US Healthcare Network — Google Ads Transformation
65%
Conversion rate increase
26%
CPA decrease
12%
Monthly lead growth
4 months
To optimal performance
01Industry
Healthcare · multi-location network — United States
02Business challenge
A multi-location US healthcare network had campaigns that were under-segmented, over-weighted on broad match and missing conversion intent signals entirely. It needed more leads at a lower cost per acquisition.
03Campaign objective
Grow lead volume while reducing CPA across all locations within four months.
04Strategic approach
- 01Complete account restructure by service line and geography.
- 02Aggressive negative keyword hygiene.
- 03Audience-first bidding with Target CPA at campaign level.
- 04Conversion value rules to prioritise high-value services.
- 05Full ad extension build-out: call, location, sitelink and callout.
- 06Monthly CPA target reviews with client leadership.
05Channels used
- Google Ads
- Search
- Smart Bidding
06Measurement framework
- Conversion rate→
- Cost per acquisition→
- Month-on-month lead growth→
- Conversion value by service line
07Results
Conversion rate rose 65% across all campaigns. CPA dropped 26% despite increased spend, and monthly lead volume grew a consistent 12% month on month over four months.
Index values are derived from the reported percentage changes.
08Key learning
“Structure is strategy. Separating service lines and geographies gave smart bidding clean signals — and let leadership set CPA targets that reflected what each service was actually worth.”
Historical results from the ElevateDigi portfolio, as reported by ElevateDigi. These were team engagements, presented here as selected professional experience from my work at ElevateDigi. Client identities are withheld.