Virtual Ad Copy A/B Test

Situation

  • We aimed to improve search ad performance for a large health system client promoting online urgent care, recognizing that while existing ad copy was performing well, increased post-pandemic adoption created an opportunity to refresh messaging and better align with evolving patient behaviors.

Task
• Identify and test key value propositions such as 24/7 access, affordability, and the ability to access care from any device to improve engagement and efficiency, with a focus on reinforcing and educating users on 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.