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<h2 class="post-title">
Restructuring Google Ads Account to Increase Health Appointment
Bookings for Joy Dental Group
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<li><b>Sales/Revenue : </b> 300% increase after 180 days</li>
<li><b>Store Sessions : </b> 300% increase after 180 days</li>
<li>
<b>Mobile Compatibility : </b> Needed a responsive website
design to cater to mobile users.
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<li><b>Store Niche : </b> Pets (USA & Big 5 Markets)</li>
<li><b>Blended ROAS : </b> Over 8x</li>
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In this case study, we delve into the sophisticated data-driven
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<h3>The Challenge</h3>
<p>
Joy Dental Group, a healthcare group providing modern care
across primary, pediatric, and women’s health, operates in
Brooklyn, Harlem, Atlanta, and Tulsa. Before partnering with
Qlixs Digital Agency, Juno’s Google Ads campaigns were segmented
by care line but included mixed keyword match types and intent
themes. This segmentation made it challenging to respond to
performance indicators, resulting in a high cost per acquisition
(CPA). Juno needed their SEM campaigns to be more efficient and
drive more new patient signups.
</p>
<span class="line-break"></span>
<span class="line-break"></span>
<h3>Our Solution</h3>
<p>
Qlixs embarked on a comprehensive restructuring of Juno's Google
Ads account to optimize performance and efficiency. The new
structure aimed to maximize incrementality and enhance
visibility and control over the budget for each aspect of Juno’s
business.
</p>
<!-- <span class="line-break"></span>
<span class="line-break"></span>
<h3>Steps Taken:</h3>
<p>The brand aimed to:</p>
<span class="line-break"></span>
<ul>
<li>
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Optimize their account structure and ad creatives.
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Improve targeting and messaging to enhance ROAS and reduce
CPA.
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Explore and succeed with additional advertising channels
beyond influencer marketing.
</li>
</ul> -->
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<span class="line-break"></span>
<h3>Steps Taken:</h3>
<h4>1. Campaign Segmentation:</h4>
<ul>
<li>
<b>By Care Line and Market: </b> Created distinct campaigns
for each care line (primary, pediatric, and women’s health)
and targeted markets (Brooklyn, Harlem, Atlanta, Tulsa).
</li>
<li>
<b>Keyword Match Type: </b> Segmented by keyword match type to
better manage and optimize bids.
</li>
<li>
<b>Core vs. Condition-Focused Keywords: </b> Differentiated
between core service terms and condition-specific terms,
organizing ad groups by individual conditions.
</li>
</ul>
<span class="line-break"></span>
<span class="line-break"></span>
<h4>2. Branded Search Campaign:</h4>
<ul>
<li>
Introduced a branded search campaign to capture high-intent
searches specifically for Joy Dental Group.
</li>
</ul>
<span class="line-break"></span>
<span class="line-break"></span>
<h4>3. Granular Ad Group Structure:</h4>
<ul>
<li>
Developed ad groups tailored to individual conditions,
allowing for precise targeting and better performance
analysis.
</li>
</ul>
<span class="line-break"></span>
<span class="line-break"></span>
<h4>4. Performance Analysis and Budget Allocation:</h4>
<ul>
<li>
Analyzed performance by care line and market, identifying
efficiencies and reallocating budget to higher-performing
areas. For example, in Women’s Health, core terms proved more
efficient than condition terms, particularly in certain
markets. Primary Care showed strong performance in Brooklyn
and Harlem, prompting a budgetary focus on these locations.
</li>
</ul>
<span class="line-break"></span>
<span class="line-break"></span>
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<img src="assets/img/innerpage/joydental-casestudy-inner1.png" alt />
</div>
<span class="line-break"></span>
<span class="line-break"></span>
<span class="line-break"></span>
<h3>The Results</h3>
<p>
The granular restructuring of Juno’s Google Ads account led to
significant improvements in SEM performance and patient
appointment bookings:
</p>
<span class="line-break"></span>
<ul>
<li>
<b>95% Increase in Appointment Booking Conversions : </b> The
restructured campaigns resulted in a substantial increase in
new patient signups.
</li>
<li>
<b>24% Improvement in CPA : </b> The cost per acquisition was
significantly reduced, making the campaigns more
cost-effective.
</li>
<li>
<b>50% Increase in Spend : </b> Juno was able to scale their
ad spend while maintaining efficiency, leading to greater
overall reach and impact.
</li>
</ul>
<span class="line-break"></span>
<span class="line-break"></span>
<span class="line-break"></span>
<h3>Conclusion</h3>
<p>
Qlixs Digital Agency’s detailed restructuring of Joy Dental
Group’s Google Ads account dramatically improved the efficiency
and effectiveness of their SEM campaigns. By segmenting
campaigns by care line, market, keyword match type, and specific
conditions, Qlixs provided Juno with greater control and
visibility, enabling better budget allocation and performance
optimization. This approach not only increased appointment
bookings but also reduced CPA, setting a strong foundation for
future growth and scalability in Joy Dental Group’s digital
marketing efforts.
</p>
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