ProCare Ultrasound (Google Ads)

Prior to our engagement, ProCare Ultrasound was running Google Ads without a reliable way to measure lead quality. While ads were generating traffic and some calls, there was limited visibility into which interactions represented true patient intent versus short or low-value engagements.

Campaigns were not fully segmented by clinic location, which made it difficult to:

• Allocate budget efficiently between Dunwoody and Duluth
• Optimize performance at the location level
• Scale successful campaigns while reducing wasted spend

As a result, paid advertising lacked both clarity and predictability as a patient acquisition channel.

The objective was not simply to increase lead volume, but to build a high-intent, measurable acquisition system that consistently generated real patient conversations.

Primary KPIs

• Total inbound leads (calls + form submissions)
• Qualified calls segmented by duration (2+ minutes, 3+ minutes)
• Cost per conversion
• Conversion rate
• Consistent lead flow across both clinic locations

We restructured the Google Ads account with a performance-first, intent-driven approach.

Key Strategic Changes

• Created separate campaigns for Dunwoody and Duluth, allowing independent bidding, budgeting, and optimization
• Shifted keyword targeting toward appointment-ready search terms
  
• Implemented negative keyword filtering to eliminate irrelevant traffic
• Allocated budget dynamically based on real performance data rather than assumptions
• This structure enabled precise control over spend while allowing top-performing campaigns to scale.

Ad messaging was refined to emphasize:

• Local clinic availability
• Professional diagnostic services
• Clear calls to action such as “Call Now” and “Schedule Appointment”

Ads were optimized for mobile-first behavior, reducing friction and encouraging immediate patient action during high-intent search moments.

A robust tracking framework was implemented to move beyond surface-level metrics.

Tracking Enhancements

• Call tracking with duration thresholds to separate meaningful patient conversations from brief or accidental calls
• Campaign- and location-level attribution for calls and form submissions
• Clear segmentation of call quality based on length

This allowed performance decisions to be made using actual patient engagement, not just clicks or impressions.

Campaigns were actively monitored and refined through:

• Ongoing bid and budget adjustments
• Keyword expansion and pruning
• Pausing underperforming ads and scaling top performers
• Reallocating spend toward higher-converting locations

As performance stabilized, budgets were scaled gradually to increase lead volume without sacrificing efficiency or quality.

A comparison of the 6 months prior to management versus the most recent 6 months shows a clear and measurable transformation in performance.

Google Ads Performance

Before (6 months):

• Impressions: 53,870
  
• Clicks: 5,644
  
• Ad Spend: $7,346
  
• Conversions: 77
  
• Conversion Rate: ~1.36%
  
• Cost per Conversion: ~$95
  

After (6 months):

• Impressions: 99,641
  
• Clicks: 5,632
  
• Ad Spend: $10,631
  
• Conversions: 672
  
• Conversion Rate: ~11.9%
  
• Cost per Conversion:

Before:

• Total Calls: 118
  
• Calls ≥ 2 minutes: 49
  
• Calls ≥ 3 minutes: 37
  
• Average Call Duration: 129 seconds

After:

• Total Calls: 1,061
  
• Calls ≥ 2 minutes: 423
  
• Calls ≥ 3 minutes: 279
  
• Average Call Duration: 132 seconds
  

Key Performance Improvements

• 772% increase in tracked conversions
  
• ~9× increase in total inbound calls
  
• ~8.6× increase in qualified (2+ minute) calls
  
• ~83% reduction in cost per conversion
  

Lead quality maintained while scaling volume significantly

• Location-specific campaign structure dramatically improved efficiency
• Call-duration tracking provided true visibility into lead quality
• Ongoing optimization reduced wasted spend and improved ROI
• Controlled scaling enabled sustainable growth without volatility

This campaign demonstrates a performance-driven approach to paid advertising. By combining strategic account restructuring, disciplined optimization, and advanced lead-quality tracking, Google Ads was transformed into a scalable and predictable patient acquisition channel for ProCare Ultrasound.

The result is not just more traffic—but more qualified patient conversations, clearer ROI, and long-term growth stability.

Before:

After:

Campaigns: