How We Doubled Qualified Pediatric Leads While Cutting Cost Per Lead 58%
We took over this Portland metro pediatric practice's Google Ads in April. By July the account was producing more than twice the qualified patient leads it had in May, at 58% less cost per lead, on slightly less monthly spend.
Before Titan Web Agency: ad spend without reliable patient-lead tracking
The account ran a single Smart campaign on a Maximize clicks bid strategy. Google chose the queries, and the bid strategy told it to buy as many clicks as possible at the lowest price available. It bought 49,322 impressions and 1,361 clicks at $1.78 each, at a click-through rate of 2.76%.
Two problems with that. First, $1.78 doesn't buy a click from a parent looking for a children's dentist. Real commercial pediatric terms in this market cost $9 to $20, which is what the account pays today. Second, nothing measured whether any of it worked. Every conversion the account reported came from Google's own ad-interaction counting, including map direction requests and taps on a phone number.
So before we could improve anything, we had to be able to see it.
How did this Portland pediatric practice double qualified leads while cutting cost per lead 58%?
By building the measurement first with call and form tracking and a minimum call duration, then pausing the automated Smart campaign and replacing it with a hand-built manual-CPC search campaign on eleven tightly matched pediatric keywords.
Adding call tracking to the Google Business Profile the ad surfaced, and managing bids and budget by hand each month, took cost per qualified lead from $123.31 in May to $51.19 in July while more than doubling monthly leads.
How we rebuilt the campaign for qualified patient growth
Built the measurement first
Call tracking, form tracking and analytics events wired in and imported into Google Ads as conversion actions, with a minimum call duration so short calls stop counting as patients. You can't cut cost per lead 58% if you can't tell what a lead costs.
Replaced automation with a hand-built campaign
The Smart campaign paused, and a manual-CPC search campaign built on eleven tightly matched pediatric keywords, each one a parent in the practice's actual catchment looking for a children's dentist.
Captured the second surface, not just the landing page
Parents who find a practice through an ad don't all click through to the website. Many tap the phone number straight from the Google Business Profile the ad surfaces, so we put call tracking on that path too. It produced 16 qualified calls across May to July, growing from 3 in May to 9 in July.
Managed bids and budget by hand, every month
Manual CPC rather than automated bidding, with spend concentrated on the terms producing qualified leads. That's what drives the curve: June spent a third less than May and produced more leads, then July scaled back up and more than doubled May's output.
Every month, more efficient than the one before
The practice spends slightly less than it did in May and gets more than twice the qualified patient inquiries for it.
Every engagement is founder-led. You work directly with Tyson, not an account rotation.
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