Google Ads: Medical Services Group
In the competitive world of primary care and family medicine, standing out locally and attracting qualified patients online is crucial. This healthcare provider partnered with us to revamp their Google Ads strategy — aiming to lower costs, boost visibility, and improve patient acquisition month over month.
Goals
- Boost Appointment Requests: Drive qualified traffic to the site to convert into new patient bookings.
- Lower Cost per Acquisition: Reduce wasted spend and increase ROI.
- Maximize Ad Efficiency: Improve performance with smarter keyword targeting and landing page refinements.
- Increase Local Visibility: Dominate local searches and raise awareness within target zip codes.
- Improve Month-over-Month Growth: Continuously optimize based on performance data.
Month-Over-Month Results:
- Conversion Rate: Increased to 11.67%, a 92.2% improvement over the previous rate of 6.07%.
- Conversions: Jumped to 1.05K, up 165% from the previous 395 conversions.
- Cost per Conversion: Dropped to $11.02, a 59% decrease compared to the prior cost of $26.95.
- Impressions: Rose to 110K total, a 55.4% increase from 70.8K impressions the previous month.
Strategy Implemented
- Location-Focused Ads: Targeted high-intent keywords within specific local areas.
- Call Extension & Booking CTA: Encouraged direct calls and online booking via ad extensions and messaging.
- A/B Ad Testing: Continuously tested ad variations for headlines, CTAs, and benefits messaging.
- Keyword Optimization: Shifted from broad generic terms to more specific service-related queries.
- Landing Page Revisions: Simplified page structure, improved CTAs, and enhanced mobile speed for better user experience.
Through strategic ad targeting, optimized keywords, and continuous performance refinement, this healthcare provider’s PPC campaign delivered significant month-over-month improvements. The results speak for themselves: higher conversion rates, lower costs, and greater reach. These gains not only reflect the strength of our data-driven approach, but also highlight the impact of consistently optimizing for both performance and value.
As this campaign continues to evolve, it lays a strong foundation for sustainable growth and ongoing lead generation in a highly competitive space.
How we did it:
- A/B Split Testing of Ads
- New, More Consumer-Centric Ad Copy
- In-depth Keyword Research and Search Query Optimization
- Extensive Daily Negative Keyword List Creation
- Creation of an Invalid Click-Blocking System
- New Google Analytics Reporting
- New Call Tracking Reporting with Call Recording and Instant/Daily/Weekly/Monthly Reports for client sales optimization
- Feedback Loop Communication System between the client’s team and our marketing manager
- Strict Adherence to Google Search and Search Partner Channels (High Intent Traffic)
