Increasing the Return on Investment in Contextual Advertising for a Dental Clinic

Client

Network of Dental Clinics

Client’s Request

To restructure the advertising account and update the strategy to enable flexible campaign management for specific service lines.

The request was formulated to address several key issues:

1. Managing Doctor Utilization to Balance Patient Flow Across Different Services.
   Due to imbalances in patient distribution, administrators of certain services had to offer appointments 3+ weeks in advance, which led to a significant decrease in confirmed visits, as patients chose competitors instead. At the same time, doctors in other service lines were reporting nearly empty schedules.
2. Increasing ROI for PPC Campaigns.
   Optimizing return on investment (ROI) without an automated cross-analytics system is quite challenging. While it’s still a complex but understandable process for e-commerce projects, achieving this goal for a medical services project required a new approach.

We wouldn’t have taken on a new project with these goals, as ROI is not a direct area of influence for PPC tools. However, we accepted the task because it came from one of our long-standing clients, whose project we’ve been managing for over three years. As a result, our specialists had the necessary experience and specific knowledge of the business and niche, while the client had a high level of trust in our team.

Strategy Implementation Stages

In any circumstances, before optimizing for ROI, it is essential to accumulate a sufficient amount of data in the account. Strategy implementation was conditionally divided into two stages: Optimization for Quantity and Optimization for Quality.

The goal of the first stage was to collect the maximum possible number of conversions within the budget in the Google Ads account. In a previous case study, “How Strategy Changes Helped Increase Conversions by 60%,” our specialists detailed the work done to optimize the advertising account for quantity metrics, so in this material, we will focus on the implementation of the second stage.

From Quantity to Quality

The ideal solution for this task is implementing cross-analytics. However, the high cost and technical complexity of this process forced our team to look for other methods. Of course, alternative approaches are less effective and accurate, but considering economic feasibility, they are the optimal choice.

To optimize the campaigns for ROI, we developed and agreed on the following action plan:

1. Created a table listing all services and historical data of the advertising account (Cost, Number of Conversions). We extracted data from the clinic’s CRM system for comparable periods and, based on this information, calculated the Average Check value for each service.

   

   Example of the table with key metrics

2. Assigned a static value to conversions in the advertising account based on the conversion rate from Lead to Client and the Average Check.

   

   Static conversion value in the Google Ads account

3. Grouped campaigns with identical ROAS values and goals into a Shared Budget and Portfolio Strategy. The remaining campaigns were kept on individual budgets to retain the ability to adjust them without negative consequences.

Results

1. Number of Conversions increased by 26.8%.
2. Conversion Value increased by 53.5%.
3. ROI increased by 2.39%.

Campaign results: last 6 months compared to the previous period

In addition to the above results, the use of static conversion values and regular feedback from the client (to keep Average Check data up to date) enabled us to:

• Reduce response time to client requests regarding changes in priority service lines.
• Increase PPC team autonomy and reduce the number of queries requiring client approval.

Conclusions

1. For projects with up to 500 leads per month and limited resources, it is quite possible to operate without an automated cross-analytics system. While the results are not as precise, this approach is economically justified.
2. By structuring the service portfolio and financial indicators, it is possible to significantly reduce response time to client requests regarding changes in priority service lines. Specific key parameters and the methodology for evaluating their values increase the PPC team’s autonomy and reduce the number of questions requiring additional agreement.
3. Data correlation from the advertising account with actual financial results helps avoid misunderstandings due to differences in terminology between PPC specialists and the business.

Project Team

• Project Manager: Alexandra Nesina
• PPC Specialist: Alexander Shilin
• Head of PPC Department: Galina Liman