Client
Ladisten Clinic – a medical center specializing in specific surgeries in the field of cosmetic orthopedics and limb traumatology.
Objective
Increase the number of conversions.
Project Duration
May 2023 – August 2024
Project Highlights
When setting up search campaigns, we used broad and general keywords. This approach was necessary because narrow, highly specific keywords describing the clinic’s services had low search volume. By adopting this strategy, we were able to attract more potential clients despite the niche’s specificity.
Geographic Targeting
The primary focus of the campaigns was Ukraine, along with Kazakhstan, where the clinic conducted on-site consultations.
Advertising Campaign in Ukraine
Our team set up targeted advertising to promote the priority categories: “Trauma/Fracture” and “Hip Dysplasia Treatment” in the Search Network.
Given the low search volume of relevant keywords, we decided to test search ads in the Display Network. The results showed that enabling this feature helped increase the number of conversions while maintaining their cost.
As a result, Display Network ads are only shown when there is an unused budget and an opportunity to gain conversions through such placements. This strategy allows us to efficiently utilize the advertising budget without risking a decline in search ad impressions.
In October 2023, to support the “Trauma/Fracture” campaign, we launched a Performance Max campaign for the same category. This allowed us to expand reach across various Google channels and generate additional conversions:
By March 2024, there was a need to reduce overall spending for the core categories. To minimize the negative impact of budget cuts on campaign performance, we implemented a gradual cost reduction strategy.
Thanks to this approach and campaign optimization, our team achieved a 43.1% reduction in costs, while the number of conversions decreased by only 10.3%:
Advertising Launch in Kazakhstan
With planned consultations in Kazakhstan, our team proposed launching a campaign to raise awareness about the opportunity to consult with Ukrainian surgeons.
The campaign aimed to promote the surgeons’ visit and encourage appointment bookings. To achieve this, we launched Performance Max campaigns along with search advertising campaigns across all relevant medical services.
Given the limited timeframe and the availability of only a single general landing page that provided information about the visit and consultations, we decided not to separate services into individual ad groups. This approach allowed us to collect data more quickly and optimize the bidding strategy efficiently.
Since remarketing in the medical field is restricted by Google policies, Performance Max proved to be an effective alternative. Thanks to automation and precise targeting, this campaign helped expand audience reach and attract new users while staying compliant with platform policies.
Taking into account the landing page’s structure, we tracked user interactions based on the following conversion types: form submissions, clicks on messenger links, and chat inquiries via Binotel.
Conversion Specifics
The cost per conversion in the Performance Max campaign was 70% lower than in search campaigns, but the value of these conversions varies.
For instance, the majority of conversions in Performance Max were clicks on messenger links, whereas in search campaigns, conversions primarily involved lead form submissions. The value of these conversions differs due to the varying levels of user intent (different stages in the sales funnel), but both types play a crucial role in connecting potential patients with the clinic.
By combining search campaigns and Performance Max, we successfully maximized reach and efficiently attracted new clients.
Launching Advertising for Additional Services in Ukraine
Our team regularly tested the launch of advertising for additional clinic services, such as “Surgical correction of syndactyly,” “Rehabilitation massages,” “Surgical correction of valgus/varus leg deformities,” and others. However, we frequently encountered challenges related to low keyword search volume and low conversion rates, largely due to the niche’s specificity.
To evaluate effectiveness, we also conducted test launches for new services and collaborated with the client to assess the profitability of these advertising campaigns.
Conclusions
- The combination of search campaigns and Performance Max delivered excellent results both in Ukraine and internationally. This approach allowed for maximum reach and helped attract more clients while accounting for market-specific differences.
- Budget changes in ad campaigns should be implemented gradually to avoid disruptions in automated bidding strategies. A phased approach helps campaigns adapt to new conditions without resetting the learning process, ensuring stable performance.
- Additionally, when budget allocation across multiple services is not required, consolidating them into a single campaign allows for more data collection and faster bid strategy optimization, ultimately leading to better results.
Client Testimonial
We initially found Aweb through an online search. For us, key factors in choosing a partner were communication, a clear understanding of our goals, and a genuine interest in achieving results.
At the time, we wanted to start attracting new clients using Google tools for orthopedic services, including new areas within our medical center. Now, after several years of collaboration with Aweb, we have successfully increased both client flow and overall interest in our services.
Thanks to effective communication with the account managers, we always have a clear understanding of what is happening with our advertising and website. Moreover, we can see the Aweb team’s motivation to achieve results, identify growth opportunities, and determine what can be improved further.
We are completely satisfied with our partnership!
Project Team
Project Manager: Anna Vysotska
PPC Specialist: Iryna Khomenko
Head of PPC Advertising Department: Halyna Lyman
