Vertical: Healthcare / Integrative Medicine

Market: United States

Platform: Google Ads

High search demand, low booking quality

The clinic operated in a competitive local healthcare market where search volume existed, but incoming traffic often failed to convert into actual appointments.

Ads traffic was not aligned with patient intent

Campaigns captured broad wellness interest rather than users actively looking to book consultations, leading to wasted spend and inconsistent results.

No clear separation between service demand and brand interest

Branded and non-branded searches competed inside the same campaigns, making it difficult to scale bookings while maintaining cost efficiency.

1. Rebuilt Search campaigns around booking intent
   Campaign structure was reorganized to prioritize high-intent service queries related to appointments, consultations, and specific treatments.
   
2. Separated brand and non-brand demand
   Brand campaigns were isolated to protect existing demand, while non-brand Search campaigns focused on acquiring new patients.
   
3. Introduced Performance Max as a supporting channel
   Performance Max was used selectively to expand reach and reinforce Search performance without diluting intent signals.
   
4. Optimized toward appointment actions, not clicks
   Bidding and messaging were aligned with conversion actions tied directly to booking behavior.

• Noticeable growth in qualified appointment requests
• Improved cost efficiency per booking
• More consistent conversion behavior across Search campaigns
• Google Ads became a reliable patient acquisition channel, not just a traffic source

With a clearer campaign structure and intent-driven optimization, Parker Integrative Health was able to attract patients who were ready to book - not just browse - creating a sustainable foundation for ongoing growth through Google Ads.