Key Objectives
Structure Optimized PPC Campaigns
Maintain Campaigns for Continuous ROI
Target Granular Service Keywords
Support Holistic Digital Marketing Needs
The Project Background
Founded by Dr. Jay Kulkin in 2002, WIFH was one of the country’s first concierge laser surgery practices, known for its laser hair removal, Body Contouring, and miraDry treatments. They also provide a variety of skincare and med spa services.
Although Captivate’s working relationship providing SEO services to WIFH dated back to 2013, in 2017 we took over management of their Google Ads account, which needed a total overhaul to increase campaign efficiencies and conversion metrics for their high-ticket laser procedures. Adding to the complexity of the project was maintaining compliance with Google Ads’ stringent guidelines for medical advertisers — particularly those in the surgical aesthetics industry.
Achieving fast success, Captivate continued to manage WIFH’s Google Ads account — along with their local and organic SEO programs until Dr. Kulkin retired and sold his practice right before the COVID-19 pandemic in Q1 2020.
The Project Challenge
There were multiple challenges with the WIFH paid search project. First, their existing website at the time was using an antiquated CMS platform, and was in dire need of an aesthetic facelift if we were going to drive more conversions. Second, the state of their Google Ads account was incredibly disorganized and not utilizing best practices for campaign efficiencies.
In addition, managing paid search campaigns for medical practices on Google comes with several inherent compliance challenges — before the overall health of the paid search account is taken into consideration. Failure to adhere to these compliance standards can result in disapproved ad — or, at worst, an account ban.
Our team needed to walk a careful line of compliance, and do so while developing a successful PPC advertising campaign. Our team structured and organized the website and content to successfully point users once they clicked on ads.
Key Issues
Strict Google Ads Compliance Rules for Medical Practices
Disorganized, Cluttered Campaign Structure
Imprecise Keyword Match Types
Outdated Ad Creative
The ROI Focused Solution
Once our UX & web design experts teamed up with our SEO team to design and develop a brand new, easy-to-use WordPress website guided by our Search First process, we conducted a thorough PPC audit of WIFH’s Google Ads account. Leveraging leveraged insights uncovered during our initial audit, Captivate tore down and rebuilt the structure of WIFH’s existing Google Ads campaigns, constructing them to maximize PPC conversions.
Our team created several focused campaigns, ad groups, and keywords. Within this new campaign structure, we navigated through minimal compliance issues, created more specific ad groups, and implemented A/B testing for ad copy, as well as relevant sitelinks and callout extensions that previously had been underutilized.
To maintain compliance with Google’s policies for medical advertisers, Captivate modified questionable language in ad copy and on the WIFH website, eliminating the use of words such as “permanent,” “miracle,” and “quick.” Captivate also implemented a disclaimer on all website pages, customer testimonials, and before and after photos stating that results may vary from person to person and are not guaranteed.
On top of strategy and execution, we provided WIFH with ongoing management, producing further optimization. Combined with a new lead capturing mechanism on PPC landing pages, WIFH saw a massive increase in web lead generation.
The Results
Captivate’s digital strategy significantly improved WIFH’s paid search campaigns, helping expand their online footprint. These results are illustrated below through a year-over-year period.
18%
Increase
Ad Impressions
Produced over 500,000 ad impressions total.
34%
Increase
Click Volume
Reached nearly 27,000 total clicks account-wide.
67%
Increase
Conversions
Grew from 814 to 1,353 lead conversions from Google Ads.
49%
Decrease
Cost Per Acquisition
Lowered average CPA from $98 to just $50.
14%
Decrease
Click Spend
PPC campaign gains achieved with less spend overall.
13%
Increase
Click Through Rate
Average CTR improved from 4.58% to 5.28%.
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