Driving Leads for Medical Consultancy:
Reducing CPL by 35%

The client is a medical consultancy specializing in attracting UK patients to Spain for high-ticket medical treatments, including surgeries and specialized healthcare services. Due to the complexity and high cost of these treatments, the client needed a highly targeted advertising strategy to reach potential patients who are actively seeking medical procedures abroad. The challenge was to reduce the cost-per-lead (CPL) while improving the quality of leads despite the restrictions imposed by Google Ads’ healthcare policies.

There were several key challenges faced by the medical consultancy. First, Google Ads imposes strict healthcare advertising restrictions, which made it difficult to run campaigns without considerable oversight. This added an extra layer of complexity to the optimization process. Secondly, the cost-per-lead (CPL) was initially set at €90, and the goal was to reduce this while still attracting qualified leads. Finally, ensuring that the leads generated were highly qualified and ready to take action was crucial, especially when dealing with high-ticket medical treatments.

To address the challenges faced by the medical consultancy, we implemented a comprehensive Google Ads strategy, focusing on both the search and display networks to target relevant audiences. Here’s how we approached the campaign:

First, we implemented conversion tracking to accurately monitor the effectiveness of our campaigns. With this data, we were able to refine our targeting and continually adjust the strategy to maximize return on investment (ROI). By analyzing the performance data, we gained insights that allowed us to further improve ad copy, targeting, and bidding strategies.

A crucial aspect of our strategy was landing page optimization. We worked closely with the client to ensure that the landing pages were closely aligned with the ad messaging. We focused on making the user experience seamless by ensuring that the pages were informative, with clear calls-to-action, patient testimonials, and specific information about the medical treatments offered in Spain. This optimization increased the likelihood of conversion and improved the overall performance of the campaigns.

We also ensured we reached only the most relevant audience. The goal was to target potential patients in the UK actively seeking medical treatments abroad, specifically in Spain. By narrowing the geographic focus, we optimized the ad spend and ensured that the budget was being allocated effectively to those most likely to convert into leads.

Next, we crafted compelling ad copy that adhered to Google Ads’ healthcare policies while highlighting the benefits of receiving medical treatments in Spain. This was a key component of the campaign, as it helped engage potential patients by emphasizing high-quality, affordable medical care abroad. The ad copy was strategically designed to appeal to UK patients looking for specialized medical treatments, reassuring them of the care and services available.

To maximize the campaign’s effectiveness, we implemented automated bidding strategies. By using these strategies, we allowed Google Ads to adjust bids based on performance, ensuring that we were getting the best possible results for the allocated budget. We also conducted ongoing bid adjustments based on the performance of various ad groups and campaigns. This continuous optimization helped improve lead quality and reduced the cost-per-lead (CPL).

Finally, we tested video ads as part of the campaign, aiming to increase patient engagement and brand awareness. However, we found that search ads performed better in terms of driving conversions. As a result, we adjusted our focus back to optimizing search ads, which proved to be more effective in attracting qualified leads for high-ticket medical services.