Ad campaign leads to increased appointments during the pandemic
In 5 months, this large orthopedic practice acquired new patients with online ads. Running a Google Ads campaign had immediate ROI, even during a pandemic.
At a Glance
230 online appointment requests and calls over 5 months
The Client
The client is a multidisciplinary, patient-based center of excellence in a Florida metropolitan area for the treatment of all orthopaedic conditions in children, adolescents, and young adults. There are 7 physicians in the practice whose specialties include Scoliosis, Kyphosis, Pediatric orthopedics, Sports medicine, Fractures and trauma, Foot/ankle, and Hand/upper extremities.
The Situation
As a surgeon who is part of a larger practice, our client The practice needed a way to bring in patients needing care once they were allowed to start doing elective procedures again during the COVID pandemic.
Our Solution
Our team developed a Google Ads campaign to attract the parents of patients needing care related to the practice’s specialties. We identified relevant keywords, created compelling ad copy, and targeted the campaign to their local market. The campaign launched in June 2020 with an ad spend of $1,000/mo.
Results
With 230 calls and online appointment requests in 5 months, the campaign performed quite well. The campaign had a conversion rate of over 10.75%, which is quite high for a paid search campaign and indicates that their landing pages are effective at converting patients. The click-through rates for this campaign are also impressive, at nearly 10% also, indicating that the ads caught the attention of potential patients. For reference, current industry data indicates that the average click-through rate in healthcare is 3.27%, and the average conversion rate is 3.36%.**
**Source: https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks
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