TFP is an established provider of fertility services within the UK. They are one of the leading private equity backed providers, and operate across 8 different clinics spread across the UK. Their business model focuses on offering a more premium service than other fertility  service providers.

Despite having a well established PPC account with high levels of spend, they were unhappy with their current performance.

Following a detailed audit which picked up on a lot of opportunities for improvement, TFP decided to make us their new PPC partner. They felt we brought a very specialised approach in PPC, and felt we understood their broader digital challenges due to our background in working within healthcare.

Introduced AI supported call tracking
When we initially audited TFP Fertility, we identified that there was no call tracking despite inbound phone calls being the main source of quality leads. Furthermore, they had an issue where a lot of their inbound calls were from existing customers, so they needed a solution which would enable them to only optimise for the high quality sales calls.

They used our partner call tracking provider ‘Call 360’ to set up call tracking; the bespoke solution transcribes each call within the interface, identifies if it is a sales call by looking for certain keywords, and if it is then imports back into Google Ads.

Restructured the account
We reduced the number of ad groups in most campaigns down from 40 to 15. The account was set up in a legacy way which doesn’t reflect the way Google works anymore. We identified that the different ad groups were all triggering one another’s keywords, so it just didn’t make sense to have this so large. Instead we broke this down into 15 ad groups that were grouped together based on themes.

Separated brand into its own campaign
Prior to us taking the account, brand traffic was all coming through the generic campaigns and PMax campaigns, and wasn’t separated into its own campaign. The issue here is that this high intent traffic pollutes performance of the generic keywords and provides a false view of performance, leading to incorrect budgeting. Furthermore it leads to the CPCs of brand traffic being inflated. We separated this out into its own campaign and excluded it from the others.

Improved ad copy
After reducing the ad groups down from 40 to 15, the account was much more manageable. This enabled us to undertake a more refined ad copy strategy, which made ads more relevant, boosted quality score and ultimately improved click to conversion.

Results
Despite this being a well established account for a market leader in the sector, within 5 months we had driven up the amount of conversions whilst at the same time bringing down cost per conversion.