Overview
A 4-location healthcare clinic group needed to increase patient acquisition through search advertising. Trendaway's search-first strategy delivered $863K in revenue and 1,247 new patients.
Challenge
Healthcare search was increasingly competitive with CPCs up 40% year-over-year. Previous agency used single campaign structure with broad match keywords. Brand terms were being conquested. Phone call tracking was not implemented.
Strategy
We implemented: Brand Defense campaigns with 95%+ impression share, High-intent procedure campaigns with exact match keywords, Local Service Ads integration, Performance Max with CRM audience signals, and Call tracking with dynamic number insertion. Bidding used target CPA based on predictable patient LTV.
Results
Brand impression share increased to 97%. High-intent campaigns achieved 14.2% conversion rate. Call tracking revealed 43% of bookings came via phone. 1,247 new patients at $692 average first-visit value. $863K revenue from $187K ad spend - 4.6X return.
Key Takeaways
- Brand defense campaigns are non-negotiable in competitive healthcare markets
- Phone call tracking typically reveals 30-50% more conversions than online tracking alone
- Target CPA bidding works better than ROAS for healthcare because patient LTV is predictable