Business Challenge
The hospital network operated in highly competitive metro markets where treatment-related keywords drove high CPCs. Generic awareness campaigns were generating low-intent submissions, impacting appointment conversion rates and inflating CPL.
Paid campaigns required restructuring around treatment-specific intent, improved call tracking, and stronger landing page alignment to reduce drop-offs and improve appointment conversions.
Objectives and Success Metrics
The priority was to lower cost per appointment, increase qualified patient enquiries, and improve booking conversion efficiency.
- Reduce cost per appointment across treatment campaigns
- Increase volume of appointment-ready patient leads
- Target operations and procurement roles more accurately
- Improve call-to-appointment conversion rate
- Enhance performance consistency across metro cities
Cost Efficiency
Lead Volume
Conversion Rate
Metro Stability
Objectives and Success Metrics
The priority was to lower cost per appointment, increase qualified patient enquiries, and improve booking conversion efficiency.
- Reduce cost per appointment across treatment campaigns
- Increase volume of appointment-ready patient leads
- Target operations and procurement roles more accurately
- Improve call-to-appointment conversion rate
- Enhance performance consistency across metro cities
Cost Efficiency
Lead Volume
Conversion Rate
Metro Stability
Strategic Approach
We structured campaigns around treatment-level intent, optimized call conversions, and implemented remarketing recovery layers.
Treatment segmentation
Built location + treatment-specific search campaigns
Conversion optimization
Improved appointment CTAs and reduced friction on booking pages
Remarketing recovery
Deployed Meta remarketing to re-engage dropped enquiry traffic
Implementation Highlights
- High-intent treatment keyword targeting with location modifiers
- Call-only and call-extension ads for immediate appointment actions
- Meta Lead Ads with remarketing audience layering
- Landing page optimisation focused on faster appointment booking
- Conversion tracking aligned to call and form-based appointments
- Budget allocation toward high-performing treatments and cities
Implementation Highlights
- High-intent treatment keyword targeting with location modifiers
- Call-only and call-extension ads for immediate appointment actions
- Meta Lead Ads with remarketing audience layering
- Landing page optimisation focused on faster appointment booking
- Conversion tracking aligned to call and form-based appointments
- Budget allocation toward high-performing treatments and cities
Challenges and Resolutions
Outcome
Challenge
High CPL due to metro keyword competition
Resolution
Shifted to treatment-specific and call-focused ads
Result
37% reduction in cost per appointment
Outcome
Challenge
Low-quality leads from broad campaigns
Resolution
Refined targeting and remarketing layers
Result
2.4× increase in qualified patient leads
Outcome
Challenge
Drop-offs during appointment booking
Resolution
Optimized landing pages and CTAs for faster conversions
Result
42% improvement in call-to-appointment rate
Results and Business Impact
Why This Worked
Performance improved because campaigns were structured around treatment-level intent and supported by strong call-driven conversion pathways.
- Location + treatment targeting reduced wasted spend
- Call-focused ads increased immediate booking intent
- Remarketing improved enquiry recovery and conversion stability
Build a Scalable Growth System
Why This Worked
Performance improved because campaigns were structured around treatment-level intent and supported by strong call-driven conversion pathways.
- Location + treatment targeting reduced wasted spend
- Call-focused ads increased immediate booking intent
- Remarketing improved enquiry recovery and conversion stability
Build a Scalable Growth System