PPC Case Study – Dental Industry

Challenge

The main challenge of the account was to increase conversions (calls and form submissions) while simultaneously lowering the cost per conversion. Unfortunately, the client was spending more money but seeing fewer conversions, and there were complaints regarding the inappropriate campaign structure.

Upon closer inspection, we discovered several reasons for the low performance. There was an inadequate budget, no proper campaign segmentation and optimization, and poor ad copies. But we were determined to turn things around.

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Solution & Process

We started by adding more relevant keywords to ensure that users who were searching for dental services would find our client’s website. We also targeted our PPC ads to people who were geographically able to benefit from the client’s services.

We implemented A/B testing for ad headlines and descriptions, and the results were significant. The new ads performed much better than the old ones, leading to an increase in the click-through rate (CTR) and a decrease in the cost per conversion.

Other steps we took included setting up conversion actions for thank you pages and calls, geo-targeting to eliminate irrelevant locations, and adding both keywords and negatives to the campaign. We also bid more on mobile devices to generate high click-through and conversion rates.

Results

The results of our efforts were impressive. Within just four months, conversions increased from three to 37, the cost per conversion reduced from $397.41 to $39.43, and the conversion rate improved from 2.46% to 15.10%. We were thrilled with these outcomes and proud to have helped our client achieve their goals.