500 qualified enquiries from paid search, at 40% lower cost per lead

The account was spending steadily and reporting plenty of conversions. The problem was what happened after the conversion. A large share of the enquiries were not people the practice could help, so the front desk spent its day politely turning them away while the reported cost per lead looked healthy.

Healthcare paid search has a second constraint most accounts do not. Ad copy, targeting and landing pages all sit inside advertising policy for a regulated category, so "bid harder" is rarely available as an answer.

We rebuilt the account around the treatments the provider wanted more of, rather than around every term the practice could plausibly match. Broad match groups that had been catching curiosity searches were cut, negatives were built from a full search-term audit, and budget moved to the intent that converted into booked appointments rather than into phone calls.

Each service got its own landing page instead of everything pointing at the homepage: what the treatment involves, who it suits, what it costs, and one short form asking only for what the practice needs to triage an enquiry. Call tracking and form routing were connected to the practice management system so that "lead" meant a person the clinic could book, not a submitted form.

Once the signal was clean, bidding could be pointed at it. Smart bidding was fed qualified-lead conversions rather than form fills, and the reporting the client sees was rebuilt on the same definition.

Over the campaign period:

• more than 500 qualified leads generated
• cost per lead down 40%
• return on ad spend up 280%

The cost-per-lead fall is partly a measurement change and partly a real one: fewer wasted clicks, and a stricter definition of what counts. Both matter, and we report them together rather than claiming the improvement is entirely media efficiency.