Challenge
Douglass Hanly Moir Pathology needed to drive targeted traffic to their extensive network of over 500 collection centres across local communities.
Solution
We developed strategically segmented Google Ads Search campaigns designed to capture users actively searching for pathology services.
Given the proximity of many collection centres, each campaign was meticulously configured with location-specific targeting to ensure the right Ads reached the right audiences without cannibalization or double serving keywords and risking a policy breach and account suspension.
Our approach focused on:
Precision geographic targeting for each clinic location
Strategic keyword selection for pathology services
Optimised ad copy tailored to local markets
Continuous bid and Target CPA management to maintain cost efficiency
Results
Over 18 months of partnership, the campaigns have delivered consistent growth in both conversions and conversion rates while maintaining stable, low cost-per-click rates.
Recent Performance Highlights (Last Month):
Click-through rate
13.11% - 91% higher than Health industry benchmark
Conversion rate
15.89% - 373% higher than Health industry benchmark
Conversions
1,890
Low Cost / conversion
$14.04
Sustained cost efficiency with consistently low Avg. CPC $2.23
Steady month-over-month growth in conversions
Impact
The precision-targeted approach has successfully built Douglass Hanly Moir’s customer base across their network while delivering exceptional performance metrics that significantly outperform industry standards.
The campaigns continue to drive measurable business growth while maintaining cost-effective acquisition rates.
