Case Study: Paid Advertising
Your Total Foot Care Specialist: PPC Case Study
A Texas foot and ankle clinic needed paid advertising that produced patient leads. A year of campaign work built around lead-focused ad formats and careful keyword selection led to a threefold rise in conversions.
- Campaigns managed by an in-house team, never subcontracted
- Optimised continuously across the year
- No lock-in on standard services
- No guaranteed lead numbers, just honest reporting
The client
A specialist foot and ankle clinic
Your Total Foot Care Specialist is a foot and ankle medical clinic in Texas. It is run by board-certified foot surgeon Dr. James M. Jacobs and a team of podiatry specialists, and has focused on the prevention, diagnosis and treatment of foot and ankle pain for over 20 years.
The challenge
Paid search that creates leads
The clinic's need was straightforward: create leads. For a medical practice, a lead is a prospective patient who either calls or shares their details so the clinic can follow up. Paid advertising that produced clicks without those actions would not help.
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What we did
The plan of action
We created paid marketing campaigns designed to encourage people to get in touch, then optimised both the new and existing campaigns over the course of the year.
- Responsive search ads built to encourage users to share their details
- Call ads, so prospective patients could phone the clinic straight from the search results
- Optimisation of new and existing campaigns across the year
- Keyword selection and ongoing adjustments, which played a major role in attracting relevant traffic for lead creation
The result
A threefold rise in conversions
Since partnering with Content Writing Square, Your Total Foot Care Specialist has achieved milestone results through paid marketing, described in the original project write-up as a threefold rise in conversions.
The detailed figures in our record of this project were not labelled clearly enough to publish accurately, so we do not reproduce them here.
Lessons
What medical practices can take from this
Choose ad formats that match how patients get in touch. Some people want to call right away; others would rather leave their details and be contacted. Running responsive search ads and call ads side by side gives both groups an easy route.
Keywords decide who sees the ad. In healthcare, many searches are from people looking for information rather than treatment. Careful selection, and regular adjustment as the search terms report shows what is actually triggering ads, keeps the budget on people who are looking for a specialist.
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Questions about this case study
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We created campaigns using responsive search ads that encouraged users to share their details, and call ads that let people phone the clinic directly. New and existing campaigns were optimised over the year, with keyword selection and adjustments playing a major role in attracting relevant traffic for lead creation.
Responsive search ads let you supply several headlines and descriptions, and Google tests combinations to find what performs best for each search. Call ads are designed to get people to phone your business directly from the ad. For practices that book by phone, the two work well together.
No. Patient numbers depend on local demand, competition, your availability and how enquiries are handled, as well as the ads. We commit to proper setup, continuous optimisation and honest reporting on the leads your budget produces. If calls are being missed or forms are not followed up quickly, we will point that out too.
Yes. Google has healthcare and medicines policies that restrict certain claims, treatments and targeting. We review your services, ad copy and landing pages against the current policies before launch, which also helps avoid disapproved ads that stall a campaign. Policies change, so the review is repeated when campaigns are updated.
Ads can start producing enquiries soon after launch, but campaigns improve as they gather data and as keywords and bids are refined. The results in this case came from optimisation across a full year, so we recommend judging a campaign over months, not days.
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