- PPC Case Study:
Date
31 Dec, 2024
Client
Single Specialty Hospital (Gynaecology and Paediatrics)
Category
PPC, Performance Marketing
Location
Multiple Cities, India
The hospital wanted to grow appointments and procedure bookings in Gynaecology and Paediatrics using Google Ads. We built a focused performance marketing strategy that aligned research, campaign structure and landing pages to deliver more bookings at a profitable cost.
Challenge & Solution
Key challenges
- Low appointment and procedure bookings
Existing campaigns were not generating enough qualified calls or online bookings. - Limited digital revenue contribution
Ads and landing pages delivered poor engagement and missed opportunities to convert visitors into paying patients. - Competitive market
Stronger digital players made it difficult for the hospital to capture share in key local markets.
Research and insight
- Conducted detailed keyword research around department, symptom and procedure searches, including long tail and local intent terms.
- Analysed competition and market activity, ad messaging and bidding levels to find gaps the hospital could own.
- Mapped patient journey from first search to booking, to understand which queries and locations were most likely to convert.
Solution focus
- Rebuilt the account and campaigns based on high intent keywords and priority services.
- Matched ad messaging to patient concerns, such as doctor expertise, safety and convenience.
- Directed traffic to strong, department specific landing pages designed for conversion.
Our Strategy
- Brand and competitor analysis
Analysed brand strength, unique service advantages and competitor positioning to decide where to focus spend. - Customised campaign structure
Campaigns were tailored by geography, department and procedure type, so budgets followed high value patient segments. - Continuous optimisation
Refined ad copies, optimised keyword strategy and built robust, campaign specific landing pages to improve click through and conversion rates.
(You can place your “Our Strategy” flowchart image in this section.)
Result Driven
Within a short period the hospital started seeing a clear uplift in digital performance
- Google Ads
(Percent increase in CTR on Google Ads)
0
% Increase
- Reach
(Percent increase in conversion rate from click to enquiry or booking)
0
% Increase
- Return on Investment
(Return on investment (ROI) from the campaigns)
0
X Growth
These results translated into a steady rise in appointments and procedures for the Gynaecology and Paediatrics departments, with paid search becoming a reliable growth channel for the hospital.
