The Situation When We Took Over
A healthcare clinic in Trivandrum came to us after spending INR 45,000/month on Google Ads for 6 months with an average of 12 leads per month — a cost per lead of INR 3,750. Their target was INR 1,500 or below.
Our Audit Findings
After a thorough audit, we identified five major issues: targeting the entire state of Kerala instead of Trivandrum and nearby areas; broad match keywords triggering hundreds of irrelevant searches; no negative keyword list; ads directing to the homepage with no clear CTA; and no conversion tracking in place.
What We Changed
Week 1-2: Set up proper conversion tracking, restructured the account into tightly themed ad groups, and implemented exact and phrase match keywords. Added 150+ negative keywords.
Week 3-4: Rewrote all ad copy to focus on specific services and strong CTAs. Built dedicated landing pages for each service with appointment booking forms.
Week 5-6: Refined bidding based on conversion data, paused underperforming keywords, and doubled bids on top performers.
The Results After 6 Weeks
Monthly leads increased from 12 to 31. Cost per lead dropped from INR 3,750 to INR 1,450 — a 61% reduction. Total monthly spend remained the same. The client now books INR 6.2L in new patient revenue per month directly from Google Ads.