Business Overview:

A local healthcare services provider, focused on patient care and medical services, sought to generate more leads through Google Ads while optimizing their ad spend to improve ROI.

Objective:

The goal was to lower the cost per lead from $22 to a target of $15, while also improving click-through and conversion rates.

Challenges:

• High cost per lead at $22.
• Low conversion rate.
• Low click-through rate.

Strategy:

To meet the client’s goals, we implemented a comprehensive strategy involving website optimization, keyword targeting, compelling ad creation, and continuous campaign optimization.

1. Website Improvements:
   • Recommended actionable changes to the website to better align it with marketing efforts, enhancing user experience and boosting conversion potential.
2. Keyword Research:
   • Conducted in-depth keyword research to identify and target high-intent healthcare-related search terms, improving relevancy and capturing user search intent.
3. Ad Copy Creation:
   • Developed engaging, audience-specific ad copy designed to speak directly to potential patients’ needs and concerns, which helped increase engagement and relevance.
4. Conversion Tracking:
   • Set up advanced conversion tracking to monitor campaign effectiveness, allowing for a better understanding of what was driving results and where improvements were needed.
5. Ongoing Optimization:
   • Continuously refined bids and ad group structure to maximize budget efficiency.
   • Conducted A/B testing on ad creatives to determine the best-performing versions.
   • Made weekly strategic adjustments based on data insights, such as refining bidding strategies, pausing underperforming keywords, updating ad copy to improve engagement, and reallocating budget to high-performing ad groups.

Results:

• Week 1:
  • 13 leads generated at $22 cost per conversion; total spend: $298.
  • Initial performance was below expectations, but keyword insights guided necessary strategic adjustments.
• Week 2:
  • 27 leads generated at $20 cost per conversion; total spend: $500.
  • Optimization efforts began to show results, and further refinements were applied.
• Week 3:
  • 91 leads generated at $9 cost per conversion; total spend: $387.
  • The campaign delivered significant improvements, surpassing the target cost per lead of $15 and generating high-quality leads.

Conclusion:

Through a meticulous analysis of the Google Ads campaign and ongoing optimization, we were able to transform the client’s lead generation results. Initially, the healthcare provider faced high costs and a low volume of leads, with each lead costing $22. By identifying areas of improvement, such as refining keyword strategies, improving ad relevance, and leveraging A/B testing, we significantly enhanced their ad performance.

In just three weeks, the campaign evolved from generating 13 leads at a high cost per conversion to 91 leads at only $9 per lead. This not only increased the quantity of leads but also reduced the cost per lead by more than half, allowing the client to save on their marketing budget while exceeding their initial goals. This case study demonstrates how data-driven optimizations, such as reducing cost per lead by over 50% and significantly increasing lead volume, can lead to measurable improvements in both cost efficiency and lead quality.