Client Overview & Challenge
The client is an orthodontics center offering high-ticket services such as braces, Invisalign, and other orthodontic treatments. They had never run ads on Google before and had no prior data or trained algorithms to leverage for optimizing ad performance.
Problem Statement:
Given the lack of historical data, the primary challenge was to launch a successful Google Ads campaign from scratch and generate quality leads in a highly competitive market. The client needed a cost-effective way to attract potential patients who were specifically searching for orthodontic services.
Problem Statement:
Given the lack of historical data, the primary challenge was to launch a successful Google Ads campaign from scratch and generate quality leads in a highly competitive market. The client needed a cost-effective way to attract potential patients who were specifically searching for orthodontic services.
Strategy
We developed a tailored Google Ads strategy focused on generating high-quality leads at a competitive cost per lead (CPL). Given the high-ticket nature of the services, it was crucial to ensure that the campaign reached the right audience and drove conversions efficiently. We also made minor enhancements to the client’s website to improve the user experience and increase conversion rates.
Tactics
Google Ads Campaign Setup and Optimization
- Keyword Research and Targeting: We conducted extensive keyword research to identify high-intent search terms related to orthodontic treatments.
- Ad Copy and Extensions: We crafted compelling ad copy that highlighted the client’s expertise, success stories, and unique selling propositions (USPs).
- Bid Strategy and Budget Management: Given the lack of historical data, we started with a conservative bidding strategy and gradually optimized it based on performance data. This allowed us to allocate the budget more efficiently.
Conversion Rate Optimization (CRO)
- Landing Page Optimization: We optimized the landing pages linked to the ads to ensure they were user-friendly, informative, and conversion-focused. This included improving the clarity of the call-to-action (CTA) buttons, ensuring fast loading times, and providing easy access to key information such as treatment options, patient testimonials, and contact details.
- Lead Forms: The lead forms were streamlined to reduce friction, making it easier for potential patients to schedule consultations or request more information.
Results
Leads Generated
157 leads within the first month of the campaign.
CPL
Achieved a cost per lead (CPL) of 8.20€, which is exceptionally competitive given the high-ticket nature of the services.
Ad Spend
With a total ad spend of 1,287€, the campaign delivered strong results, indicating a highly successful entry into Google Ads for the client.
Summary
By launching a well-targeted Google Ads campaign and making strategic enhancements to the client’s website, we successfully generated 157 leads at a CPL of 8.20€ within just one month. Despite the challenges of starting with no prior data or trained algorithms, our approach ensured the client’s success.
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