Improving Quality Of New Patient Leads Through Google Ads Account Restructure

After driving traffic to the The Hand Specialist website, POLARIS optimised daily to ensure targeting would focus on patients that would most likely request an initial appointment to the private clinic.

Business Case

After launching their Google Ads campaign, using client data to target areas in London of previous patient locations, Polaris were seeing an increase in traffic to their website as well an increase in driving initial consultations to the clinic.

To continue to drive appointment requests through the website, Polaris set out to tighten their targeting in order to really refine the quality of new patient leads coming in. Through ad copy enhancements and keyword optimization, the campaigns were made very clear that the service was “private” and based in Central London, with early morning and late appointments available.

Each Ad Group contained keywords such as “private” and “London” to ensure Polaris were targeting users who were searching for hand specialists through a private clinic and not through the NHS. Negative matching of other hand specialists and locations were done daily to further tighten targeting and really drive users to the website who would most likely enquire about an initial assessment.

After making these changes to their PPC strategy and refining their targeting through negative matching competitors, we saw an increase in initial consultations through web submissions, email and phone as well as a decrease in cost per acquisition.

POLARIS successfully increased The Hand Specialist’s website traffic and new patient consultations for their private clinic in Central London. In the last 5 months, CPA has decreased by 92%. This has helped The Hand Specialist to reach more patients at a lower cost per lead, and in turn getting their diary filled up with initial patient consultations as well as surgery bookings.

“The Polaris team perfectly understood and identified key audiences to target with keywords and locations in London. This expertly aligned our business objectives.”

Ramon Tahmassebi
The Hand Specialist

Outcomes

After driving traffic to the The Hand Specialist website, Polaris optimized daily to ensure targeting would focus on patients that would most likely request an initial appointment to the private clinic.

After launching their Google Ads campaign, using client data to target areas in London of previous patient locations, Polaris were seeing an increase in traffic to their website as well an increase in driving initial consultations to the clinic.

To continue to drive appointment requests through the website, Polaris set out to tighten their targeting in order to really refine the quality of new patient leads coming in. Through ad copy enhancements and keyword optimization, the campaigns were made very clear that the service was “private” and based in Central London, with early morning and late appointments available.

Each Ad Group contained keywords such as “private” and “London” to ensure Polaris were targeting users who were searching for hand specialists through a private clinic and not through the NHS. Negative matching of other hand specialists and locations were done daily to further tighten targeting and really drive users to the website who would most likely enquire about an initial assessment.

After making these changes to their PPC strategy and refining their targeting through negative matching competitors, Polaris saw an increase in initial consultations through web submissions, email and phone as well as a decrease in cost per acquisition.

Polaris successfully increased The Hand Specialist’s website traffic and new patient consultations for their private clinic in Central London. In the last 5 months, CPA has decreased by 92%. This has helped The Hand Specialist to reach more patients at a lower cost per lead, and in turn getting their diary filled up with initial patient consultations as well as surgery bookings.