Private baby scan clinic sees an 82% decrease in the cost per conversion

A private ultrasound scan clinic, specialising in 3D, 4D, and 5D early pregnancy scans reached out to us to help increase their online appointment bookings and phone calls. After an initial account audit, we could see that they were using Google Smart campaigns. This campaign type is not the most effective when it comes to performance, providing limited data and a lack of control for the advertiser.

Ad Spend – Initially set to £900/month
Agency Fee – £220+VAT/month

Implementation

After discussing and forming a greater understanding of their services and what they were looking to promote, we began a full Google Ads account rework. We immediately paused the Google Smart campaigns and set about creating a series of highly targeted Search campaigns.

We initially launched two primary campaigns targeting the core services, early pregnancy scans and gender reveal scans, containing a series of ad groups to help serve relevant ads to potential customers.

As with any account rework, we set up and ensured that all key conversions were tracked so that we have immediate visibility over performance and the data that Google has available to optimise for, is as accurate as possible.

Results

During the initial three-month campaign management period, we experienced an increase in key conversion metrics that enabled us to continue to develop and optimise the campaigns. After our management had been in place for one year, we think the results speak for themselves.