laser campaign, $61 a lead on a high-ticket package, and 28% of leads booked.

Playbook. Educate first on considered treatments.

Google + Meta · Emsculpt & CoolSculpting · NYC$148K attributed89 appointments · $52 CPL

Problem. Strong local demand, no way to tell which half of the budget was working.

What we did. Split the spend between high-intent search and treatment-specific retargeting, with tracking wired into the clinic’s booking system.

Result. 89 appointments booked at $52 a lead, $148K attributed by the clinic’s own booking system.

Playbook. Search catches the intent, retargeting closes it.

Google + Meta · Pharmaceutical · 12 markets · 2022–2024+30% sales year on year1.8M video views · 87% of target reached

Problem. A dozen markets, each with its own language, rules and campaign structure.

What we did. Geo-specific creative on a shared structure, compared market by market and reported centrally.

Result. Sales up 30% year on year, 1.8 million video views, 87% of the target audience reached.

Playbook. One system, many markets.

SEO · Weight-loss clinic · Texas · 4 months$19 organic cost per lead62% below their paid CPL

Problem. Every lead was bought. Nothing was compounding.

What we did. Forty-plus articles written against real search intent — semaglutide, tirzepatide, BMI questions.

Result. Top three for “semaglutide near me” in four months, at $19 a lead — 62% below the same clinic’s paid cost per lead.

Playbook. Write for the question, not the keyword.

Email + Meta · IV drips & NAD+ · Houston · 6 months$8K → $45K a month68% of first visits became members

Problem. A cheap first visit that never turned into a second one.

What we did. Ran a $99 first drip deliberately at a loss, then a post-visit email flow built to convert it into a membership.

Result. Monthly revenue from $8K to $45K in six months, with 68% of first visits converting to a membership at $18 a lead.

Playbook. An intro offer is only worth running if something catches the patient afterwards.

Meta · Low-value intro offers · 30 days4,312 purchases at $5.774.83× ROAS on $24,865

Problem. Testing whether a very low-priced entry offer could stay profitable at volume.

What we did. Ran the same mechanic a clinic uses for a discounted first visit, at scale, over thirty days.

Result. 4,312 purchases at $5.77 each, 4.83× on $24,865 spent.

Playbook. Win the first transaction cheaply, earn the margin on what follows.

Short-form · 90 days1M+ organic views1,000+ signups from ten videos

Problem. No audience, no budget for one.

What we did. Seven TikToks and three Reels, scripted and cut for the hook rather than the schedule.

Result. More than a million organic views and over a thousand signups in ninety days.

Playbook. Learn which piece deserves to be made again.

Earned mediaForbes, Business Insider, Entrepreneur, Inc.~30 days to a first placement · $0 advertorial

Problem. Credibility that advertising cannot buy.

What we did. Story angles, journalist research, pitch development and founder positioning — no paid placement.

Result. Placements across 50+ outlets worked, averaging around thirty days to a first result.

Playbook. PR stays human-led. SHMEL helps find the angle.

The losing campaigns mattered too.

Not every campaign worked. Some creative died. Some audiences were too expensive. Some offers looked good and converted badly.

We wrote those down as well. Knowing what to stop is part of knowing what to run.

TestFailedWhy?Playbook updated

These aren’t just case studies anymore.

Patient reactivationCreative iterationLocal search Multi-locationOrganic contentFollow-up sequences Educate firstSearch then retarget
SHMEL

Our team used to remember these lessons. Then we wrote them down. Then we turned them into playbooks SHMEL can run every day.

CampaignResultLessonPlaybookSHMEL
Where these numbers come from

These campaigns were run by the Up Digital team between 2023 and 2026. They are the real work that SHMEL’s playbooks were built from — not results SHMEL produced on its own before SHMEL existed. Anything run with SHMEL involved is labelled separately.

Figures are as reported by the platform or system named on each case, for the period named. Client and campaign names are withheld under client agreements. Revenue described as attributed is attributed by the client’s own tracking, not audited company revenue. Past results are not a prediction of future performance, and SHMEL is not sold on a performance guarantee.

Playbook SHMEL was built from Run with SHMEL — used where a case involved the product itself

The playbooks already ran. Now let SHMEL run them for you.

Start with one channel and see what SHMEL finds in your own marketing.

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