Making Google Ads a Predictable Booking Channel for Women’s Health Services
We built a Google Ads setup for a Norwegian women’s health clinic focused on high-intent appointment bookings rather than traffic volume.
Table of contents
Problem
MammaKlinikken offers specialised services related to pregnancy, postpartum recovery, and women’s health.
The clinic already had demand and trust offline, but Google Ads was not delivering consistent booking requests. Traffic quality varied, and campaigns lacked the control needed to scale safely in a healthcare environment.
As a result, Google Ads could not be relied on as a predictable acquisition channel.
How We Fixed It
We focused on intent, precision, and stability instead of aggressive scaling.
- Rebuilt Search campaigns around service-specific intent, matching how patients search for care
- Filtered out broad and informational queries that did not lead to bookings
- Structured campaigns to prioritise appointment-driven searches, not general awareness
- Allocated budgets conservatively to allow campaigns to stabilise and learn
- Optimised toward booking actions instead of clicks or superficial engagement
This approach ensured Google Ads aligned with patient needs and the clinic’s business goals.
Results
After an initial optimisation period, Google Ads became a stable and reliable source of appointment demand.
- Higher quality traffic with clear booking intent
- More predictable performance without volatility
- Google Ads positioned as a controlled growth channel rather than an experimental one
The clinic gained a paid acquisition setup designed to support long-term patient growth while maintaining trust and efficiency.
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