The Challenge

Joy Dental Group, a healthcare group providing modern care across primary, pediatric, and women’s health, operates in Brooklyn, Harlem, Atlanta, and Tulsa. Before partnering with Qlixs Digital Agency, Juno’s Google Ads campaigns were segmented by care line but included mixed keyword match types and intent themes. This segmentation made it challenging to respond to performance indicators, resulting in a high cost per acquisition (CPA). Juno needed their SEM campaigns to be more efficient and drive more new patient signups.

Our Solution

Qlixs embarked on a comprehensive restructuring of Juno's Google Ads account to optimize performance and efficiency. The new structure aimed to maximize incrementality and enhance visibility and control over the budget for each aspect of Juno’s business.

Steps Taken:

1. Campaign Segmentation:

• By Care Line and Market: Created distinct campaigns for each care line (primary, pediatric, and women’s health) and targeted markets (Brooklyn, Harlem, Atlanta, Tulsa).
• Keyword Match Type: Segmented by keyword match type to better manage and optimize bids.
• Core vs. Condition-Focused Keywords: Differentiated between core service terms and condition-specific terms, organizing ad groups by individual conditions.

2. Branded Search Campaign:

• Introduced a branded search campaign to capture high-intent searches specifically for Joy Dental Group.

3. Granular Ad Group Structure:

• Developed ad groups tailored to individual conditions, allowing for precise targeting and better performance analysis.

4. Performance Analysis and Budget Allocation:

• Analyzed performance by care line and market, identifying efficiencies and reallocating budget to higher-performing areas. For example, in Women’s Health, core terms proved more efficient than condition terms, particularly in certain markets. Primary Care showed strong performance in Brooklyn and Harlem, prompting a budgetary focus on these locations.

The Results

The granular restructuring of Juno’s Google Ads account led to significant improvements in SEM performance and patient appointment bookings:

• 95% Increase in Appointment Booking Conversions : The restructured campaigns resulted in a substantial increase in new patient signups.
• 24% Improvement in CPA : The cost per acquisition was significantly reduced, making the campaigns more cost-effective.
• 50% Increase in Spend : Juno was able to scale their ad spend while maintaining efficiency, leading to greater overall reach and impact.

Conclusion

Qlixs Digital Agency’s detailed restructuring of Joy Dental Group’s Google Ads account dramatically improved the efficiency and effectiveness of their SEM campaigns. By segmenting campaigns by care line, market, keyword match type, and specific conditions, Qlixs provided Juno with greater control and visibility, enabling better budget allocation and performance optimization. This approach not only increased appointment bookings but also reduced CPA, setting a strong foundation for future growth and scalability in Joy Dental Group’s digital marketing efforts.