PAID SEARCH OPTIMIZATION | ORTHONY
Before our optimizations, OrthoNY’s paid search campaigns struggled with high costs per conversion, low conversion rates, and inefficient keyword targeting. Additionally, the lack of a strong brand presence in advertisements limited engagement and recognition.
To enhance campaign efficiency and drive higher conversions, we implemented a comprehensive strategy. This included integrating OrthoNY’s name and logo into all ads to strengthen credibility, refining keyword targeting to focus on high-converting search terms, and crafting compelling ad copy to attract and engage potential patients. Additionally, we optimized budget allocation to prioritize the most effective campaign areas, ensuring maximum return on investment. Through these strategic improvements, we successfully boosted conversions while significantly reducing costs.
IOur strategic improvements transformed OrthoNY’s paid search campaign performance, proving the power of targeted advertising and continuous optimization. The biggest performance gains occurred between October and November, where conversions nearly doubled (+98.3%) and cost per conversion dropped by 53%. This marked the largest shift in performance across the campaign.
That momentum carried into December. Even with an additional 12.8% drop in ad spend, conversions continued to rise, up another 37.6%. The Joint Replacement campaign, which began with a moderate cost per conversion, became 67.5% more efficient, demonstrating the compounding effect of strategic optimizations.
From October to December, the overall campaign success was clear. Despite an 18.8% reduction in total ad spend, conversions grew by 173%. Cost per conversion dropped by 70.2% across campaigns, highlighting the campaign’s growing efficiency. The addition of OrthoNY’s name and logo significantly improved engagement, while introducing high-performing, specialty-focused keywords helped attract a more targeted audience.
In healthcare marketing, organizations shouldn’t have to choose between controlling costs and driving patient growth. When paid campaigns are managed by an agency that understands healthcare search behavior and continuously optimizes targeting, creative, and budget allocation, practices can significantly reduce wasted spend while attracting more qualified, high-intent patients. The right agency partner transforms paid search from a line-item expense into a scalable, cost-effective patient acquisition strategy.
Nicole Griglak, Marketing Account Manager, Hedy & Hopp
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