LSEO Case Study / Healthcare & Aesthetics / SEO + GEO + Local Services Ads
How LSEO Generated 96 Qualified Calls at About $37.58 Each While Expanding Bruno Plastic Surgery Across Search and AI
For a high-consideration local healthcare brand, discovery has to work at every stage: immediate demand, procedure research, local comparison and increasingly AI-assisted decision-making. LSEO built Bruno Plastic Surgery's growth system across Google Local Services Ads, SEO, AEO and GEO.
Jan. 1 → Sept. 15, 2026
$3,607.20 total lead spend
Jan. 1 → Sept. 15, 2026
AI Visibility Score: 58
Case Study at a Glance
A long-term LSEO partnership built around the way elective-care patients actually decide.
Bruno Plastic Surgery is a Northeastern Pennsylvania plastic and reconstructive surgery practice led by Anthony D. Bruno, II, M.D. The practice has worked with LSEO since 2017. Today the program combines organic search, AEO/GEO and Local Services Ads to reach patients across research, comparison and ready-to-call moments.
- Client
- Bruno Plastic Surgery
- Industry
- Plastic Surgery + Aesthetic Medicine
- Primary Market
- Northeastern Pennsylvania
- Partnership
- Since 2017
- Core Services
- SEO, AEO, GEO / AI Search, Google Local Services Ads
- Paid Acquisition Focus
- High-intent phone leads through Local Services Ads
- AI Measurement
- LSEO AI first-party visibility tracking
01 / The Challenge
Plastic surgery is local, competitive, trust-heavy — and every qualified inquiry can carry substantial value.
Bruno needed to be visible in three different decision environments at once: when a prospective patient searches for a surgeon nearby, when that patient researches a procedure, and when AI systems answer the questions that increasingly shape provider consideration.
That creates a different marketing problem than simple traffic generation. Broad visibility is not enough. The program has to capture commercial intent, establish clinical and local authority, and convert discovery into conversations with people who may be considering high-value elective procedures.
Turn discovery into qualified patient conversations.
02 / The Strategy
Three discovery systems, one patient-acquisition strategy.
LSEO treated paid local demand, organic search and AI search as complementary channels rather than separate programs.
Google Local Services Ads
Use Google's pay-per-lead local format to put Bruno at the top of high-intent local results and drive direct phone conversations.
Commercial SEO + AEO
Build visibility for procedure, provider and location queries — including the non-branded searches that introduce new patients to the practice.
GEO + AI Measurement
Track how often Bruno appears across AI systems, which engines create visibility and whether those answers send visitors back to the site.
03 / Google Local Services Ads
The paid-acquisition home run: 96 phone leads on $3,607.20 in spend.
From January 1 through September 15, 2026, Bruno's Google Local Services Ads program generated 96 charged phone leads. At $3,607.20 in total lead spend, that works out to approximately $37.58 per lead.
04 / SEO + AEO
Organic search reaches well beyond the Bruno name.
The supplied 16-month Google Search Console export recorded 7,982 clicks and 583,845 impressions. More important for acquisition, the query mix shows broad non-branded visibility for the services and locations prospective patients actually search.
| Representative non-branded query | Average position | Clicks | Impressions |
|---|---|---|---|
| tummy tuck scranton pa | 2.40 | 59 | 345 |
| plastic surgeons scranton pa | 2.55 | 31 | 319 |
| plastic surgeon wilkes barre | 3.25 | 27 | 342 |
| breast augmentation | 3.06 | 24 | 216 |
| mommy makeover near me | 6.08 | 32 | 319 |
| breast augmentation near me | 6.62 | 52 | 551 |
Positions above are average positions across the supplied 16-month Google Search Console query export, not one-day rank checks.
05 / GEO + AI Search
27,575 tracked AI mentions — and 756 visitors sent back to Bruno.
From January 1 through September 15, 2026, LSEO AI tracked Bruno Plastic Surgery across seven major AI engines. The program recorded an AI Visibility Score of 58, up 11%, with measurable referral traffic from AI answers.
Where the AI visibility is coming from
Meta AI, ChatGPT and Copilot account for most of the tracked mentions, with additional visibility across Claude, Perplexity, Gemini and Grok.
AI visibility is sending people to the practice.
Mentions are useful as a visibility signal. The more important metric is behavior: LSEO AI recorded 756 referred visitors from AI experiences during the measurement window.
For a high-consideration healthcare service, that means the answer engine is not simply naming the brand. It is becoming part of the path that sends a prospective patient to the website.
Search + AI + Local Paid
The strongest story is not one channel. It is coverage across the full discovery journey.
Immediate demand
Local Services Ads capture prospects ready to call now — with 96 charged phone leads at about $37.58 each.
Research demand
SEO and AEO surface Bruno for non-branded procedure and provider searches that introduce the practice before a patient knows the name.
AI-assisted discovery
GEO expands the same authority into AI answers and measures whether those answers generate real site visits.
06 / Why It Worked
The strategy matched the economics and psychology of elective healthcare.
Phone calls are closer to the decision.
Local Services Ads were optimized around a direct conversation rather than low-value traffic, making the channel especially useful for high-consideration procedures.
Non-branded visibility creates new demand.
Ranking for terms such as tummy tuck, breast augmentation and plastic surgeon searches reaches patients before they have chosen a provider.
AI visibility extends the trust layer.
When AI systems mention Bruno and refer users to the site, the practice gains another credible discovery surface during a trust-heavy purchase journey.
Measurement & Data Integrity
Each result is reported from the platform that actually measured it.
Paid lead metrics, Search Console performance and AI visibility are intentionally kept separate. The case study does not convert estimated procedure value into booked revenue and does not treat AI mentions as patient conversions.
$3,607.20 spend, 96 charged phone leads, 8,583 impressions and 98.16% top / absolute-top impression rates, Jan. 1-Sept. 15, 2026.
$3,607.20 divided by 96 charged leads = approximately $37.58 per lead. The $500K+ service value figure is an estimate supplied with the engagement data, not realized revenue.
7,982 clicks and 583,845 impressions across the last 16 months through Sept. 15, 2026.
Among the top 1,000 exported queries, 964 are non-branded; 540 averaged page-one positions and 211 averaged Top 3 positions.
27,575 mentions, 756 referred visitors and an AI Visibility Score of 58 (+11%) from Jan. 1-Sept. 15, 2026.
Long-term engagement beginning in 2017, with current work spanning SEO, AEO/GEO and Local Services Ads.
Case Study FAQs
Questions about the Bruno Plastic Surgery engagement.
How long has Bruno Plastic Surgery worked with LSEO?
How did Google Local Services Ads perform?
How much estimated service value came from the Local Services Ads leads?
What does the SEO data show?
What does LSEO AI show for Bruno Plastic Surgery?
Why are Local Services Ads especially relevant for a practice like Bruno?
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