The Challenge

This medical client was in desperate need of digital marketing and pay-per-click advertising. In the summer of 2020, the COVID-19 pandemic was in full swing and the client had opted to cease all print marketing services. In its place, they wanted to explore investing their dollars in a safer method during the pandemic but had not tried any sort of digital marketing prior to this. Additionally, the client owned and operated 9 physical locations at the time and wanted to ensure optimal spending of dollars toward each location while maintaining a strong brand presence online.

The Solution

TWS came up with a recipe for success, including separate campaigns for each location so we could target specific keywords and set bids per location. Multiple ad groups and ads were created for each campaign with copy that conveyed their brand and was designed to capture the audience’s attention.

1. Discovery and planning to identify targeted keywords and competitors by location
2. Create ad copy
3. Integrate Google Tag Manager with Google Analytics and set up conversion tracking for the Google Ad campaigns
4. Launch, monitor, tweak

The Results

In the first 5 months of running, the client had achieved a 700%+ return on ad spend (ROAS):

• 59,506 impressions
• 5,005 clicks
• 8.41% click-through rate (CTR)
• $2.58 average cost per click (CPC)
• 754% ROAS