Case study: Clinic
How a U.S. orthopedic practice made search advertising more measurable
An anonymized U.S. orthopedic practice worked with Hospital Success on Google Search advertising for orthopedic care. The campaign focused on local search visibility and on making calls, website visits and new-patient consultations easier to track.
Orthopedic practiceGoogle Search advertising · United States
- Local search visibility
- Accurate ads and landing pages
- Tracking from click to consultation
The challenge
Visible in local search, and able to measure it.
The practice wanted its services to appear more clearly in relevant local searches, and needed a reliable way to understand which advertising activity led to calls, form enquiries and consultations.
The campaign also needed clear, factual language and a landing-page experience that helped people understand the next step without promising a particular clinical outcome.
Hard to find locally
Patients searching for orthopedic care nearby were not reliably finding the practice's services.
No clear line to results
The practice could not tell which advertising led to calls, form enquiries and booked consultations.
Factual, careful messaging
Ads and landing pages had to explain services and access accurately, with no promise of a clinical outcome.
The solution
How we built it.
- 01
Campaigns built around services and location
We organized Google Search campaigns around service themes and relevant location-based searches, then reviewed search terms to keep traffic aligned with the practice's services.
- 02
Accurate, concise ad copy
Ads described the services and access options accurately, without guarantees, unsupported outcome claims or comparisons with other providers.
- 03
A matching page for every ad
Each ad led to a matching page with clear service information, clinician credentials and a straightforward way to contact the practice.
- 04
Privacy-conscious tracking
We tracked agreed campaign events, such as calls and form enquiries, and reconciled them with appointment records using a privacy-conscious process.
- 05
Regular review and refinement
We reviewed search terms, geography and campaign performance regularly, then refined targeting and ad content based on the data available.
The results
What changed.
Over the first 30 days, the campaign generated around 7,800 Google Ads impressions and around 585 website clicks. Tracked online calls rose from around 10 a month to around 76, and new-patient consultations from around 3 to 4 to 23.
| Campaign measure | Before the campaign | First 30 days of the campaign |
|---|---|---|
| Google Ads impressions | 0 | Around 7,800 |
| Clicks to the practice website | Around 100 per month | Around 585 |
| Tracked calls from the website or online | Around 10 per month | Around 76 |
| Tracked new-patient consultations | Around 3 to 4 | 23 |
Figures are approximate, as reported by the practice. Before-campaign clicks and calls are monthly baselines, compared with the first 30 days of the campaign. Results depend on many factors and are not a promise of results for other practices.
Why it matters
Advertising and privacy safeguards.
The campaign used search intent and service-area settings rather than building audiences from patients' medical records or inferred diagnoses. Ad and landing-page copy stays truthful and evidence-based.
Any patient information used for marketing or campaign measurement must be handled under applicable HIPAA requirements, with tracking technology reviewed so that protected health information is not disclosed to advertising platforms.
Next step
Your story could be the next one we tell.
Real results start with a real conversation about your goals.
- 30-minute strategy call
- Zoom or Google Meet
- In your time zone