Multi-provider healthcare practice (client confidential)
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Google Ads Rebuilt Around Booked Appointments, Not Clicks

Multi-provider healthcare practice (client confidential)

Calls and forms tracked to the keyword behind them
Every lead
Search term and negative keyword reviews
Weekly
Campaigns organized around what the practice offers
By service
The number we report on every month
Cost per lead

Overview

The client

A growing multi-provider practice had run Google Ads for years. The account had been set up quickly, added to over time by different people, and judged mostly on clicks and impressions. Leadership could see the monthly spend but not what it was producing.

The Challenge

Broad keywords were matching searches the practice did not want, from job seekers to people looking for services it does not offer. Calls from ads were not tracked, so the busiest campaigns looked the same as the quiet ones. Every ad sent people to the homepage, and nobody could say which services or locations were worth the money.

Goals

What we set out to do

  • Connect ad spend to booked appointments, not clicks
  • Stop paying for searches the practice does not want
  • Organize campaigns around the services and areas that matter most
  • Send each ad to a page that matches what the person searched for
  • Report monthly in cost per lead that leadership can act on

How we did it

Our Approach & Strategies

  1. 01

    Conversion tracking first

    Set up call tracking, form tracking and booking confirmations as conversions in Google Ads, so every lead could be traced back to the campaign, ad and keyword that produced it.

  2. 02

    Account restructure

    Rebuilt the account into tightly themed campaigns by service and location, with ad groups small enough that the keyword, the ad and the landing page all say the same thing.

  3. 03

    Search term cleanup

    Reviewed actual search terms and built shared negative keyword lists for jobs, unrelated services and research searches, then kept reviewing them every week.

  4. 04

    Ads and landing pages that match

    Wrote new responsive search ads with sitelinks and call assets, and pointed each ad group at a page built for that service instead of the homepage.

  5. 05

    Budget follows results

    Shifted budget, bids and ad schedules toward the services, areas and hours that produced booked appointments, and away from the ones that only produced clicks.

family doctor accepting new patients

Sponsored

yourpractice.com › new-patients

Accepting New Patients | Same-Week Appointments

Board-certified providers, most major insurance accepted. Book online in minutes or call to schedule your first visit.

  • Book Online
  • Insurance We Accept
  • Meet Our Providers
  • Locations & Hours
Call tracked Form tracked Booking tracked
Example ad for illustration.

Results

What changed

  • Every call and form is now tracked to the campaign and keyword that produced it
  • Irrelevant searches are filtered out by negative keyword lists that get reviewed weekly
  • Budget moves toward the services and areas that book appointments
  • Each ad lands on a page that matches the search instead of the homepage
  • Leadership gets a monthly report in cost per lead, not clicks

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