The goal
Increase website visitors and support revenue growth for a healthcare business.
CLIENT PROJECT · HEALTHCARE · GOOGLE ADS
Driving traffic.
Supporting revenue growth.
A healthcare marketing project focused on attracting website visitors and supporting revenue through Google Ads.
THE BRIEF
Connect visibility with commercial intent.
The channel
Google Ads, with campaign reporting covering traffic, conversions, costs, and conversion value.
The focus
Consider traffic and commercial signals together when reviewing campaign performance.
CAMPAIGN PERFORMANCE
Look beyond clicks.
The supplied campaign report brings impressions, clicks, conversion activity, and conversion value into one view. It shows the importance of assessing paid traffic alongside the actions and value recorded after a visit.
The project’s objective was to connect visitor acquisition with revenue opportunities. The screenshot above presents the reporting period; conversion value is a platform-reported metric and is not labelled here as verified revenue.
RESULTS & LEARNING
Three signals worth keeping in view.
Relevant traffic
Visitor volume matters most when considered alongside intent and subsequent actions.
Conversion activity
Campaign reviews should connect clicks with the conversion actions being tracked.
Commercial value
Cost and recorded conversion value add context to traffic performance.