Quick Facts
The Challenge
Client: Multi-state primary care medical group (Medicare, 65+)
Goal: Increase lead generation (form fills / patient sign-ups) while controlling and reducing costs
Timeline: Late 2023 kickoff; full-scale optimization throughout 2024
Channels + stack: Google Ads, landing pages, HubSpot UTMs, Call tracking (CallRail), Looker Studio dashboards; supplemental testing via Facebook + Yahoo native (as expansion)
My role: Paid search strategy + restructure, conversion strategy, tracking/attribution improvements, reporting + optimization cadence
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Increase lead volume and patient growth without letting costs balloon
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Improve local relevance across multiple states/regions and drive leads to the right clinics
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Clean up attribution and lead quality so performance decisions were based on real signal (not spam/noise)
Google Ads Optimization for a Multi-State Medical Group
A full-scale paid search + conversion optimization program built to scale patient acquisition while improving efficiency—backed by cleaner attribution and stronger lead quality.
What I Built
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Localized campaign structure: Regional and county-level targeting to improve relevance and reduce CPL while maintaining volume
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Keyword + ad relevance system: Ongoing search term reviews, negative keyword expansion, and ad copy testing to improve Quality Score
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Landing page conversion upgrades: County/area pages with clinic maps, plus A/B testing of headlines, imagery, and forms
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Attribution + tracking foundation: Hidden form fields, dynamic tracking/phone numbers, UTMs into HubSpot, and cross-channel pixels for unified measurement
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Spam mitigation: Honeypots, reCAPTCHA updates, and domain blocking to improve lead quality
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Optimization + reporting cadence: Day/time bid adjustments, Looker Studio dashboards, and CallRail reconciliation to sharpen keyword-level decisions
Results
Across 2024, the program delivered measurable growth and efficiency improvements:
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Form fills increased 120% (3,378 → 7,444)
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New patients increased 271% (164 → 609)
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Cost per patient decreased 60%
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Spend increased 47.8% (~$2.3M → ~$3.4M) with substantially higher ROI
Additional Info
