Search ads are still a powerful tool in 2024, even if the market is crowded. However, with the right niche and proper tracking you can do wonders. This search ads case study for a physical rehab clinic in Eastern Europe will demonstrate how you can improve the visibility of your product or service as well.
Client Outlook
Our client was a physical rehabilitation clinic that deals with a plethora of physical maladies. Their work includes therapy for back, chest or neck pain, disc herniation, shoulder tension, sciatica, buttock pain, and hip tightness. They have numerous seasoned professionals in their employ and are active in improving the lives of their patients. The company has been active since 2022, being fairly new.
The company has received a lot of great reviews and is active in their community. However, they were not well-known in their region and require better market awareness. This is why they reached out to Promoguy for better online marketing outreach.
Search Ads Strategy
This was one of the client’s first attempts at online marketing, so our work involved creating a lot of new strategic plans. The market and region they operate in is fairly competitive for a new entrant but there was a lot of opportunity for better digital outreach. The company set itself apart by being more active on Google.
Our strategy was to create a better tracking structure and to work with Google search as the primary engine. We began planning for Google search ads and google display ads more specifically. We began working with updated targeted keyword lists and cut out waste keywords (ones which would not garner clicks or would garner the right search intent).
Many of the search queries were standard such as “physiotherapy clinic” or “rehabilitation centre”, at first. However, the real trick was to get more granular results with long-tail keywords. While these had a smaller volume, they would allow us to be far more specific with the niches we worked with. Specific cities and specific procedures help produce far better results per keyword at a lower cost per click.
Among the keyword research tools, we used SEMrush and Google search console. With some basic applications, we set about creating the appropriate process to improve the clickthrough rate.
Search Ads Tracking
From the tracking, we were able to gather more stats about age and gender. As suspected, women were more likely to seek out medical assistance, with many studies suggesting the same. This complied with the data we gathered from the website analytics.
There were multiple dimensions to the tracking. We gathered daily target audience stats, noticing that the majority of search performance came from weekdays:
We also noted that the highest ad performance came from mobile devices. This indicated that it would be best to optimise landing pages for mobile devices and shorten the number of clicks for effective conversions. Our procedure for relevant keyword focus was working as well, allowing for more regional procurement. This also allowed them to adjust their call to action for better strategic focus.
We were now focusing very specifically on user behaviour and providing informed actions. The page was being displayed heavily on the search engine results page. No more shooting in the dark for our client.
Results
By the time the Google ads campaign reached its full stride, we had increased conversions by 60% with our ad groups. This amounted to far higher monthly clicks for search ads at a far lower cost per click.
The client saw an all-time high in clients reaching out and were now able to anticipate their needs more effectively. They also beat out the competition in their region and easily reached out to patients. Aside from the increase in clicks, cost per click (CPC) decreased by 60%.
The new process was beneficial for their practices as well. Knowing what patients are looking for helps clinics perform their services better. They can anticipate common problems and track them, allowing for better overall care. With the help of more specific keywords, patients can easily find the exact clinic they need for their particular ailments.
With a proper process in place, they could make the most of their Google ads account. With some basic text ads, they’ve been attracting clients and performing above expected seasonality.
