Case Study: Medical Services Website

Overview: This project involved a specialized medical services website focused on sexual health and wellness. The client needed a digital marketing strategy to drive conversions while navigating sensitive service topics and strict advertising regulations.

Challenges:

1. High Initial Cost Per Conversion: The starting cost per conversion was $1,100, indicating inefficiencies in the ad strategy.
2. Service Sensitivity: Advertising for sexual health services required compliance with strict Google Ads policies and creative approaches to targeting.
3. Audience Targeting: Identifying and reaching the right audience was challenging due to the nature of the services.

My Google Ads Strategy:

1. Advanced Audience Targeting:
   • Conducted in-depth research to segment the audience based on age, location, and online behavior.
   • Implemented tailored campaigns to engage specific demographics effectively.
2. Compliance-Focused Ad Copy:
   • Created ad copies and landing pages adhering to Google Ads policies.
   • Focused on informative and discreet messaging to build trust with users.
3. Continuous Optimization:
   • Ran A/B tests on ad creatives and keywords to identify high-performing combinations.
   • Adjusted bids and budgets based on campaign performance to maximize ROI.
4. Conversion Rate Improvements:
   • Enhanced landing page design for better user experience and faster load times.
   • Simplified the appointment booking process to encourage conversions.