Mastering PPC Campaigns for a Major Healthcare System
Executive Summary
A large healthcare system had invested heavily in paid search campaigns but was seeing inconsistent results and rising costs.
Leadership wanted to improve marketing performance without increasing advertising budgets.
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Marant Digital led a comprehensive overhaul of the organization’s PPC strategy, focusing on campaign structure, keyword optimization, and bid management.
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The improvements resulted in significant cost savings while increasing conversion performance.
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Key Outcomes
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35% reduction in advertising spend
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40% increase in conversion rates
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36% increase in return on ad spend
Leadership Context
Paid search had become a major component of the organization’s marketing strategy.
However, campaign performance had begun to decline as competition increased and advertising costs rose.
Leadership needed a strategy that would improve performance without increasing budget.
Analysis and Strategic Approach
The initial analysis focused on identifying inefficiencies in the paid search program.
Areas evaluated included:
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campaign structure
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keyword targeting
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bid strategies
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ad creative performance
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conversion tracking
The analysis revealed that campaign structure and keyword targeting were driving unnecessary spend while limiting conversion performance.
The strategy focused on three priorities:
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Improving keyword targeting efficiency
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Refining bid management strategies
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Optimizing ad creative for conversion performance
Implementation
The paid search program was restructured to improve efficiency and reduce wasted spend.
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Key initiatives included:
Campaign Restructuring – Campaigns were reorganized to better align with patient intent and search behavior.
Keyword Optimization – Low-performing keywords were eliminated while high-intent search queries were prioritized.
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Bid Strategy Improvements – Bid management strategies were adjusted to improve efficiency and reduce unnecessary spend.
Ad Creative Optimizatioin – Ad copy and messaging were refined to improve click-through rates and conversion performance.
Results and Outcomes
Following the campaign overhaul, the healthcare system saw substantial improvements in paid search performance.
Key results included:
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35% reduction in advertising spend
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40% increase in conversion rates
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36% increase in return on ad spend
The improved campaign structure also created a more scalable paid search program capable of supporting future growth.
Conclusion
Paid search can be one of the most effective patient acquisition channels for healthcare organizations.
However, without careful campaign structure and oversight, costs can rise quickly while performance declines.
Strategic optimization of campaign structure, keyword targeting, and bid management can significantly improve both efficiency and results.