Orthopaedics - Lowered CPA Quarter-Over-Quarter
Jarret Waldstein
Project goal The client wanted to maximize quality conversion volume and lower CPA.
Solution
- Changed conversion actions from mid level events (find a provider clicks) to low funnel actions (phone calls and appointments)
- Increase ad scores from "Poor" and "Average" to "Good" and "Excellent" by restructuring campaigns and writing more relevant ad copy
- Implemented sitelink extensions, call out extensions, structured snippet extensions, and image extensions
- Separated brand keywords from generic keywords
- Managed TCPA bids week-over-week.
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Posted Jan 15, 2024
Strategic changes to Google ads campaign structure, bidding strategy and conversion actions resulted in a 22% decrease in CPA.
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