CASE STUDY + MEDICAL PPC

When this New York fertility clinic came to MD in November 2014, they had already been through some of the biggest PPC names in the US. The outcome: spending more every month and getting fewer real clients in return. The account was a runaway giant — 331,768 active keywords, 141,715 ads and 25 campaigns scattered across the globe — where telling what worked from what simply burned budget had become impossible.

The first move was changing the question. Instead of studying clicks, we studied the universe of real clients: where the patients who actually walked into the clinic were coming from. With that answer in hand, we redistributed the entire account into 112 campaigns, allocating spend according to each state's and each country's real weight in producing patients. New York, New Jersey and Connecticut stopped competing for budget against geographies that generated clicks but never a consultation.

The restructuring held because of method: we put in place a meticulous bid-control procedure that, week after week, steered spend toward the most profitable campaigns. The account stopped being a black box and became a system that learned from its own results — always prioritizing the real patient over the cheap click.

The numbers spoke for themselves. In two years, cost per conversion dropped from around $180 to $79 — 56% less. Conversions grew 41% while monthly spend fell 38%. Patient phone calls nearly doubled, from 103 to 205 a month. And the metric the client cared about most — real patients — climbed from 48 to 68 per month. Less budget, better spent, more patients.