Search Database Project

Situation:

· At Affordable Care, I expanded the portfolio scope 2x under my ownership, from $3M across 100 practices to $6M across 200 practices, driven by consistent performance in implant and denture patient acquisition.

·      When our search agency transition partner came in early 2024, we had practices that had a variety of different campaign structures.

·      Some had 15 campaigns, and others had 5 campaigns. Keyword taxonomies varied from campaign to campaign.

·      This lack of standardization increased the risk of mistakes and made it harder to troubleshoot lead generation issues across different practice locations.

Task:

· Create standard templated campaigns for the services we offer at a campaign, ad group, and keyword level while also allowing customization at scale.

Action:

·      We did this by creating a build process in collaboration with our search agency transition partner.

·      This started with a database that had the unique information from each practice. It would then automatically pull this information into our search templates when we put the practice number.

Result:

·      We were able to reduce the errors by 43% and the time to build campaigns by 55% through the new search build process using the database.