Challenge:
Gauld Foot and Ankle faced significant marketing challenges in attracting new patients. Their limited online presence and ineffective traditional marketing strategies hindered their visibility. Previous Google Ads campaigns were poorly targeted, leading to low click-through rates and extremely high costs per click (CPC) and cost per acquisition (CPA), wasting their marketing budget. These marketing issues significantly impacted their ability to grow their practice and attract new patients.
Solution:
To address Gauld Foot and Ankle’s marketing challenges, we implemented a comprehensive Google Ads strategy. We began by identifying unique and relevant keywords that potential patients were using to search for podiatry services. This allowed us to target a more specific, high-intent audience.
We crafted compelling ad copies highlighting Gauld Foot and Ankle’s specialized services and unique value propositions. These ads addressed the specific needs of potential patients and encouraged them to book appointments. By optimizing targeting settings and implementing A/B testing, we ensured maximum engagement.
Our efforts resulted in significantly improved quality scores for our keywords, leading to better ad placements and lower costs per click (CPC). The enhanced relevance of our ads increased the click-through rate (CTR), driving more traffic to the clinic’s website. Optimized landing pages facilitated easy appointment bookings, boosting conversion rates. This comprehensive approach led to a marked increase in new patient appointments and a substantial improvement in the overall return on investment (ROI) for Gauld Foot and Ankle’s marketing budget.
Result:
When we took over Gauld Foot and Ankle’s Google Ads campaigns in September 2023, we immediately set out to improve their performance. Prior to our intervention, their cost per conversion was $92 in July 2023 with only 5 conversions, and $29 in August 2023 with 16 conversions.
In our first month, September 2023, we achieved 29 conversions at a cost of $15 per conversion. The following month, October 2023, we saw even better results with 63 conversions at $14.96 per conversion. By November 2023, the results were outstanding, with 131 conversions at a cost per conversion of $9.90.
By May 2024, the client was still with us, spending $2,000 per month on Google Ads and receiving around 250 conversions with a cost per conversion of $7.46. At our best months, we managed to bring the cost per conversion down to $4.
These results demonstrate the effectiveness of our targeted keyword strategy, compelling ad copies, and continuous optimization efforts, leading to a substantial increase in new patient appointments and a significant reduction in marketing costs for Gauld Foot and Ankle.
Before we took over:
Result from August 2023
Result from September 2023
After we took over:
Result we delivered on October 2023
The client has remained a dedicated partner since our initial engagement, impressed by the consistent results and effective strategies implemented. In May 2024, they continue to benefit from our services, evidenced by the following results:
Campaign Structure:
We began by launching three campaigns: a Generic Search campaign, a Branding campaign with brand keywords, and a Smart Call campaign. After evaluating the initial results, we introduced a Performance Max Campaign, which significantly increased traffic and conversions at lower costs. This diversified strategy allowed us to optimize performance across different channels and achieve outstanding results for Gauld Foot and Ankle.
Ad Group Structure:
For the Generic Search campaigns, we created seven ad groups to effectively separate symptoms and treatments. This approach aimed to improve ad relevance and achieve higher quality scores for our keywords. By targeting specific conditions and treatments, we ensured that our ads were highly relevant to the search queries of potential patients, leading to better performance and results.
Ready to elevate your local business with effective marketing strategies?
Whether you’re a health professional, service provider, or entrepreneur, our expertise in local advertising can propel your growth. Schedule a free 30-minute strategy session or request a FREE AUDIT today to maximize your market reach and enhance customer engagement.
We’re here to ensure your marketing investments deliver measurable results.
Email: mainulwork@gmail.com
