The goal was straightforward but critical: acquire 50 customers in the London area to validate demand for the service.

With a small team, limited resources, and a lean three-figure monthly budget, Tend needed a focused, efficient marketing approach. They couldn't afford to waste spend on broad awareness campaigns or extensive experimentation - every pound needed to deliver results.

Rather than social media advertising - which would have required creative resources the team didn't have - I recommended focusing entirely on Google Search campaigns. This allowed us to reach people actively searching for eczema solutions: the highest-intent audience possible.

The strategy was to be highly selective about where we showed up. We couldn't afford to waste budget on broad awareness or experimental campaigns. Every pound needed to work hard.

I structured the campaigns around a tiered keyword approach based on user intent:

Bottom-of-funnel (highest priority): People searching for "private eczema treatment London" and "eczema dermatologist London" - users actively looking to pay for help and ready to book.

Mid-funnel: Broader searches like "online eczema treatment" to capture people exploring accessible options.

Top-of-funnel: Alternative treatment and home remedy searches, targeting people earlier in their journey who might not realize affordable expert care existed.

We made sure Tend showed up first for the most critical bottom-funnel keywords, carefully managing the limited budget to maximize impact where it mattered most.

A significant challenge was navigating Google's health advertising regulations. I worked closely with the team to revise website copy and ensure full compliance with Google Ads policies for healthcare services - a non-negotiable requirement we had to get right before launching campaigns.

Within 6 months, we reached the target of 50 customers, primarily driven by the Google Search campaigns.

This wasn't just about hitting a number - these 50 customers validated that there was genuine demand in the UK for accessible, affordable eczema treatment. The success proved the business model and gave Tend the confidence to continue building their service.

The disciplined keyword strategy and careful budget management meant every campaign pound worked efficiently, reaching people who genuinely needed the service and were ready to try it.