Case Study: How We Reduced CPQL by 72% for a Healthcare Client
Client Background
Our client is a healthcare provider specializing in homecare and rehab care services for senior citizens. Their mission is critical: supporting families with compassionate senior care.
But their Google Ads account was telling a different story, High spend, high CPL, and an overwhelming number of junk leads that never converted into paying customers.
They needed a solution that would cut costs, improve lead quality, and scale qualified conversions.
The Challenge
On auditing their Google Ads account, we uncovered deep structural issues:
- 95% broad match keywords wasted spend on irrelevant searches.
- Single campaign with 300+ keywords across all services, making optimization impossible.
- No negative keywords to block junk queries.
- Too many campaigns, most burning budget without contributing to revenue.
- One generic landing page for every service, lowering ad relevance.
- No retargeting campaigns, missing opportunities to nurture prospects.
- Although leads were high, 80–90% were junk, leaving the sales team frustrated.
In short: Volume without Value.
The Strategy
We knew fixing this meant a complete restructuring of the ad account with laser focus on quality and efficiency.
Our approach centered on:
Quality over quantity – cut wasted spend and focus on high-intent keywords.
Service-level alignment – match campaigns, ads, and landing pages to each service.
Lead quality tracking – integrate CRM and offline conversion tracking.
Full-funnel coverage – launch retargeting + TOFU campaigns for scalability.
Execution: What We Did
- Account Restructure:
- Paused all underperforming campaigns.
- Adopted a SKAG (Single Keyword Ad Group) structure for precision control.
- Paused all underperforming campaigns.
- Keyword Strategy:
- Shifted to 90% phrase and exact match.
- Built a strong negative keyword list.
- Shifted to 90% phrase and exact match.
- Ad Copy Optimization:
- Tailored headlines & descriptions to match each service keyword.
- Tailored headlines & descriptions to match each service keyword.
- Landing Page Overhaul:
- Created service-specific landing pages with higher ad relevance.
- Added strong CTAs, a two-step lead form, and testimonial videos to build trust.
- Created service-specific landing pages with higher ad relevance.
- CRM & Data Integration:
- Connected CRM to track lead quality.
- Uploaded GCLIDs with offline conversion data to train Google’s algorithm for qualified leads.
- Connected CRM to track lead quality.
- Full-Funnel Campaigns:
- Launched retargeting campaigns to re-engage warm traffic.
- Used Performance Max + Display for MOFU & BOFU and PMax for TOFU conversions
- Launched retargeting campaigns to re-engage warm traffic.
In Plain Terms
Fewer but far better leads – junk filtered out, qualified leads surged.
Conversions grew by 64% while cutting spend by more than half.
CPQL dropped by 72%, directly improving ROI.
Key Takeaways
Broad match without control = wasted money. Phrase & exact match with negatives are critical for quality.
Dedicated landing pages drive ad relevance and improve lead qualification.
Offline conversion tracking is a game-changer it trains Google to find leads that actually close.
Full-funnel strategies (TOFU + retargeting) ensure long-term scalability.
Conclusion:
This wasn’t just about lowering CPL. It was about aligning ad spend with revenue outcomes. By restructuring campaigns, integrating CRM data, and creating service-specific experiences, we helped this healthcare client turn their ad account into a revenue generating engine.