Case Study / Healthcare Google Ads
From 12 Monthly Enquiries To 38 Consultation Bookings For a London Clinic
Executive Snapshot
This London clinic was receiving traffic through Google Ads, but very few visitors were turning into enquiries. Users were clicking through, hesitating, and leaving without taking action.
We restructured the campaigns around clear treatment intent, stronger trust signals, and accurate tracking. This resulted in a 3.1× increase in consultation bookings, improved form completion rates, and a consistent, predictable flow of enquiries the clinic could rely on.
Client Background
- Industry: Healthcare / Wellness
- Location: London
- Business model: Consultations and appointment bookings
- How they make money: Patients booking treatments, not browsing information
For a clinic, trust matters. If visitors don’t feel confident, they don’t enquire, no matter how much traffic comes in.
The Real Problem (With Numbers)
Google Ads wasn’t broken, but it wasn’t working properly either.
- Traffic was coming in, but forms weren’t being filled
- Visitors were unsure which treatments were right for them
- Ads triggered for research-only searches
- There was no clear link between ads and services
- The clinic couldn’t see which treatments actually drove enquiries
If this carried on, ad spend would keep rising while bookings stayed flat.
Goals & Success Metrics
We agreed on clear goals that tied directly to revenue.
- Increase consultation bookings
- Improve form completion rate
- Reduce irrelevant traffic
- Track enquiries by treatment
- Create predictable monthly lead flow
No vanity clicks. Only real patient actions.
Constraints & Challenges
- High trust barrier for first-time patients
- Competitive London healthcare market
- Long decision cycles
- Research vs booking intent mixed together
The strategy had to be targeted and efficient.
Strategy Overview
More traffic wouldn’t solve this.
People weren’t enquiring because they didn’t feel confident or clear.
So the focus shifted to:
- Showing the right message to the right patient
- Making treatments easy to understand
- Building trust before asking for action
Efficiency mattered more than impressions.
Tactics Breakdown
Keyword & Treatment Targeting
We rebuilt campaigns around treatments, not broad terms.
- Separate campaigns by condition and service
- Research-only searches filtered out
- Keywords focused on booking intent
This reduced irrelevant impressions by 42% in the first month.
Bidding & Cost Control
Spend was aligned with enquiry quality.
- Higher bids for proven treatment searches
- Reduced spend on low-intent terms
- Budget shifted towards top-performing services
Average cost per enquiry dropped from £48 to £31, a 35% reduction.
Ad Copy & Trust Signals
Ads were rewritten to reduce hesitation.
- Clear treatment naming
- Calm, reassuring language
- No pressure, no hype
CTR improved from 3.9% to 6.8%, showing the message finally matched intent.
Results (Before vs After)
| Metric | Before | After | Change |
|---|---|---|---|
|
Consultation enquiries / month |
12 |
38 |
+217% |
|
Cost per enquiry |
£48 |
£31 |
−35% |
|
Form completion rate |
1.6% |
4.9% |
+206% |
|
Irrelevant traffic |
High |
Reduced |
−42% |
|
Lead consistency |
Unstable |
Predictable |
Major improvement |
Why This Worked?
This worked because the strategy matched how patients actually decide.
- Ads matched specific treatments
- Trust was built before asking for action
- Search intent, ads, and pages aligned tightly
- Decisions were based on enquiry quality, not traffic volume
Nothing rushed. Nothing forced.
Client Feedback
Final Takeaway
If you run a clinic or healthcare practice and your ads bring traffic but not bookings, this approach works.
- It’s not about more clicks.
- It’s about confidence, clarity, and trust.
What We’d Do Next
With the foundations in place, the next step would be:
- Scaling the top-performing treatments
- Testing nearby postcode targeting
- Improving follow-up for missed enquiries