Yoy Lead Growth Project
Situation:
Prior to bringing our marketing team in-house, we experienced consecutive year-over-year declines in patient leads over the past two years in search, despite having similar budgets.
A “lead” in our case was a patient raising their hand around interest when it came to our services(calls, forms etc.)
Task:
Recognizing this downward trend, our goal upon bringing the team in-house was to reverse the lead decline and improve campaign efficiency.
One key observation was that our cost per conversion had been rising sharply, indicating diminishing return on ad spend (ROAS) and signaling a need to restructure our paid media strategy.
Action:
We focused on multiple strategies to reduce CPC and improve ROAS.
National vs. Local Spend: We shifted more of our budget to national-level campaigns, which proved significantly more efficient. National campaigns delivered a 5:1 ROAS compared to just 3:1 for local campaigns.
Keyword reallocation: Optimized acquisition strategy by testing keyword performance, identifying general dentist terms with higher CPAs, and reallocating $26K annually to more efficient keywords.
Microsoft Advertising Optimization: Bing campaigns were previously underfunded and fragmented. We consolidated them into DMAs (Designated Market Areas) for major metros and reallocated more budget to Microsoft. As a result, Microsoft’s cost per acquisition (CPA) decreased by 75%, from an average of $108 to $27 in Q3 and Q4 FY24. This outperformed Google’s $35 CPA for the same period.
New Search Products: Introduced new ad products such as PMAX, which had a ROAS of 5 to 1 instead of 3 to 1 for local, and the Bing advertising network ROAS 6 to 1 compared to 3 to 1, which was much more efficient than just the search network(a couple of times higher). In addition, it also reaches audiences that we previously had not reached.
Result:
These optimizations completely reversed the negative trajectory of our campaigns. We moved from consistent year-over-year declines in leads to now experiencing YoY increases—all while maintaining a similar budget and without compromising lead quality.
As a result of this turnaround, our paid search channel received a more than 25% increase in budget for January 2025.
