Virtual Ad Copy A/B Test

Situation

  • We aimed to improve search ad performance for a large health system client promoting its online urgent care services. While the existing ad copy was performing well, the post-pandemic increase in adoption created an opportunity to refresh the messaging and better align it with evolving patient behavior.

Task
• Identify and test key value propositions for online urgent care, including 24/7 access, affordability, and care from any device, to improve engagement and efficiency while reinforcing the benefits of virtual care.

Action
• Structured value drivers into distinct themes and ran a 3 month A/B test rotating every 3 weeks to evaluate performance against existing ad copy.

Result
• Consolidated top-performing themes into a high-performing responsive search ad focused on 24/7 access and device flexibility.
• Drove a 9 percent increase in CTR and an 8 percent reduction in cost per visit.
• Scaled winning messaging to paid social, where a 24/7 GIF-based creative became a top-performing asset.