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HEALTHCARE MARKETING CASE STUDY: GOOGLE ADS STRATEGY TO INCREASE CONVERSIONS AND OPTIMIZE CPA
Company Information
Company Name
D
Industry
Medical Clinic
Business Description
Providing medical clinic services for both individuals and corporate clients
Key Highlights
- By optimizing the campaign and ad group structure, the number of conversions—including forms, calls, and messages—doubled while maintaining the same budget.
- After improving the placement of the contact form on the landing page, the number of form submissions increased by 250%.
- CPA was reduced by 50% compared with the target KPI.
Challenge
This project faced several overlapping challenges that made it difficult to optimize Google Ads performance, including:
● High competition due to the nature of the healthcare industry, resulting in high CPCs
● Low brand awareness as the clinic was a relatively new brand in the market
● Complexity in managing multilingual advertising campaigns
● High drop-off rates due to an unoptimized conversion flow on the website
Solution
Rebuilding the Campaign Structure Based on Search Intent
Instead of using a campaign structure primarily focused on health checkups, we rebuilt the campaigns around different search intents, including:
● Health checkups
● Medical needs by specialty
● Location-based searches
As a result, each search query could be matched with the most relevant ad copy and landing page. This improved targeting accuracy and enabled us to reach users with clear needs even though the brand itself was not yet widely recognized.
Strengthening Trust Signals for a New Brand
Because brand awareness in Vietnam was still limited, the advertising content and landing pages were redesigned to strengthen credibility by highlighting:
● International-standard healthcare services
● An operational foundation from Japan
● Multilingual support
● Multiple clinic locations
These elements helped users better understand why they should choose the clinic while supporting their decision-making process when comparing it with competitors.
Optimizing the Conversion Funnel to Reduce Drop-Off
The website itself was functioning properly; however, the contact form was only available on the Contact page, forcing users to take an additional step before submitting an inquiry.
We redesigned the funnel so that users could submit inquiries directly from individual service pages. This reduced friction, shortened the journey from consideration to conversion, and significantly reduced lost opportunities.
Results
1. CTR Increased by Approximately 15%
After optimizing the campaign structure, ad relevance improved significantly. The ads were able to deliver more relevant and personalized messaging to different target audience segments.
2. Total Conversions Increased by 100% / Form Leads Increased by 250%
By improving the form placement and conversion funnel on the website, we significantly reduced the effort required from users. Removing unnecessary page transitions was a key factor in substantially reducing the drop-off rate.
3. CPA Reduced by 50% Compared with the Target KPI
By minimizing data fragmentation and optimizing budget allocation across campaigns, we reduced inefficient impressions and achieved significantly better cost efficiency.
Summary
This project demonstrates that in the healthcare industry—where competition is intense and search behavior is complex—running Google Ads alone is not enough to achieve strong results.
By combining:
● Search-intent-based campaign structure
● Trust-focused communication
● Conversion funnel optimization
we achieved significant improvements in both the quantity and quality of results.
This case study demonstrates that even a brand with limited awareness can achieve strong advertising performance when campaigns are managed based on a deep understanding of user needs and an appropriate account strategy.
DYM VIETNAM’s "Google Ads Management Agency Service" page here.
