Project overview
Our client offers private MRI, ultrasound and X-ray scans from two clinics. Their previous ads were frequently disapproved and paused.
They needed reliable, compliant campaigns that brought scan enquiries at a predictable cost.
Ads paused more often than running
Three issues held results back:
Policy disapprovals
Ad and landing page wording triggered healthcare policy reviews.
One campaign for all scans
Different scans with different prices and demand shared one budget.
No price clarity
Visitors had to call to find out prices, so many left.
What success looked like
- Run ads without disapprovalsunder Google's healthcare policies.
- Bring scan enquiriesfor under £30 each.
- Show prices clearlyon landing pages.
Our approach, step by step
- 1
Policy review Week 1
Reviewed ads and landing pages against Google's healthcare policies and UK advertising rules.
- 2
Scan-specific campaigns Weeks 2–3
Built separate campaigns for MRI, ultrasound and X-ray, each with matching ads.
- 3
Landing pages Weeks 2–4
Created clear pages with prices, what to expect, turnaround times and online booking.
- 4
Optimise Months 2–3
Shifted budget towards the scans and times with the best enquiry rates.
Before and after: key metrics
Campaign performance before the rebuild vs month three.
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per enquiry | £52 | £24 | ▼ 54% |
| Enquiries per month | 46 | 84 | ▲ 83% |
| Disapproved ads | 11 | 0 | ▼ 11 |
| Landing page conversion | 4.1% | 8.7% | ▲ 4.6 pts |
The results
Enquiries rose and costs fell once campaigns ran reliably and pages showed prices.
“For the first time our ads run without constant disapprovals, and enquiries have nearly doubled.”