The Keyhole Heart Clinic PPC Case Study, PPC Case Studies

The Client.

Keyhole Heart Clinic is a specialist’s heart clinic with more than 15 years of expertise. Having seen our success in the health sector, they approach us wanting a PPC campaign that would enable them to drive the visibility of the brand forward and generate leads whilst reducing the total cost of their paid marketing efforts.

Results.

Hitting the ground running with The Keyhole Heart Clinic, we are thrilled to see approach pushing the client towards an increase in online visibility and leads.

+356%

increase in click-through rate

+124%

increase in conversions

-70%

decline in cost-per-lead

The Objectives

When partnering with Keyhole Heart Clinic we knew that we would need to create a new set of campaigns from scratch. Through doing so, we would be able to make good use of smart bidding and creatives available to use, which would ultimately lead to greater success.

01. Increase the number of leads generated through paid search activity

02. Focus on hard conversions rather than clicks on the map for directions

03. Improve the visibility of the brand through utilising USPs in the campaign

The Strategy.

Before carrying out the campaign set up, we first fixed the conversion tracking on the account to ensure that all data was being passed through accurately. This helped to ensure that all data was captured – not just some of it. We also set up an advanced Looker Studio report to highlight the campaign performance to the client and identify what was already working well and what may need an extra push.

The Campaign.

Partnering with Keyhole Heart Clinic, we first conducted keyword and competitor research to build a modern campaign structure that would allow us to effectively map out our pay-per-click activity. As part of this, we were keen to make good use of Google Tag Manager (GTM) to focus on conversion points that are considered important to the client such as calls and the total number of form completions. We applied this knowledge throughout the campaign, utilising a combination of creative search ads and through providing the required signals to the machine learning (such as audiences). We also set up dynamic search ad groups to reach a higher number of searches relevant to the targeted landing page. To help us track the performance of the campaign, we created a bespoke report to access typical Google Ads performance data that helps us determine optimisations that can be made in addition to call performance. This included potential patients who directly dialled the phone number in the ad extension without selecting the number.

+126%

increase in conversions

"Thoroughly enjoyed working with the Absolute Digital team across our campaign, including web build and PPC. The team have been incredibly helpful and have understood our mission from the start, helping to progress the business at speed. They clearly have good knowledge of our industry and what we want to achieve. I'm looking forward to watching our relationship progress."

Inderpaul Birdi

Company Owner

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