01Project overview
Grow lead volume while reducing CPA across a multi-location healthcare account, in 4 months.
02Industry & context
A multi-location US healthcare network with underperforming campaigns.
03The business problem
Grow lead volume while reducing cost per acquisition at the same time.
04What was happening before
Campaigns were under-segmented, over-weighted on broad match and missing conversion intent signals entirely.
05Strategic diagnosis
The account structure did not reflect how patients actually search: by service and by location.
06Strategic approach & execution
- 1Complete account restructure by service line and geography.
- 2Aggressive negative keyword hygiene pass.
- 3Audience-first bidding with Target CPA at campaign level; conversion value rules for high-priority services.
- 4Full ad extension buildout: call, location, sitelink, callout.
- 5Monthly CPA target reviews with client leadership.
07Results
65% increase in conversion rate across all campaigns. CPA dropped 26% despite a scale-up in spend. Monthly lead volume grew a consistent 12% month on month over 4 months.
08What the results demonstrate
Structure is strategy: organising the account around services and places made growth and efficiency move together.
09Visual evidence
Source: ElevateDigi Comprehensive Case Study Portfolio, pp. 20–21.