80% More Conversions on 27% Less Ad Spend for a Diagnostic Testing Lab
Google Ads for COVID-19 testing appointments in Maryland: 901 recorded conversions in one quarter, with cost per conversion down 59%.After BoBella took over Google Ads, recorded Contact Form conversions grew from 111 to about 445 a quarter for this Maryland design-build firm.
Google Ads overview · Dec 1, 2021 – Feb 28, 2022
Client Type
Diagnostic testing laboratory
Industry
Patients (B2C) and businesses (B2B)
Based In
Germantown / Gaithersburg, Maryland
Services
Google Ads · Website · Social Media
Comparison
Jul–Sep 2021 vs. Dec 2021–Feb 2022
The Results at a Glance
Recorded conversions
500 → 901 per quarter
Cost per conversion
vs. Jul–Sep 2021
Ad spend
for the same three months
Conversion rate
up from 4.72%
Source: Google Ads · Jul 1–Sep 30, 2021 vs. Dec 1, 2021–Feb 28, 2022
About PMCDX
PMCDX (Personalized Medicine Care Diagnostics Laboratory) is a diagnostic testing lab serving patients and businesses in the Germantown and Gaithersburg area of Maryland.
Their goals
- Increase testing appointment bookings
- Keep up with demand for testing services
- Generate qualified phone calls
Busy Account, Expensive Conversions
In summer 2021 the account was getting plenty of reach, but each conversion cost too much and very few people were booking through the appointment flow.
492K
Impressions
10,593
Clicks · 2.15% CTR
500
Recorded conversions · 4.72%
16
Book Appointment actions
Baseline: Jul–Sep 2021, an earlier quarter during BoBella’s engagement.
Meeting Testing Demand Where People Searched
Search campaigns covered each kind of COVID-19 testing need: general testing, travel testing and rapid 30-minute PCR. Ads led with fast turnaround and booking an appointment, supported by call, display and local campaigns.
Real ads from the account
Sponsored
pmcdx.com › covid-19-test-book-appointment
COVID-19 Testing - Same Day | Results Within 24-Hours | Schedule Your Appointment Now
PMCDx Provides PCR COVID-19 Testing For Travelers Within 24 Hours
Traveler testing · 1,923 clicks · 193.4 conversions
Sponsored
pmcdx.com › covid-19-test-book-appointment
30 min PCR Testing | PMCDx COVID Testing Center | Book Your Appointment
Get your results within 30-minutes. Book Your Appointment Today
30-minute PCR · 2,265 clicks · 136.1 conversions
Sponsored
pmcdx.com › covid-19-test-book-appointment
Same & Next Day Covid-19 Tests | RT-PCR Testing | Book Your Appointment
Book an appointment for your COVID-19 same day or next day test
General testing · 1,789 clicks · 73 conversions
Ad activity from Dec 2021–Feb 2022, Google Ads.
What We Built
Campaigns
Search, call, display & local
Ad groups
By testing need
Ads getting clicks
Out of 28 in the account
Landing pages
Led by the booking page
Audit & Tracking
[GA4 + GTM setup, call tracking, conversion goals, site & ads audit.]
SEO Foundation
[Technical fixes, on-page optimization, local SEO & Google Business Profile.]
Content & Authority
[Service / location pages, blog content, citations and backlinks.]
Paid Search
[Google Ads restructure, keyword targeting, ad copy testing, landing pages.]
Account inventory, Dec 2021–Feb 2022.
Conversion tracking
Beyond paid search
- Website
- Social media management
Timeline
About 2020
BoBella engagement begins
Jul – Sep 2021
Baseline: 500 conversions
Dec 2021 – Feb 2022
Traveler & rapid PCR push: 901 conversions
About 2023
Engagement ends
More Conversions, Less Spend
Compared with July–September 2021, December 2021–February 2022 brought in 401 more recorded conversions while spending 27% less. Clicks got cheaper and more of them turned into conversions.
Conversions went up while spend went down
Recorded conversions
Ad spend
Spend shown relative to the Jul–Sep 2021 quarter.
What changed
Click-through rate
2.15% → 3.20%
Conversion rate
4.72% → 6.87%
Clicks
+24%
Average cost per click
-40%
Side by side
| Google Ads metric | Jul – Sep 2021 | Dec 2021 – Feb 2022 | Change |
|---|---|---|---|
| Recorded conversions | 500 | 901 | +80.2% |
| Conversion rate | 4.72% | 6.87% | +2.15 pts |
| Clicks | 10,593 | 13,123 | +23.9% |
| Impressions | 492,191 | 409,967 | -16.7% |
| Click-through rate | 2.15% | 3.20% | +1.05 pts |
| Book Appointment actions* | 16 | 248 | see note |
Figures are Google Ads tracked actions, not verified patient appointments or revenue. Both periods fall within BoBella’s engagement and are not seasonally matched; December 2021 accounted for much of the second period’s activity. *The Book Appointment action’s tracking setup has not been independently reconciled.
The proof
Services in this project:
Need more bookings for less?
Let’s build a Google Ads strategy that turns searches into appointments.
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