About the Brand
A leading multi-speciality hospital in Bangalore that provides global standards of healthcare and surgical excellence.
Ask
Unable to scale the patient visits over 100 in a single month through digital marketing. Achieve 120 patient visits every month while maintaining the cost per lead in the current range
Prior to First Launch
Prior to engaging with First Launch, the brand had been experiencing stagnant patient growth for nearly three months. Despite increasing campaign budgets and implementing multiple optimizations, patient acquisition numbers remained largely unchanged. The following initiatives had already been undertaken as part of their ongoing efforts.
- The team had been regularly refreshing ad copies and testing multiple messaging variations in an attempt to improve engagement and campaign response rates.
- Cost-per-conversion caps were introduced to improve lead flow efficiency and optimize acquisition costs.
- Campaigns were restructured to strengthen keyword relevance and ad alignment, with the goal of improving Quality Scores, reducing cost per lead, and driving higher lead volumes.
Despite these ongoing efforts and optimisations, the initiatives failed to translate into a meaningful increase in patient visits.
First Launch Strategy that achieved growth
To overcome the stagnation in patient visits and create a more scalable acquisition engine, First Launch introduced Performance Max campaigns as part of the revised growth strategy. This goal-oriented campaign format enabled the brand to leverage Google’s entire advertising ecosystem including Search, Display, YouTube, Discover, Gmail, and Maps through a unified campaign structure designed to maximize reach, targeting efficiency, and conversion potential.
Why We Choose Performance Max?
Performance Max was chosen because the existing campaign structure was limiting reach, audience discovery, and conversion scalability. Traditional campaign formats relied heavily on predefined targeting and isolated channel execution, which restricted the ability to identify high-intent users beyond the existing audience pool.
With patient growth plateauing despite ongoing optimizations, the need was to adopt a smarter campaign framework that could leverage automation, machine learning, and real-time audience signals to improve acquisition efficiency. Performance Max enabled this by allowing campaigns to run across Google’s entire inventory — including Search, Display, YouTube, Discover, Gmail, and Maps — through a single unified setup.
This approach allowed us to use existing audience data as strong intent signals while simultaneously enabling Google’s algorithm to discover new, high-potential users likely to convert. The result was a more adaptive, conversion-focused campaign structure designed to scale patient visits more effectively than traditional campaign formats.
How it all Unfolded?
We initiated the strategy with a single Performance Max campaign, structuring high-performing treatment categories into dedicated asset groups to improve relevance and campaign organization.
To maintain strong landing page relevance and intent alignment, URL expansion was disabled, ensuring users were directed only to carefully selected, high-conversion landing pages instead of system-generated destinations.
Automatically created assets were also turned off to retain tighter control over ad messaging and prevent the platform from generating irrelevant or mismatched creative combinations.
As campaign data accumulated, audience signals were continuously optimized using revenue and conversion insights, enabling Performance Max to better identify and prioritize higher-value users.
In parallel, low-quality and irrelevant placements were actively identified and excluded at the account level to maintain traffic quality and improve overall campaign efficiency.
Brand exclusion lists were additionally implemented to avoid cannibalisation between paid and organic branded traffic, resulting in cleaner attribution and more efficient allocation of ad spend.
The results spoke for itself :
By combining strategic audience refinement, tighter campaign controls, and Google’s machine learning capabilities, the revised Performance Max approach enabled the brand to move beyond stagnant performance and build a more scalable patient acquisition engine.
Rather than relying solely on incremental optimizations, the focus shifted toward creating a conversion-oriented ecosystem that continuously learned from user behavior, intent signals, and revenue outcomes. This allowed campaigns to attract more relevant users, improve lead quality, and drive stronger overall marketing efficiency.
The result was a significantly more adaptive and performance-driven growth framework that aligned media spend more closely with actual business outcomes and patient acquisition goals.
Want better leads without the guesswork? Let’s fine-tune your Performance Max strategy and make every click count. Get in touch with us & we would love to improve metrics that matter to you!
