Details on PPC campaign setup, management and AI optimization of the website https://csm.ua/
Project: Brain Stimulation Center – a multidisciplinary medical clinic and rehabilitation center
Website: https://csm.ua/ and https://klinika-bilacerkva.com.ua/
Niche: Specialized medical services, pediatric developmental treatment, post-stroke rehabilitation, inpatient care
Regions: Kyiv, Bila Tserkva
Promotion period: July 2023 – July 2025
Client’s Request
The client approached us to launch a Google Ads campaign aimed at increasing appointments with doctors and rehabilitation bookings. The main challenge was the presence of two separate websites and a large number of services that needed to be promoted individually for both Kyiv and Bila Tserkva.
Solution
We developed a comprehensive Google Ads strategy that included separate campaigns by the following specializations: medical specialty, service type, location, audience segmentation (adults vs. children). This approach allowed us to precisely target relevant audiences and efficiently allocate the advertising budget.
Goals:
✅ Launch ads focused on queries leading directly to appointment bookings
✅ Find potential patients through Performance Max campaigns
✅ Use a wide range of search terms to capture the target audience – including competitor clinic names, doctors’ names, diseases, symptoms and niche services
✅ Gain a competitive advantage in the medical market
Campaign Types Used
- Search Campaigns– the main tool for handling high-intent queries from users actively looking for doctors or specific treatments. These users usually need immediate help, so our ads emphasized quick booking and clear calls to action.
- Performance Max Campaigns– due to restrictions in medical advertising (e.g., limited remarketing options), these campaigns became key for expanding reach among potentially interested users. We created asset groups tailored to core service categories, enabling effective targeting even for users not yet ready to book immediately.
- Display Campaigns– targeted users interested in medical topics but not yet ready to make an appointment. Display ads focused on brand awareness and trust-building, keeping the clinic visible and top of mind for future patient decisions.
Key Tasks:
✅ Build a structured ad account based on priority services and doctors
✅ Expand the keyword set with a focus on conversion-oriented queries
✅ Actively manage negative keywords to eliminate irrelevant traffic
✅ Write highly relevant ad copy emphasizing clinic advantages, strong CTAs and visually appealing structured formats with appropriate extensions
✅ Continuously optimize campaigns to reduce CPA (Cost per Acquisition)
✅ Combine all campaign types to cover the full patient journey – from first contact to appointment booking, ensuring maximum coverage, relevancy and conversions
Більше
Implementation
Account Structure & Campaign Launch
The account was structured around key medical services and doctors’ specializations. By setting up accurate conversion tracking (calls, forms, bookings), we were able to optimize campaigns based on real patient interactions.
Launched Campaign Types
Search Campaigns:
- Pediatrics
- Neurology (adults & children)
- Rehabilitation
- Speech Therapy
- Dentistry
- Surgery
- Urology
- Gynecology
- Mammology
- Cardiology
- Psychiatry (adults & children)
- Narcology
- Ultrasound (USG)
- Physiotherapy
- Massage
- Inpatient treatment
- Autism & Cerebral Palsy therapy
- Brain treatment for children
- Family Medicine
- General medical services
- Branded campaign
- Competitor campaigns
Performance Max Campaigns:
- Neurology (adults & children)
- Gynecology
- Mammology
- Dentistry
- Osteopathy
- Stroke rehabilitation
- Rehabilitation (adults & children)
- Speech therapy
- General medical services
- Therapeutic inpatient care
Display Campaigns:
- Speech development
- General medical services
Results
Over 2 years of PPC management, we achieved significant growth in conversions while reducing their cost:
✅ ~3.13 million ad impressions
✅ Over 271,000 highly engaged clicks
✅ 21,600 conversions (calls, callback requests, online bookings)
✅ Average CPA – under 100 UAH
Thanks to a well-structured account, expanded keyword base, improved ad creatives and continuous optimization, we not only hit our target CPA but reduced it to 77.57 UAH. This led to a steady increase in qualified calls and bookings for specialized doctors.
During scaling phases, we successfully increased the ad budget while maintaining stable, positive ROI.
Ongoing optimization included:
- Regular keyword performance analysis and negative keyword updates
- Ad optimization with relevant extensions and strong CTAs
- Automated bidding strategies to reduce CPA
- A/B testing of ads and audience segments
- Geotargeting and ad schedule adjustments for maximum efficiency
This integrated approach maintained a balance between reach and traffic quality – resulting in higher conversions at a lower cost.
Conclusion
A comprehensive PPC strategy – combining structured account setup, audience segmentation, creative testing and multiple campaign types with smart bidding – allowed us to achieve high performance and consistent growth in bookings.
We built a sustainable system that continuously delivers new patient appointments through Google Ads, directly contributing to the clinic’s growth.
This case demonstrates that even for complex medical services (e.g., post-stroke rehabilitation, inpatient treatment, autism therapy with ad restrictions), it’s possible to effectively run campaigns and achieve measurable results despite high competition.
Planning to grow your medical business and attract more patients online?
At luxsite.agency, we know exactly how to do it – get in touch with us!