This Independent Community Pharmacy in the Midlands were managing their own Google Ads in-house. Here’s what happened to their Travel Clinic business when we suggested that we should manage it for them
Before we begin, I want to make it clear – this is in no way a critique of the pharmacy who were originally managing their own Ads.
There aren’t many digital marketing agencies around who specialise in Pharmacy, and fewer still who deliver tangible results. The initiative of this pharmacy for doing Google Ads before discovering us is laudable.
That said, this is the difficulty sometimes with the perception of Google Ads. Mismanaged, Google Ads are a black hole for advertising budget. This burns people using them, and they write off the platform entirely.
About the Pharmacy
This Pharmacy based in the Midlands is a family-run Pharmacy single, who were keen on growing the number of bookings they were getting for Clinics. They’d already got a steady flow of bookings through their own SEO efforts.
They have a website with an integrated booking Calendar, showing patients live available times for appointment bookings.
The Challenge
This pharmacy understood the opportunity of Google Ads, but hadn’t had success managing the account themselves.
As you can see below, the Cost/Conversion line was averaging around £8. I’ve highlighted the very first conversion as a demonstration of how expensive Google Ads gets without proper supervision.
This means they were only getting a low amount of Phone Calls & Bookings, and paying a high price for each one.
Ideally, you want the opposite of that.
The Results
It becomes demonstrably clearer in this image what a difference our management made. Regular optimisations and refining of the account meant both that the Ad Budget was allocated properly, and the relevant audiences were seeing the advert. The results, displayed in the graph below, were obvious.
The conversions and phone calls soared up, whilst the cost of each conversion fell significantly. This all happened within the first month of us taking over the account.
The end result?
Over a two-year average, the monthly Travel Clinic bookings went from 19 to 190, and the profitability of each booking was also increased.
That’s around £11,800 in travel clinic profit, every month, according to Pharmadoctor’s Profit Calculator.
And a nice bonus, they’ve collected 240 Google Reviews, averaging 4.9 stars, reflecting well across the whole pharmacy for any future services and prescription nominations.
A Snapshot from the Google Ads dashboard
What’s next for this pharmacy?
The next steps for this pharmacy would be refining their website, as the user journey is solid for Travel Clinics but less so for the other clinics. Once that’s complete, there’s no reason they can’t replicate this success for their other clinics.
