Case Study: How Did We Get 150% More Appointments on the Same Budget?
Performance marketing is not just about getting clicks or impressions; it is about directly affecting the net profitability (ROI) of a business. For our partner in the competitive healthcare sector, Serkan Hezar Clinic, we acted precisely on this principle.
In this case study, we will detail how we both improved lead quality and increased the number of confirmed appointments by 150% with a holistic optimization strategy, without changing the current advertising budget.
The Challenge: Budget Inefficiency and Poor Lead Quality
The main problems we faced when we started working with our partner were clear:
- High Cost, Low Quality: The advertising budget was being spent and "leads" were coming in, but most of those leads were either disinterested people or did not translate into appointments.
- Budget Leaks: Due to shortcomings in target audience and keyword optimization, a significant portion of the budget was spent on so-called "junk" queries that would never turn into customers.
- Low Conversion Rate: Users who clicked on ads left the page without filling out an appointment form on the landing page they arrived at.
-
Strategy: Optimizing Efficiency, Not Budget
Our solution was not to spend more, but to spend the existing budget "smarter." We based our strategy on 3 main optimization pillars:
1. Traffic Filter: Aggressive Negative Keyword Optimization
To stop the budget bleeding, we filtered out search terms that drain the advertising budget but will never turn into an appointment. This ensured that the budget was spent only on interested and "high-intent" users.
- Thousands of sector-specific negative keywords (free, SSI, state hospital, etc.) were added.
- The focus was only on "high-intent" queries.
- The efficient part of the budget was preserved by preventing unnecessary clicks.
2. Audience Architecture: Not "Lead," but "Appointment" Targeting
We shifted our focus from people who "fill out the form" to people who "will actually come to the appointment." This fundamentally changed the lead quality.
- Google & Meta algorithms were retrained based on "appointment"-targeted micro-conversions.
- The ideal patient profile of the clinic was targeted using demographic and behavioral data.
- Priority was given to the high-income group and potential customers engaged in active research.
3. Conversion Area: Landing Page (CRO) Optimization
We welcomed quality traffic in a compelling and frictionless digital showcase. The landing page was made 100% aligned with the advertising promises, and we used the power of Conversion Rate Optimization (CRO).
- Net value propositions were added to convince the user and answer the question, “Why Serkan Hezar Clinic?”
- Action was encouraged with strategically placed "Book an Appointment Now" buttons (CTA).
- Mobile-first and high page speed (Core Web Vitals) optimization was performed.
- Full message matching was achieved between the ad creatives and the page titles.
Results: Same Budget, 150% More Appointments
Our data-driven and holistic approach delivered clear results at the end of the 3-month optimization period:
- Approved Appointments: The number of approved appointments entering the clinic's system increased by 150%, although the budget remained stable.
- Lead Quality: The rate of "irrelevant" or "wrong" calls within incoming leads dropped dramatically. The rate at which the clinical team reached leads by telephone to convert them into appointments was maximized.
- Falling Costs: The cost per acquisition (CPA) decreased significantly as we prevented poor-quality traffic and increased the conversion rate.
Analysis: Performance Marketing is a Holistic Strategy
This success proves that even in a demanding field such as health tourism advertising, increasing the budget is not the only solution.
The key to success is the synchronization between stopping budget burn with negative optimization, reaching the right person with audience optimization, and persuading that person with landing page optimization. At RoiCool, we made a direct contribution to our partner's growth by treating ad management not just as a "click" strategy, but as a "conversion" and "efficiency" strategy
