The name of the company is not disclosed under the terms of the NDA
The company is a multidisciplinary dental clinic of premium class. The company is a multidisciplinary premium-class dental clinic. It operates in one of the cities of Ukraine.
Tasks:
Stable lead generation from the search engine network
Lead generation for special offers
Finding ways to attract new users and customers through Google Ads
Work plan.
Setting up tracking of conversions and remarketing audiences (Google Ads, Google Analytics), call tracking (Ringostat), transferring sources of applications and calls to CRM
Market and Competitor Analysis
Account structure planning
Collecting semantics for search campaigns
Development of ad variants for testing
Preparation and launch of search campaigns, testing of bidding strategies
Development of display ads
Preparation and launch of Display, Discovery, and Video campaigns
Further optimization of active campaigns
Launching promotional campaigns for special offers
Realization
The clinic provides a very wide range of dental services. A separate page on the website was created for each service. For this reason, it was decided to structure search campaigns by thematic areas (Orthodontics, Periodontics, etc.). At the same time, over time, individual services were separated from the prefabricated campaigns into their own campaigns for more efficient budget allocation. A total of 35 search campaigns were launched.
Remarketing for medical services is prohibited in Google Ads. Nevertheless, we managed to achieve high efficiency for Display and Discovery campaigns on new users. We also managed to create a stable flow of leads from Video campaigns.
Results.
The number of requests (calls and applications) increased by 73.67%. The traffic volume increased by 82.4%. At the same time, the actual CPA is 44% lower than the set KPI. The number of brand conversions doubled thanks to media campaigns.