How ADM’s Digital Marketing Strategies Help Rivas Medical Weight Loss Grow Confidently

The Challenge:

Rivas Medical Weight Loss is a group of weight loss clinics with more than a dozen locations in Maryland and Virginia. It offers comprehensive care and support for weight loss patients. Rivas partnered with ADM in 2024 because it was looking to expand to new locations and needed to increase appointment bookings through its website. Previously, improper tracking and insufficient Google Ads and Meta Ads strategies had been producing wasted ad spend. Rivas needed an effective digital marketing strategy that would raise visibility for both their new and existing locations while ensuring they could schedule enough appointments to maintain healthy business growth.

ADM’s Solution:

Prior to partnering with ADM, Rivas had not been running search campaigns and had been relying on Messenger campaigns for paid social outreach. Additionally, it had not been tracking certain conversions because a prior agency partner had told them it wasn’t possible—which ADM knew wasn’t the case. ADM began by setting up compliant tracking to monitor Rivas’s primary KPI so we could gain the insights needed to instill strong Google and Meta strategies. 

Google Ads 

On Google, ADM focused on high-intent users by launching campaigns targeted at location-specific keywords (like “weight loss options in Frederick”) and others targeted at medication-specific keywords (like “semaglutide”). We initially used a “Max Conversions” strategy focused on button clicks, allowing the campaign to identify relevant users more quickly. After collecting data from 50 booked appointments, ADM refined the conversion goal to prioritize booked appointments, which led to a 20% month-over-month increase in conversions.

Meta Ads

Rivas had previously relied on Messenger ads, prioritizing chat initiation rather than appointment conversions. ADM shifted to a prospecting campaign centered on booked appointments, with ad groups targeting a 20-mile radius around each office location. Prior creative had focused solely on available weight loss drugs, but ADM shifted to advertising Rivas’s entire value proposition. We deployed a combination of static ads, GIFs with 5-star reviews, and UGC testimonial videos, helping position Rivas as the top local choice for weight loss.