Driving Search Traffic for a
Healthcare Clinic
Optimizing Google’s Search Levers to Shape Up Campaign Performance
Case Study
The Challenges
An L.A. liposuction center wanted to grow business substantially and expand to new markets. They needed to drive more qualified leads at an efficient cost to increase the clinic’s revenue and profitability. Site traffic was very low across all channels. Our goal was to prove out a scalable model that could be replicated in another market to quickly attract new business to support an additional location.
The Solutions
After researching search volume trends, it was determined general terms were more prevalent than those for the client’s specialty procedures. Campaign ad groups were created based on user search behavior including generic terms, benefits, and special price offerings. Once the search campaign was refined, it was expanded to include additional zip codes while still broken out in separate campaigns to control budget and optimizations. Successful strategies included: in-market audiences based on performance, advanced call bid adjustments for increased opportunity to drive calls, and responsive text ads with top-performing headlines and descriptions.
Key Insights
Our strategy included creating in-market audiences based on performance, advanced call bid adjustments for increased opportunity to drive calls, and responsive text ads with top performing headlines. The campaign substantially increased site traffic and fueled expansion into a new market.
The Results
312% increase in site traffic
408% increase in form fills
34% decrease in cost per click
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