Healthcare Google Ads Campaign Delivers 821 Conversions a Month

Challenge

Clinical Partners, based in Sheffield and across the UK, offer a variety of services including both adults and children Autism and ADHD assessments. They work across the country with private and NHS patients.

They came to us for assistance with their Google Ads campaigns. The aim of their ads is to attract more private patients to complete their ADHD assessments. However, many researchers are in different stages of their journey, with the majority of audiences only searching for informational queries.

The main aim of our campaign was to divide the Google Ads into two different categories, to target those at different stages of their journey - both top of funnel audiences and bottom of funnel audiences. This was to ensure no budget was wasted on those who were not ready to proceed, and the relevant audience was correctly nurtured throughout their customer journey. Here is how we did it…

Solution

Firstly, as with all campaigns, we set about undertaking extensive keyword research to see what the target audience was searching for. The aim of this was to separate the informational search terms from the higher-intent search terms.

Given the time and expense of Clinical Partners’ services, the customer journey is a process, not an impulsive purchase. Because of this, Clinical Partners only wished to target audiences who were further along in their ADHD discoveries. Within this pool of relevant search terms, we split the campaign into two parts again, top-of-funnel and bottom-of-funnel audiences.

The two campaigns, targeted at each audience, had their own landing pages. The top of funnel was taken to a landing page that offered a free assessment, whereas the landing page for the bottom of funnel audiences took them straight to a ‘contact us’ form. This was done to encourage the most conversions and spread the cost more effectively across the campaign.

Because of this, tracking the entire journey was imperative. It allowed us to accurately follow the customer lifecycle, as sometimes this could be up to three months long. Comprehensive tracking from start to finish allowed us to monitor the ROI on the ad spends and ensure they were performing effectively.

We then used these findings to inform the rest of the campaign, with great results.

Results

The simultaneous campaigns were incredibly successful and saw a combined total of over 13,000 clicks per month, at an average £0.66 cost-per-click! The tracking and optimisations meant we could accurately track over 800 conversions per month at an average of just £10.82.

The team at Clinical Partners were impressed by our tenacity and even asked us to train them to help expand their knowledge as an in-house team.