Case Study: Paid Advertising
Phlebotomy On Wheels: PPC Case Study
A mobile lab testing service whose bookings come in by phone wanted to reach more clients after a previous agency fell short. We restructured its Google Ads around the action that mattered: the call.
- Campaigns managed by an in-house team, never subcontracted
- Built around the conversion your business runs on
- No lock-in on standard services
- No guaranteed lead numbers, just honest reporting
The client
Lab testing that comes to the patient
Phlebotomy On Wheels is a mobile lab service provider. With over a decade of experience and a focus on convenience and quality, it provides reliable, end-to-end lab testing to clients in the comfort of their own homes.
The challenge
Paid marketing that was not producing
Phlebotomy On Wheels was no stranger to paid marketing, but it had not received the results it wanted from its previous agency. It approached Content Writing Square with one objective: grow its client reach.
The business model shaped everything that followed. Customers call in to schedule appointments, so a click on an ad is worth little unless it becomes a phone call. A campaign optimised for website visits would be measuring the wrong thing.
Not sure which option fits?
Send us the brief. You will get a scope, a timeline and a fixed price within 24 hours — no obligation.
What we did
The plan of action
We created a paid marketing strategy for a Google Ads campaign focused on increasing the number of phone calls to the business.
- A Google Ads strategy built around phone calls, the action that books appointments
- Restructuring of the existing campaign
- Target audience adjustments to focus on the people most likely to book
- Bid adjustments to put budget where calls were coming from
- Regular monitoring and campaign reviews to fine-tune performance over time
The result
What the work achieved
Since partnering with Content Writing Square, Phlebotomy On Wheels has achieved milestone results through paid marketing, with regular monitoring and review continuing to improve the campaign's performance.
Our record of this project does not include labelled figures we can publish accurately, so we do not quote numbers here.
Lessons
What call-driven businesses can take from this
Optimise for the conversion your business actually runs on. For a service booked by phone, that means tracking calls as conversions, using ad formats and extensions that make calling easy, and judging the campaign on calls rather than clicks.
A restructure is often more useful than more budget. Campaigns that have been run for a while collect overlapping ad groups and targeting that made sense once. Rebuilding around a single clear goal, then adjusting audiences and bids against it, gives every dollar a job.
Free proposal
Tell us the goal. We’ll send the plan.
Share your requirements and a strategist gets back to you within 24 hours with scope, timeline and a fixed price. No obligation, no sales pressure.
-
Response within 24 hours
Usually much sooner during business hours.
-
Talk to a strategist
Not a call centre — the person who scopes your work.
-
Fixed pricing upfront
You approve the number before anything starts.
Prefer to talk?
[email protected]Questions
Questions about this case study
Still unsure about something? Talk to a specialist — no script, no sales pitch.
We built a paid marketing strategy around increasing phone calls, since customers book appointments by calling. The existing campaign was restructured, then optimised through target audience and bid adjustments, with regular monitoring and review to keep improving its performance. The aim throughout was more calls from people ready to book, not more clicks.
Google Ads can record calls made from ads and calls made after someone visits your website, as long as call tracking is set up correctly. We define what counts as a meaningful call, often based on call length, so the campaign learns from real enquiries rather than misdials.
When an account has grown over time, its structure can work against its goal: overlapping keywords, mixed objectives and budgets spread too thin. Rebuilding around one clear goal makes it easier to see what is working and to adjust audiences and bids with confidence.
No. Call volume depends on demand in your area, competition and your own availability, as well as the ads. We commit to proper setup, continuous optimisation and honest reporting on what the campaign is producing. If we think the limit is elsewhere, for example missed calls or service area, we will say so.
Yes. Service businesses that book by phone, including healthcare providers, are a good fit for call-focused campaigns. Healthcare advertising has its own policy rules on Google, so we review your services and landing pages against them before launching. That review helps avoid disapproved ads that stall a campaign after launch.
Works well with
Pair it with the rest of the stack
Ready when you are
Ready to work with the pros?
Get a free proposal in 24 hours — scope, timeline and fixed price. No obligation, no lock-in contract.
Trusted by 13,000+ businesses · 30M+ words published · 50+ industries