43% More Conversions for a Specialist Clinic

About the client

The client is a specialist gastroenterologist and hepatologist who offers highly personalised consultations and patient care. The practice provides tests and treatments, with diagnostic and therapeutic services for a wide range of conditions.

The challenge

Many people do not think about digestive health until something is wrong, and few know why it matters. That low awareness made it harder for the clinic to grow its patient base. The clinic’s main aim was to generate qualified leads, meaning enquiries and online consultation bookings.

What we did

We designed search engine marketing campaigns on Google Ads and Bing Ads to raise awareness of digestive health and to turn interest into bookings.

• Keyword research. Campaigns targeted keywords on digestive health and liver conditions, so ads appeared when people were actively looking.
• Ad copy. Ads emphasised personalised consultations and diagnostic services.
• Landing pages. Pages were optimised to make enquiries and appointment bookings quick.
• Bidding. We set bids carefully to maximise visibility with the right audience.

Goals we agreed with the client:

• visibility and awareness, measured through impressions, clicks and click-through rate;
• lead generation, measured by qualified leads and conversion rates on enquiries and bookings;
• engagement with educational content;
• efficiency, measured by cost per acquisition and return on ad spend.

Reporting. The client received monthly reports on impressions, clicks, conversion rate and cost per acquisition, with audience engagement insights. We held regular consultations to review results and adjust the plan.

Results

In the first quarter of 2022:

• website traffic increased 7%;
• conversion rate increased 43%, meaning more visitors submitted enquiries or booked appointments.

Results in context

Both figures cover the first quarter of 2022, a three-month reporting period. They are percentage changes in website traffic and in conversion rate, where a conversion is an enquiry or an appointment booking.

For a specialist clinic, conversions matter more than visits. Many people do not think about digestive health until something is wrong, so the aim was to reach them when they were searching and make booking quick. A 7% rise in traffic alongside a 43% rise in conversion rate means the gain came mainly from visitors acting more often, not from more visitors arriving.

The source does not state the period the changes are compared with, and gives no absolute figures for visits, enquiries or bookings. We report the percentages as the client received them in monthly reporting.