Project: Lead Generation for Orthopaedics & Sports Medicine Clinic (USA)
Goal: Generate high-intent leads via phone calls and lead form submissions using Google Ads.
Performance Highlights
Conversion Rate: ~17%
Cost per Conversion: Reduced from $17 → $9 with ongoing optimization
Weekly Conversions: Consistently 125+ leads per week
CTR: Achieved 5.40%
Status (as of 18/11/22): Still actively managing the account with excellent performance and stable lead flow.
Campaign Setup
Launched a Search Campaign + Call-Only Campaign focused on treatment-intent keywords (e.g. ortho, joint pain, sports injury, etc.).
Used phrase & exact match keywords to filter out low-intent traffic.
Structured tightly themed ad groups around core services (e.g. knee, shoulder, sports medicine, etc.) for better relevancy and QS.
Targeting & Ad Strategy
Applied location targeting around the clinic’s service area to avoid wasted spend outside catchment.
Used ad schedule to prioritize office hours so calls could be answered live.
Implemented call extensions, location extensions, and structured snippets to improve CTR and ad relevance.
Used Responsive Search Ads (RSAs) to test multiple headlines and descriptions automatically.
Tracking & Measurement
Set up conversion tracking for:
Calls from ads / call-only campaigns
Lead form submissions from landing pages
Monitored search term reports regularly and added negative keywords to block irrelevant queries.
Bidding & Optimization
Started with manual / CPC bidding, then optimized bids based on device, location, and high-performing keywords.
Paused low-performing keywords and scaled budget on high-converting ones.
Continuously A/B tested ad copies and landing page messaging to improve conversion rate and lower CPL.