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We launched a Google AdWords search campaign for a professional body representing the majority of healthcare practitioners in Ireland.

The primary objective was to enhance visibility for the private profile pages of these professionals on the organization’s website and increase customer contacts through the site. Our challenge was to create ad groups and ads that resonated with users searching for healthcare professionals (HCPs) in specific locations where they operated, while ensuring ads did not appear for users outside these areas. Additionally, we needed to set up a unified, manageable campaign that met budget and time constraints swiftly.

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Initially, we audited the organization’s main page listing locations of HCPs in Ireland to boost its performance in both organic and paid Google search results. We also optimized location-specific landing pages, each featuring groups of healthcare professionals in distinct Irish counties or areas. These pages were enhanced with Google Maps integration and keyword-rich content to elevate user experience and organic search visibility. They served as landing pages for AdWords groups tailored to location-specific keywords (e.g., "find a [professional category] in Galway").

Furthermore, we reviewed and optimized other website pages. These supported ad groups without location-specific keywords, focusing instead on generic information like treatments and membership details. Leveraging Google AdWords Editor, we swiftly set up the campaign by creating location-specific ads and customizing ad copy with location names for each ad group.

Key enhancements included a +20% bid adjustment for mobile and major Irish cities, alongside the incorporation of sitelink and callout extensions to bolster click-through rates (CTRs). We implemented conversion tracking, defining a goal as visits to specific professional profile pages, enabling us to identify high-performing keywords driving profile traffic.

Initially utilizing keyword match modifiers, ongoing optimization involved bid adjustments, keyword pausing, and match type refinements. We also introduced event tracking via Google Analytics to monitor clicks on contact details (phone numbers or emails) as qualified leads, subsequently integrating these metrics as refined conversion goals in Google AdWords.

Finally, we upgraded all ads to Google’s extended ad format released in 2016 to enhance ad performance.

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Despite a modest monthly budget, the campaign has consistently delivered outstanding results. It continues to drive valuable traffic and qualified leads to the website, attributable to highly targeted ad groups, specific keywords, and aligned landing pages. The average click-through rate (CTR) has never dipped below 2.33%, peaking at 8% for certain ad groups and achieving CTRs exceeding 25% for specific keywords, indicating substantial engagement. Average cost-per-click (CPC) ranged between 0.2 and 0.3 cents, while maintaining a Quality Score of 6 to 10 for keywords.

On average, traffic from Google Ads resulted in users visiting 2 pages per session. Conversion rates, based on defined goals, averaged between 30% and 40%. Since transitioning from text ads to extended ads, the CTR has surged by 30%.