Medical Aesthetics: B2B Google Ads

Uncovering Medical Aesthetic Supplies’ Google Ads real results

When Medical Aesthetic Suppliers came to The Lead Agency, they had a long history of leveraging Google Ads and were spending a lot of money on this endeavour. At the time, the agency they were using spent $5k of Medical Aesthetic Suppliers’ budget each month on Google Ads—an amount that had increased over time without a consultation.

When we came in, the situation was this: Sales were coming in, but there was no transparency. The agency couldn’t say how much Google Ads were contributing to the sales. They couldn’t assign conversions across the different channels, and, as we discovered, they were wasting a lot of their ad spend.

The Lead Agency came on to deep dive into their historic Google Ads efforts, optimise their efforts, and ultimately save them money while increasing results.

Starting from the beginning and overhauling it all

We noticed that the previous agency focused greatly on branded and broad ads for products that weren’t a focus or didn’t have high margins. This resulted in a lot of wasted budget. To get back on track, we returned to the basics—in-depth keyword research.

Keywords

When approaching a Google Ads performance analysis, we always start with in-depth keyword research. That meant revisiting the keyword strategy and audience targeting based on the target buyers’ journey. Our intention was to:

1. Focus on lower-volume, high-converting keywords that have a higher purchase intent.
2. Focus on core audiences to determine segmented audiences, affinity groups and lookalike audiences.
3. Identify and target converting keywords.
4. Identify keywords and audiences with different purchase intents, as purchase intent is a critical component of a B2B digital strategy.

Tracking

Acknowledging that their previous agency’s Google Ads setup lacked tracking and transparency, we wanted to understand what went wrong.

We found that the ‘purchase’ and ‘thanks’ goals were triggering at the same time, meaning that these conversions were effectively double-counting. Including the ‘checkout’ conversion meant that every purchase generated three conversions. This significantly distorted how results were perceived.

To counter this tracking confusion and ensure we clearly understood how their Google Ads campaigns were working, we decided that the final ‘purchase’ conversion would be the only official conversion we would track through Google Ads.

We then used other engagement metrics to give us an idea of the overall engagement level that the Google Ads campaigns generate. An additional benefit was that this would help us identify any bottlenecks in the conversion funnel. These included:

• Add to cart clicks
• Checkout visits
• Time on-page statistics

Google Ads

Finally, we could get into the campaign strategy. We approached it as follows:

• Campaign Structure Review: This involves checking the organisation of campaigns and ad groups, ensuring they are logically structured based on products, services, or themes, and assessing whether there are redundant campaigns or ad groups that could be consolidated.
• Performance Analysis: Examining key performance metrics such as click-through rates (CTRs), conversion rates, cost per conversion, cost per click (CPC), and return on ad spend (ROAS) to identify top-performing campaigns, ad groups, keywords, and ads.
• Targeting and Audience Analysis: Reviewing targeting settings such as location, language, device, and demographics.
• Bid Strategy and Budget Management: Analysing bidding strategies such as manual CPC, automated bidding, or target CPA and reviewing and optimising bid adjustments for devices, high-performing times and locations.
• Quality Score and Ad Rank: Evaluating the Quality Score for keywords and ads, reviewing ad rank and ad position to ensure optimal visibility in search results.

We then went for a Single Keyword Advertising Group strategy after identifying that we could achieve higher performance with this approach. Practically, that involved:

• Creating ad copy that is hyper-specific to intent-based keywords and the audience.
• Optimising advertising for maximum quality.
• Increasing click-through rates (CTRs) from the targeted approach, which optimises bidding and costs.

Delivering clarity and results beyond imagination

After completely overhauling Medical Aesthetic Supplies Google Ads, we were able to achieve massive results that every client wants to see: lower spending and higher results.

The data was compelling:

• 82.87% reduction in ad spend
• 674.50% increase in their click-through rate (CTR), which could be attributed to Ad Quality increasing
• 48.07% increase in conversions.

Increasing conversions by almost 50% is a phenomenal result at the best of times, but this figure is huge considering that one conversion was previously recorded three times.

Beyond the juicy highlights and just as importantly, we were able to implement measurement so that we can see what sales came from Google Ads and what came from Organic, increasing their overall marketing campaign results (not just from Google Ads).