Current Standings
Patient visits have plateaued over the past three months, and despite increasing campaign budgets and making key optimizations, the patient count has not scaled. The following efforts have already been implemented:
- Regularly refreshing ad copies and testing different messaging approaches
- Setting cost-per-conversion caps to improve lead flow
- Restructuring campaigns to enhance keyword and ad relevance in order to boost Quality Scores and reduce cost per lead, with the goal of driving higher lead volumes.
Yet, these efforts have not translated into increased patient visits.
Strategy Overview
To address the stagnation in patient visits and effectively scale lead volume, we launched Performance Max campaigns. This goal-based cross-network campaign type uses Google’s entire inventory including Search, Display, YouTube, Discover, Gmail, and Maps, all within a single campaign setup.
Given our current plateau, this could be a valuable way to break past existing performance ceilings and unlock new patient segments.
Why We Choose Performance Max?
Performance Max campaigns offer extensive reach by tapping into all Google networks, support varied ad formats for better engagement, provide automated enhancements through real-time machine learning, and simplify management by consolidating campaigns. However, they also come with challenges such as a longer learning period, reduced control over targeting and bidding, and a higher learning curve due to their complexity and reliance on automation.
Results
We began with a single, generic Performance Max campaign, organizing top-performing treatment categories into dedicated asset groups.
URL expansion was turned off to ensure users landed on highly relevant, intent-specific landing pages rather than system-selected ones.
Automatically created assets were disabled to maintain greater control over messaging and avoid mismatched or irrelevant ad combinations.
Audience signals were continuously refined based on cumulative revenue data, allowing Performance Max to optimize towards higher-value new users.
Low-quality and irrelevant placements were identified and excluded at the account level to preserve traffic quality.
Brand exclusion lists were implemented to prevent overlap between paid and organic branded traffic, ensuring clean attribution and better budget efficiency.
Want better leads without the guesswork? Let’s fine-tune your Performance Max strategy and make every click count. Drop a mail to hello@firstlaunch.in and let us take the lead to meet your performance marketing goals.
