Challenge
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- Getting more prospects from the website that will convert in a profitable way.
- Converting prospects into customers
- Reducing overall costs – not getting great return from Google Ads when we were engaged
- Were managing the account themselves and were finding they did not have enough expertise to manage it on an ongoing basis
Solution
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- Set campaign to target in a very tight geographic radius (>15 km) around clinic, and only people within the area
- Use phrase match keywords to be more confident about the intent of the person doing the search
- Manage Cost Per Click (CPC) manually rather than just giving Google a bucket of money. Google does not promote this approach but in our experience it allows us to control costs better and to have more control over the development of the campaign.
- Daily campaign shaping – almost 30 negative keywords added
Outcome
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- Fully working sales funnel
- Conversion tracking verified
- Click Through Rate increased from 0.4% to >10%.
- Avg CPC reduced by 10%
- Conversion rate at least tripled – conversions were previously measured as a visit to the About Us page whilst now a conversion is measured when someone shares their contact details.