Google Ads Case Study: PPC for a Medical Clinic

In this case study we walk through a situation where the client already had a Google Ads account set up and search ads running, but because of mistakes in the campaigns, the return was very low.

In this case study we walk through a situation where the client already had a Google Ads account set up and search ads running, but because of mistakes in the campaigns, the return was very low.

At the start of the partnership, the client had about 10 active campaigns running for clinic services.

According to the client, the ad budget wasn't paying off, and our task was to get the ads to at least a positive ROI.

To hit the set goals, we mapped out the following action plan:

• analysis of current clinic services;

• review of campaign settings;

• review of ads, keywords, and negative keywords;

• recommendations for the site's landing pages.

Out of the full service list, we kept only the campaigns for services that were actually planned for further promotion.

We ran a market analysis on the active services and put together a list of competitors' strong and weak sides to get a clearer picture of where the clinic stood in the market.

We started the ad account review with a detailed look at the campaign settings.

What we fixed during the settings audit:

• turned off ad display on partner sites;

• refined user location targeting for ad display;

• switched the bidding strategy to "Target impression share";

• set new campaign budgets;

• added UTM tag settings for all active campaigns.

While reviewing the ads, we fixed the following:

• turned off text ads and kept only responsive ones;

• added more responsive search ads;

• maxed out the number of headlines in each ad and improved the overall ad quality.

A major mistake had been made in keyword settings - the words were running on broad match. As a result, the ads were showing for non-targeted queries:

We analyzed the search queries that were triggering ads in the active campaigns, gathered negative keywords, and reorganized the negative keyword lists in the ad account:

We also ran an analysis of the site's landing pages that the ads were pointing to.

On those pages we spotted the following issues:

• broken contact forms;

• markup errors in the mobile version;

• some parts of the page design displayed poorly on mobile;

• for certain pages, we prepared tasks to expand the content.

The client rolled out all the prepared fixes on the site promptly on his end, which helped achieve solid results.

After our team's work, spending on non-targeted visitors dropped, and the number of leads significantly increased.