How We Revived a Pediatric Clinic's Underperforming Google Ads Campaign and Generated 10 Qualified Leads in Less Than One Month

Case Overview:

A Cleveland Pediatric Clinic Wanted to Boost Their Lead Generation and Used Expert Google Ads Services to Fill Their Appointment Calendar

Pediatric Care of Greater Cleveland is a trusted pediatric clinic. The practice stands out due to its multilingual staff fluent in English, Spanish, and Arabic, its acceptance of all insurance providers (including Medicaid and Anthem), and its unique ability to offer same-day appointments.

Even with a reputation for high-quality care, the clinic struggled to turn their strengths into a steady stream of new patient growth.

Their previous agency’s automated campaign failed to connect with the right families, instead burning through their budget on unfocused keywords and competitor searches.

The clinic then reached out to our team for a solution.

Google Ads Campaign
Scientific Data Approach to Website Landing Page
Continuous Landing Page Optimization for Higher Conversions
Visitor Mouse Tracking and Screen Recording
Call Tracking and Monitoring
Precise Keyword Targeting
Better and Bigger ads than Competitors

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How did we help Pediatric Care of Greater Cleveland?

Here's What We Did

1. Account Audit

A. CAMPAIGN TYPE

Problem Found: Running a smart campaign (account not in Expert Mode).

Running Smart Campaigns is not recommended by proficient advertisers, as they don’t provide 100% control over your ad spend. Since they are fully automated by Google, you can’t optimize or grow them effectively.

For example, when you are bidding on a keyword like “pediatrician cleveland”, a smart campaign might also bid on a related keyword like “pediatric mobile clinic”. This is a huge problem, as the two services are completely different. The result is that you end up wasting your budget on the wrong keywords and attracting irrelevant traffic.

What We Did

To fix the campaign’s performance, we replaced the automated approach by creating manual campaigns, like Search campaigns, to regain full control. This allowed us to build a strategic, highly-targeted campaign that ensured every dollar was spent on the right keywords, helping the client reach their ideal patients and avoid any wasted ad spend.

B. CONVERSION TRACKING

Problem Found: No conversion tracking for calls and other conversions.

A Blind Spot in Performance

Even with some calls coming in, the client’s automated campaign lacked proper conversion tracking, creating a critical blind spot. With no way to connect these leads back to the specific campaigns or keywords that generated them, it was impossible to measure success or prove which efforts were truly driving patient appointments. The client was essentially spending money without clear proof of what was working.

What We Did

To fix this, we implemented a strong third-party conversion tracking system. This allowed us to monitor and verify every single call lead and form submission.

With this new data, we could attribute each conversion to the exact campaign, ad, and keyword that drove it, giving us the critical insights needed to precisely optimize their spending and ensure the campaign was working to generate qualified leads.

C. KEYWORDS

Problem Found: Keyword themes are very vague.

Terms like “Asthma” and “Sore Throat” were too broad and lacked context, which allowed Google to match the ads to countless irrelevant searches. Because of this unfocused approach, the campaign attracted a lot of unqualified traffic, wasting the budget on people looking for general information rather than a doctor.

What We Did

We created a specific list of keywords for the ads. This made sure the ads only showed up for people who were looking for a doctor, leading to better and more relevant leads.

D. NEGATIVE KEYWORDS

Problem found: No negative keyword list.

Since the previous campaign was an automated Smart Campaign, it lacked a negative keyword list. Because of this, the ads risked showing up for irrelevant searches and even competitor clinics. This meant the client’s budget was being wasted on the wrong audience and attracting unqualified clicks.

What We Did

We immediately created a solid negative keyword list to block all irrelevant terms and c0mpetitor names.

This simple but important step helped us protect the client’s ad budget and ensured their campaign only showed up for people who are actively searching for their services.

E. SEARCH TERMS

Problem found: Spending on competitor keywords and irrelevant search terms.

The previous account was spending a significant portion of its budget on irrelevant search terms and competitor keywords. This was pure wasted money, as these searches were never going to convert into a patient.

Because of this, the campaign was failing to connect with the right audience and wasn’t providing the clinic with a positive return on investment.

What We Did

We implemented a full-scale negative keyword strategy. By preventing the ads from appearing for irrelevant searches, we were able to funnel all ad spend toward the right audience.

Our ongoing monitoring of the search terms report helped us stay on top of any irrelevant queries, ensuring the campaign remained highly efficient.

