Situation
A mental health center with clinics throughout the Midwest was experiencing an unusual downfall in Google PPC leads. Their CEO and COO were puzzled—they had previously grown their practice from paid search alone and had just hired additional people to their in-house marketing team.
After spending upwards of 180,000 dollars a month for almost a year, they reached out to Evolve to perform a digital marketing assessment.
Digital Marketing Assessment
Evolve performed a full patient diagnostic. Among the host of problems that we discovered, the following three stood out:
Improper Reporting
Google Analytics was not set up nor structured properly. The center could not properly track conversions on their landing pages or website. As such, they did not have the real-time insights needed to make necessary adjustments to their campaigns.
Non-Compliance
Many of the Center’s ads did not follow Google’s healthcare ad guidelines and were thereby not shown in search results. Healthcare regulations are complex—most marketers require years of experience in the realm to navigate these policies effectively.
Misaligned Campaign Strategy
A significant portion of the budget was allocated to Performance Max campaigns, which are designed for brand awareness rather than lead generation—which is what the center needed.
Key Takeaway
Building an in-house marketing team is costly and complex, especially in healthcare. Without specialized expertise, organizations risk burning through budgets with little to show for it.
We provided the center’s CEO and COO with our detailed assessment in a clear, structured format, with actionable recommendations outlined. Armed with a data-driven roadmap, leadership can go to their marketing team with specific, corrective steps to improve performance and stop wasteful spending.
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