Two years of paid search for a clinic, measured in bookings

Dental search terms are among the more competitive in local healthcare, and the cost of a click reflects that. An account optimised for volume will happily spend the budget on people researching prices, comparing clinics in other cities, or looking for something the practice does not offer.

The only number that matters in this category is booked appointments, so the account had to be built around conversion tracking from the start rather than reporting on clicks and hoping.

Across the period the account delivered 849 tracked conversions from 21.1K clicks, served against 190K impressions, on Rs 2.4M of managed media — an average of roughly Rs 2,827 per booking in a category where a single implant case repays that many times over. The click-through rate of 11.1% is well above what this category typically returns, which is the clearest signal that the ads were being shown to the right searches rather than simply being shown often.

The more important outcome is continuity. This was not a burst campaign: the account ran and was actively managed for nearly two years, which is what allowed query control and ad relevance to compound rather than resetting each time a campaign was relaunched.