Scaling a Healthcare Professional Service (Lead generation Ads)
Niche : Health Care 🏥
Location : United States 📍
Key Metrics for this Campaign Over one year Period time
Ad cost = $37,100
Conversions = 1440
Conversion Value = $372,000
Cost per Conversion = $25
ROAS (Return over actual spend) = 8x
ROI = 313%
Cost Per Lead = $25.76
The Top issues I Faced when I got this Ad Account
- Search & Display Campaigns were Running Simultaneously, even though they didn’t need any display campaign.
- Messed up & Improper Account Hierarchy
- Poor Quality score & relevancy
- Use of STAGs Ad Groups with & Inappropriate Broad Match Keywords.
- No proper Bid Management
- First Click Attribution Model
The Story of Fixation and My Journey toward 372,000 USD for this Client Ad Account
First of all, I fixed all the issues that I mentioned above. The client was running ads by his in-house team with the help of a Google ads representative without knowing how much money he wasted (until I got this account) and not seeing the desired results in terms of conversions and revenue. As soon as I got my hands to play on this account, I started working to fix the things I mentioned above to make an open playground in the future.
Networks, Location & Bidding Strategy:
I choose a Search Ad campaign & Dynamic search Ad campaign for this client (excluding search partners). I optimized the campaign-level settings, such as locations (regular Presence) and bidding strategies. Initially, I used Manual CPC, but after 90 days of Watching the graph, I shifted to tCPA bidding.
Language settings :
In Language settings, I choose English only.
Ad Rotation :
Ad rotation Best performing Ads after 90 days before that indefinite rotation.
Scheduling :
Scheduling of ads is 24/7 because it is in a healthcare professional service niche, so appointments can come any day on the back end; an automated AI-based Appointment setter software is present.
Ad groups & Keywords :
At the Ad group level, I made SKAGS with exact match Local near-me keywords; also, Some Ad groups with phrase match keywords to give a broader perspective.
AD creation & AD copies :
Coming on to Ad copies, I took inspiration from what people are searching for, and talking about my client service on social media groups, forums, etc., helped me make highly targeted pain points (FOMO) Ad copies for this campaign.
Results are Mind blowing. Proper Research is the key to success in Google ads. I took this account as my own business to make it successful.
Budgeting :
Regarding budget, I started with 150-200 ish $ per day but reduced it to 50-100$ a day after 90 days by looking at the behavior of the graph & Ads performances.
Coming to the Landing page, Remarketing campaign, and Conversion trackings. I keep things as simple as possible and focus on the basics. I don’t do fancy things and don’t use fancy terms to confuse my audience and clients. You will achieve more promising results if you keep things simple and straight.
Landing pages :
Back to the point, Folks, I used swipe pages because most of my client audience was from Mobile, and swipe pages are one of the best page builders for mobile-first landing pages. I used Swipe Pages for specific ads and Thrive for WordPress. I did a lot of A/B testing on Landing pages, but as I said above, I did a lot of Research regarding this niche on social media and forums, so I knew what was going on and what type of Landing page copy was going to work flawlessly for my client.
Spoiler ALERT: I am a Direct response AD copywriter, too 😀
Conversion Tracking & Attribution Model :
Now let’s talk about conversion tracking. As I said above, I did nothing fancy, I just did just basic settings, and for the attribution model, I chose the last-click version. Pretty simple.
Remarketing :
Ok, I took an unconventional approach as I am LOCAL SEO too. I created my client’s Google business profile & fully optimized it. From there, I used to get data about the people who were searching for him and the keywords he is gaining appearances organically. I took those keywords, created a separate campaign, and targeted those keywords in Google Local Map Ads and Search ads. Pretty Genius, I know! Combining the Google business profile data and Google Ads results is in front of you. Always try to think out of the box. A true marketer can understand Google Multiple Products and utilize data from every available source.
Clear Results
My optimization techniques helped my client significantly improve their Google Ads performance. The increased number of conversions and revenue generated clearly demonstrated the success of my approach.
Compelling Narrative
The challenges faced by my client were common to their business, but my tailored approach to his problem helped us design a winning strategy. As a Google Ads Manager/ specialist, I achieved excellent results that exceeded the client’s expectations by leveraging my expertise in Google Ads optimization.
My work with this healthcare niche client demonstrates my ability to help businesses optimize their Google Ads accounts to achieve desirable ROI, Increasing revenue & exponential growth. Contact me today to learn how I can help your business succeed.
Email: Ask@Shariqads.com
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