Project
Google Ads Optimization for a US Spine Healthcare Clinic
- Goal: Increase qualified patient calls, improve engagement quality, and scale high-intent healthcare traffic through Google Ads.
- Focused on expanding local visibility for treatment-related searches while maintaining efficient lead acquisition costs.
- Scaled patient phone calls from 30 → 83 (+176%) within four months through campaign restructuring, local targeting, and optimization.
Performance Highlights & Wins
Traffic Growth
- Increased total traffic and clicks by 107% through expanded campaign reach and improved keyword targeting.
- Successfully scaled account visibility while maintaining high-intent traffic quality.
Patient Call Growth
- Scaled patient phone calls from 30 → 83 (+176%) over four months.
- Improved lead volume through stronger local intent targeting and conversion-focused optimization.
Engagement Improvement
- Improved interaction rate from 3.07% → 16.53%.
- Achieved significantly higher engagement through campaign restructuring and intent-focused targeting.
Efficient Scaling
- Maintained competitive acquisition costs while aggressively scaling traffic and lead volume.
- Balanced growth and efficiency through continuous bidding and targeting optimization.
Strategy & Campaign Setup
Performance Max Expansion
- Launched Performance Max campaigns to expand multi-channel visibility across Google Search, Display, Maps, and YouTube.
- Used broader Google inventory strategically to increase healthcare search reach and engagement.
Local Intent Targeting
- Focused targeting around high-intent local healthcare searches and nearby treatment-related queries.
- Optimized campaigns for users actively searching for spine and healthcare services within the clinic’s target geography.
Search Query Optimization
- Analyzed search term behavior and refined keyword targeting to improve lead quality.
- Prioritized high-intent patient searches over broad informational traffic.
Call Tracking & Lead Quality
- Implemented detailed phone call tracking to accurately measure qualified patient inquiries.
- Adjusted bidding strategy around conversion quality and call performance data.
Audience & Device Optimization
- Reviewed demographic and device-level performance insights to prioritize higher-converting traffic sources.
- Optimized campaigns around engagement signals and conversion behavior patterns.
Creative & Messaging Optimization
- Improved ad messaging alignment with treatment-related search intent.
- Enhanced ad relevance to improve engagement quality and local conversion performance.