Case study: Google Ads Strategy - Healthwatch

Healthwatch, the national champion for health and social care users in England, was running Google Ads campaigns to drive awareness alongside an aim to get users to provide feedback on local health services.

However, performance had started to decline. The account had been left largely untouched for some time, with outdated structures and a lack of ongoing optimisation, resulting in rising costs and falling efficiency.

The Work

We began with a comprehensive Google Ads audit, reviewing account structure, keyword strategy, match types, conversion tracking, ad copy, audience segmentation, and bidding strategy. We also assessed landing page relevance and performance in line with user intent.

Following the audit, we delivered a tailored Google Ads training session with the Healthwatch team. This hands-on session walked them through each recommendation and gave them the tools and confidence to make strategic changes themselves, without needing ongoing agency support.

The Results

By impmenting the recommended changes, Healthwathc saw a 65% reduction in cost per conversion, alongside improved engagement metrics on site.