F. ADS

Problem found: Headlines are very vague

The previous ads used vague headlines that failed to capture attention or provide context.

For example, a headline that simply said “well visit” lacked appeal and didn’t tell a potential patient what made the clinic stand out. This generic messaging led to a low click-through rate (CTR) and meant the clinic’s unique strengths weren’t being communicated.

What We Did

We solved this by writing new, eye-catching ad copy that showcased the clinic’s unique selling points.

The new ads immediately highlighted that the clinic accepts all insurance, has a multilingual staff, and offers same-day appointments.

By doing this, we grabbed the attention of the right audience and delivered a clear, compelling message that directly addressed their needs.

2. Implementation Strategy (Detailed Plan for the Solution)

To fix the account and generate qualified leads, we implemented a new, strategic campaign built for efficiency and control.

Here is how we structured the new, high-performance campaign:

A. CAMPAIGN STRUCTURE

Campaign Type

Manual Search Campaigns in Expert Mode. This gave us 100% control over every aspect of the account.

Campaign Separation

We separated the overall campaign into two distinct parts:

Services Campaign
- This campaign targeted parents looking for specific types of care. It included ad groups for General Pediatrics, ADHD, and Sports Physicals.
Brand Campaign
- This campaign was designed to protect the clinic’s brand and capture high-intent searches for the clinic’s name or Dr. Elsheikh.

B. Targeting & Budget

Location

The ads were targeted within a specific 10-mile radius of the clinic to attract local patients.

Hours

Campaigns ran all day to capture leads at any time.

Budget

A budget of $67/day was allocated to the “Services” campaign, with the “Brand” campaign sharing a budget to ensure it was always active.

C. AD GROUPS & KEYWORDS

We created separate ad groups for each service to ensure our ads were highly relevant to a user’s search.

General Pediatrics
- Targeted parents looking for a family doctor using unique keywords.
ADHD Pediatrics
- Focused on specific medical needs.
Sports Physicals
- Captured highly specific, timely searches.
Brand
- Used exact match keywords for the clinic’s name and the doctor’s name to prevent competitors from showing up in search results.

D. COMPELLING AD COPY

We wrote new ad copy designed to stand out by prominently featuring the clinic’s unique strengths and addressing common parent concerns.

Headline Options

Included high-impact statements like “We Accept All Insurance”, “Accepts Same-Day Appointments”, and “Board-Certified Pediatrician”.

Descriptions

Used patient testimonials and highlighted the multilingual staff (“Fluent in English, Arabic, & Spanish”) to build trust and authority.

E. AD EXTENSIONS & LANDING PAGES

Extensions

We utilized Call-Out Extensions (e.g., “Multi-lingual Doctor,” “Same-Day Appointments”) and Sitelink Extensions (e.g., “ADHD Pediatrics,” “Sports Physicals”) to provide additional information and a richer user experience.

Landing Pages

Each ad group was directed to a dedicated, highly relevant landing page.

This ensured that a user searching for a specific service like “ADHD” landed on a page solely about that topic, which significantly increased the conversion rate.

Yes, Our Efforts Have Paid Off!

Here's the result

By replacing the inefficient, underperforming campaign with our strategic approach, we were able to quickly generate measurable results for the client.

Within the first month of the new campaign, we generated a total of 10 qualified leads, including both call leads and form submissions. This demonstrated the power of a finely-tuned campaign and provided the client with the assurance that their marketing budget was now driving direct patient inquiries.

October Leads 1-23:

1 Call Lead and 1 Form Lead for ADHD:

This case study demonstrates the critical difference between an automated, hands-off approach and a strategic, expert-managed campaign. By auditing and fixing a broken account, we were able to stop the flow of wasted ad spend and deliver a consistent, measurable stream of new patient leads.

The new strategy not only provided a direct return on investment but also gave the clinic a powerful and guaranteed way to get more patients.

Why Us?

No Long-Term Contracts!

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How We Revived a Pediatric Clinic's Underperforming Google Ads Campaign and Generated 10 Qualified Leads in Less Than One Month

Case Overview:

How did we help Pediatric Care of Greater Cleveland?

Here's What We Did

1. Account Audit

2. Implementation Strategy (Detailed Plan for the Solution)

Yes, Our Efforts Have Paid Off!

Here's the result

No Long-Term Contracts!

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