How We Doubled Qualified Pediatric Leads While Cutting Cost Per Lead 58%
The key improvements
More qualified patient inquiries at less than half the cost
✓ 53 qualified patient leads across May to July, 44 phone calls and 9 form submissions
✓ The median qualified call ran 2 minutes 24 seconds, and 27 of the 44 calls ran past two minutes
✓ 86% of the local pediatric auction captured, with no impressions lost to budget
✓ 53 of the campaign's 89 conversions come from systems outside Google, so the practice can audit them
A quick note
Why these lead numbers are more trustworthy
A qualified lead here is a phone call lasting at least 60 seconds, or a form submission. Most paid-search reporting counts any call as a conversion, and a 20-second call is a wrong number, not a patient. Google Ads reports a cost per conversion of $38.39 for July. Our figure for the same month is $51.19, because of that bar. We'd rather report a higher number we can defend.
The challenge
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.
The strategy
How we rebuilt the campaign for qualified patient growth
Built the measurement first
Replaced automation with a hand-built campaign
Captured the second surface, not just the landing page
Managed bids and budget by hand, every month
The results · The trajectory
Every month, more efficient than the one before
| Metric | May 2026 | June 2026 | July 2026 | Change |
|---|---|---|---|---|
| Managed spend | $1,479.68 | $939.47 | $1,382.20 | −7% |
| Qualified patient leads | 12 | 14 | 27 | +125% |
| Cost per qualified lead | $123.31 | $67.11 | $51.19 | −58% |
| Click to qualified lead | 8.5% | 12.3% | 15.7% | +85% |
The practice spends slightly less than it did in May and gets more than twice the qualified patient inquiries for it.
The results · Where the budget went
Concentrating spend on the searches parents actually make
By concentrating budget on high-intent local pediatric searches, the campaign lifted click-through rate from 2.76% to 7.26% while producing more qualified leads. The practice now captures roughly 86% of available impression share on its core pediatric terms, with none of its impressions lost to budget.
The results · The conversations
What's behind the number
Across May to July the account produced 53 qualified patient leads: 44 phone calls and 9 form submissions. The median qualified call ran 2 minutes 24 seconds, and 27 of the 44 ran past two minutes. Those aren't misdials or hang-ups. They're parents describing a child's tooth, asking which insurance is taken, and booking.
Want a clearer path to more new patients?
Next steps for this account: at roughly 86% impression share with nothing lost to budget, the next phase is a wider net rather than a bigger one, building out adjacent search themes and testing nearby towns as their own targeted groups.
How we measured the results
Campaign type, bid strategy, monthly spend, impressions, clicks, click-through rate, cost per click and conversion counts are taken directly from the practice's Google Ads account. The inherited Smart campaign was active August 2025 to April 2026, and the rebuilt search campaign launched April 2026. Impression share is from a 20 June to 19 July 2026 window and moves week to week.
Lead figures and cost per qualified lead come from the Titan Web Agency lead-tracking dashboard. A qualified lead is a phone call of 60 seconds or longer, or a form submission, from one of two paid sources: leads attributed to paid search, and calls placed through the Google Business Profile call tracking configured for Google Ads traffic. Calls under 60 seconds are excluded, which across May to July removed 17 of 61 tracked paid calls. Click-to-lead rate uses paid search leads and clicks only.
The May to July comparison uses those three months because the rebuilt campaign was the only one running in them, so spend and leads attribute cleanly. Because some paid leads arrive without a click identifier and get attributed to direct traffic, tracked lead counts are conservative. We report call duration rather than an answer rate because call-tracking systems mark a call answered when it connects, including to voicemail.
Three months is a short run and monthly figures in a small account move on modest numbers, so the trend matters more than any single month. Paid-search performance varies with market, budget and competition, past results don't guarantee future performance, and client details are anonymized at the practice's discretion.