Impact
Their monthly lead volume went up by 8.4x times from 651 in May’ 24 to 5456 in June’25. Their quarterly ROAS also went up by 326% from 0.19 in Q2’24 to 0.81 in Q2’25 as I also scaled campaigns in where Google ad spend went up 81x times from $1923 in May’24 to $156,190 in June’25.
Challenge
A mid-sized healthcare startup operating in a very competitive market segment approached us in Q2’24 to take over and improve their Google Ads performance. The account was underperforming, with a limited search impression share and suboptimal conversion value per cost. Immediate problems that we had to address
- Delayed purchase cycle
- Conversion drop along multi-step long funnel
- Google ads restrictions due to nature of industry
- High competition & CPA
- Low first-month / Signup ROAS
Solution
Intent-driven Value-based Budgeting & Bidding
- Assigning value to funnel steps & campaign budget based on users’ intent
- Consolidated fragmented campaigns into a simplified, value-based structure
- Introduced Performance Max and Dynamic Search Ads to cover intent gaps.
- Adjusted conversion values of important funnel steps to reflect their relative worth
- Updating landing page and ad copy to reflect latest program changes based on competitor landscape analysis & monitoring
LTV & Purchase Cycle Based Approach
- Shifted budgets from less-performing campaigns to high-converting ones to capitalize on performance
- Standardizing inconsistent targeting such as device, age, gender etc. level bidding based on performance
- Negating out the targeting & keywords which are likely to result in low-LTV and longer decision-window
- Increased bids on top-performing keywords to grow impression share from missed opportunities.
- Identified and removed low-quality placements in Display & PMax.