Initial situation
The Osteopathie Naumann practice was already actively using Google Ads, but the costs per appointment had recently risen sharply - almost doubling. The aim was to analyze the performance of the campaigns and make them more efficient again with targeted measures. Many practices also compete for similar search terms in the local area. Without a clean setup and regular optimization, scattering losses increase, which means that incorrect clicks (e.g. on competitors or irrelevant locations) can result in high costs.
Measures
- Google Ads audit: Comprehensive analysis of existing campaigns, keywords and ad groups.
- Keyword strategy: Introduction of different keyword types (exact, phrase, broad match) for more precise control.
- Booking negatives: Exclusion of irrelevant search queries (e.g. wrong locations, competitor practices).
- New campaign formats: Testing and implementation of different campaigns (types) with a local focus.
- Continuous testing: Adjustment of ads, target groups and budget distribution to increase efficiency.
Results
- Costs per appointment significantly reduced again
- Better control of local search queries
- Reduction of wastage & irrelevant clicks
- Sustainable basis for efficient local growth
