Client background
Southern Vein Care is a specialized medical practice focused on diagnosing and treating vein conditions, from cosmetic spider veins to more complex venous insufficiency. Make It Loud manages their Google Ads program with an emphasis on measurable patient inquiries, capturing both website form submissions and click-to-call actions from the ads and the website.
Challenges
Before doubling down on a data-driven Google Ads strategy, Southern Vein Care faced familiar healthcare marketing issues:
- Limited clarity on which channels were driving actual appointment requests versus general website traffic.
- Difficulty connecting ad spend to specific patient inquiries and procedures.
- The need to balance educational and informational queries with high-intent searches from patients ready to schedule a consultation.
The goal was to create a campaign that reliably generated qualified leads while giving the practice clear visibility into performance and cost per new inquiry.
Strategy
- Comprehensive conversion tracking: Implemented tracking for website form submissions, click-to-call directly from ads, and phone clicks from the website, so every meaningful patient inquiry was recorded as a conversion.
- Intent-aligned keyword themes: Built campaigns around high-intent searches related to vein treatment, vein doctors, and specific procedures, while filtering out low-value or research-only terms.
- Ongoing optimization and cost control: Continuously refined keywords, ad copy, and bidding to maintain a low average cost per click and a strong cost per conversion.
Results (2025 year-to-date)
- 197,000 impressions
- 10,900 clicks
- Average CPC: $2.82
- 2,260 conversions (form submissions and calls)
- Conversion rate: 21%
- Cost per conversion: $13.59
Key wins
- Long-term, compounding performance: Since 2021, continuous optimization has allowed historical data to inform better bidding, keyword targeting, and messaging over time.
- High conversion efficiency: A 21% conversion rate and sub-$15 cost per conversion mean the practice can reliably turn ad spend into booked consultations at a sustainable, profitable rate.
- Clear, actionable visibility: By tracking form submissions and both ad-driven and website click-to-call actions, the practice has a clear picture of how many patient inquiries come directly from Google Ads and what it costs to generate each one.