BRANDING - RAVEN STUDIO
Expanding Reach and Lead Generation for X Healthcare
Background
X Healthcare is a well-established healthcare provider in California specializing in cosmetic plastic surgery and bariatric surgery. With their recent expansion into Georgia, they aimed to increase awareness of their new clinics and attract more patients.
While their search campaigns on Google Ads performed well in terms of conversions, the overall reach was limited, reducing their visibility among potential patients in Georgia.
ABOUT
Client: X Healthcare
Industry: Healthcare (Cosmetic Plastic Surgery and Bariatric Surgery)
Objective: Increase reach and lead generation in Georgia while maintaining strong campaign performance.
Challenges
- Low Reach: Existing campaigns had good conversion rates but failed to reach a wider audience.
- Keyword Strategy: Limited and non-diverse keywords constrained audience exposure.
- Lead Generation: The website lacked effective mechanisms to capture visitor information for follow-up.
Year
2024
Client
X Clinic
Services
Google Ads Manager
Project
Increasing MQLS and Reach
Description
Strategy
To address the challenges, the focus was on optimizing Google Ads campaigns, refining keyword strategies, and improving the website’s lead generation capabilities.
1. Keyword Refinement
- Conducted a detailed analysis of search terms and competitors to identify high-volume, relevant keywords.
- Expanded keyword targeting to include:
- Broader terms like “weight loss surgery near me” and “cosmetic surgeons in Georgia.”
- Long-tail keywords specific to patient concerns, such as “affordable tummy tuck in Atlanta” and “safe bariatric surgery options.”
- Segmented keywords into tightly grouped ad sets for better relevance and Quality Score.
2. Campaign Optimization
- Utilized Google’s responsive search ads (RSA) to test multiple headline and description combinations.
- Implemented geo-targeting and adjusted bid strategies to prioritize high-potential areas in Georgia.
- Added extensions like callouts, site links, and structured snippets to improve ad visibility and engagement.
3. Enhancing Lead Generation
- Introduced lead forms directly on the website with a simple, patient-focused design to capture key details (name, contact, and service interest).
- Linked Google Ads campaigns to the lead forms to streamline the patient journey.
- Added a “Book a Consultation” CTA on all landing pages.
4. Tracking and Iteration
- Set up conversion tracking for lead form submissions and call inquiries.
- Regularly analyzed campaign data and made data-driven adjustments to bids, ad creatives, and keyword performance.
Execution
Timeline:
- Weeks 1–2: Conducted keyword research and revamped campaign structure.
- Weeks 3–4: Launched optimized campaigns and integrated lead forms into the website.
- Week 5-8: Monitored and adjusted strategies based on performance data.
Key Metrics Monitored:
- Impressions and Clicks (to measure reach)
- Conversion Rate (leads captured from ads)
- Cost per Acquisition (CPA)
- Lead Form Submissions
Results
Increased Reach:
- Campaign impressions grew by 85% within six weeks, significantly enhancing visibility in Georgia.
- Clicks increased by 62%, indicating stronger audience engagement.
Improved Lead Generation:
- Lead form submissions increased by 47%, providing the client with a consistent stream of patient inquiries.
- “Book a Consultation” CTA clicks improved by 34%.
Better Cost Efficiency:
- Optimized campaigns resulted in a 23% decrease in CPA, maximizing the client’s ad budget.
Campaign Performance:
- Achieved an average CTR of 5.1%, exceeding the healthcare industry benchmark.
- Conversion rate on ads improved from 9.3% to 13.7%.
Takeaways
- Refining keyword strategies is essential for improving campaign reach and relevance.
- Adding lead forms to the website creates a seamless patient experience and boosts lead generation.
- Regular optimization of Google Ads ensures continuous improvement in performance and cost efficiency.