Juno Medical
Restructuring Google Ads Account to Increase Health Appointment Bookings
95%
Increase in appointment booking conversions
24%
Improvement in CPA
50%
Increase in spend
Services
95%
Increase in appointment booking conversions
24%
Improvement in CPA
50%
Increase in spend
Services
The Challenge
Juno Medical is a healthcare group that delivers modern healthcare across several care lines, including primary, pediatric, and women’s care. They operate locally in Brooklyn, Harlem, Atlanta, and Tulsa.
Prior to partnering with ADM, Juno’s Google Ads campaigns were largely segmented by care line and often contained mixed keyword match types and intent themes that made it difficult to react to performance indicators, leading to high cost per acquisition (CPA). Juno needed their SEM campaigns to operate more efficiently and drive more new patient signups.
Our Solution
ADM set out to restructure the Google Account in a way that would maximize incrementality so that Juno could maximize performance for each aspect of its business. We launched a full restructure of Juno’s paid search account. We assembled campaigns by care line, market, keyword match type, and core or condition-focused keywords, with ad groups broken out by individual conditions. We also introduced a Branded search campaign. This revised structure allowed for greater visibility and budgetary control to shift dollars to the best-performing areas of Juno’s business.
This structure allowed us to identify new efficiencies in different verticals. For Women’s Health, we were able to identify that Core terms were far more efficient than Condition Terms, and even more so in specific markets. Within Primary Care, we found strongest performance in Brooklyn and Harlem, leading to a budgetary lean into these higher-performing markets in future planning.
The Results
As a result of ADM’s granular account restructuring, Juno was able to scale spend while dramatically increasing new appointment bookings through SEM.
- 95% increase in appointment booking conversions
- 24% improvement in CPA
- 50% increase in spend
*comparing last full month of prior strategy (August 2023) to first month after launching with ADM (November 2023)
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