About
A pharmacy with a travel clinic providing PCR testing. They were managing their own Google Ads, and spending a lot of budget without seeing much return.
Challenges
The market was competitive, in a big city, especially after the local airport started doing same-day testing. They were spending between £82-£156 a day on their Google Ads, and their conversion rate was 1.5%.
Conversion rate with an ad is the number of people who saw the ad who also then went on to take action (e.g. by calling the pharmacy). This was set by default to anyone who called the pharmacy counting as a lead. Often calls would be a waste of time, and so the conversion rate wasn’t really meaningful.
That means they spent on average £1 for every lead, and only 1 lead out of 100 was converting into a customer. Unless that one lead was buying multiple PCR tests, they weren’t making their money back on that ad spend. We spoke to them about improving their return on investment.
Solutions
Pharmacy Mentor took over the management of the pharmacy’s Google Ads, to link with the Search Engine Optimised (SEO) landing page for PCR testing we had done earlier.
Because of the size of the budget, we wanted to better track and analyse what was happening, which meant using our Advanced Google Ads management.
- Utilised Google Tag Manager to monitor activity on the landing page.
- Tailored every aspect of the ad to suit the business.
- Analysed the budget to control the cost of each lead, including staying competitive with competitor budgets.
- We set a parameter of a call lasting over 45 seconds with the pharmacy to count as a qualified lead. Calls under that time were usually a waste of time and of no value.
Results
The conversion rate after we took over the ad exploded from 1% to 21%. (not forgetting that we’d actually made it harder for someone to qualify as a conversion.)
We estimated conversions conservatively at £95 (the cost of a single PCR test) which brings you to the £257k figure shown below in the red box.
That’s the estimated revenue generated.
£257k.
With a spend of £19k.
In reality, people often bought more than one PCR test when booking, so the actual revenue generated may well be higher.
Whether it could’ve been higher or not, £257k return from £19k investment is a result I don’t think anyone could argue with.
If you’re looking for help in marketing your services better and building on your online presence, then please get in touch with us and we’ll be glad to help.
