Google Ads and measurement for healthcare services.
Healthcare sector · Spain
We work on Google Ads acquisition for healthcare services. We review the searches that trigger ads, destination pages and recorded contact actions to guide decisions on the campaigns.
01 · Search campaigns
We review acquisition service by service.
We analyse search campaigns and their ad groups with the service they present in mind. We review search terms, cost and recorded conversions to interpret how each campaign behaves.
- Searches that trigger the adsWe review the terms recorded in Google Ads reports to assess their relationship to the advertised services.
- Reading by campaign and groupWe contrast behaviour across service lines to agree where it is worth going deeper into structure, messaging or destination pages.
Acquisition aspects
- SearchTerms that trigger the ad.
- Service adMessage linked to a service line.
- Destination pageInformation the visit lands on.
Search relevance
We review whether the recorded terms relate to the service the ad presents and to the offer we want to communicate.
Correspondence with the destination
We assess whether the destination page develops the advertised service and allows the enquiry to continue without searching for that information again.
02 · Journey continuity
We contrast the advertised service with the page the visit lands on.
We work with destination pages specific to certain services. During the review we also identified an ad that points to the main page and proposed reviewing its correspondence with a specific page.
We examine whether the destination allows the enquiry about the advertised service to continue or forces that information to be searched for again within the site.
Ad destination
Destination identified in the review
Proposed alternative
03 · Contact actions
We review recorded actions alongside campaign behaviour.
We work with Google Ads and a measurement environment that includes Google Analytics 4 and Google Tag Manager. The case has tracking related to forms, calls and WhatsApp.
- Forms
- Phone
We interpret these signals according to the action each event records.
A click on a phone number or WhatsApp does not by itself confirm a conversation or an appointment.
Measurement environment
- Google Analytics 4
- Google Tag Manager
We agree what we should review in each acquisition journey.
Service-by-service analysis lets us relate searches, ads, their destinations and recorded actions. In the review we identified a general destination that warrants considering a more specific page.
We use this information to guide the next decisions on the campaigns and the website.