{"id":22080,"date":"2026-09-22T10:13:25","date_gmt":"2026-09-22T10:13:25","guid":{"rendered":"https:\/\/wearekemb.com\/case-studies\/google-ads-in-the-healthcare-sector\/"},"modified":"2026-09-22T12:50:18","modified_gmt":"2026-09-22T12:50:18","slug":"google-ads-in-the-healthcare-sector","status":"publish","type":"page","link":"https:\/\/wearekemb.com\/en\/case-studies\/google-ads-in-the-healthcare-sector\/","title":{"rendered":"Google Ads in the Healthcare Sector"},"content":{"rendered":"\n
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Case Study \u00b7 Google Ads in the Healthcare Sector<\/p>\n\n\n\n

How Focusing on a Workshop Reduced the Cost Per Booked Demo by 65%<\/h1>\n\n\n\n

An IT provider in the healthcare sector had an Google Ads account that had grown to eight campaigns and featured a conversion setting that rewarded the wrong type of sale. After two months of follow-up, we were invited to conduct a workshop. Eight weeks after the redesign: more than twice as many demos as the sales team actually wants, with 22% lower spending. <\/p>\n\n\n\n

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Get in touch<\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n
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65 %<\/p>\n\n\n

lower cost per booked demo with a smaller budget<\/p>\n\n<\/div>\n\n\n\n

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Every client account drifts off course. The question is, who notices it first? <\/h2>\n\n\n\n

No customer account is set up poorly from day one. It\u2019s set up well, and then requests start coming in. A new product needs its own campaign. A target audience needs its own budget. A topic gains importance and is spun off. Every request makes sense on its own. <\/p>\n\n\n\n

After two years, one client was running eight campaigns with a monthly budget of \u20ac8,700. The highest daily budget was \u20ac45\u2014too small for Google to learn from. The conversion setting counted everything: e-commerce orders, demo bookings for obsolete products, and form submissions. Google optimized for the cheapest option. That\u2019s exactly what it\u2019s supposed to do. <\/p>\n\n\n\n

But we sounded the alarm.<\/p>\n<\/div>\n<\/div>\n<\/section>\n\n

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The account before the workshop<\/p>\n\n\n\n

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8<\/p>\n\n\n\n

campaigns sharing a monthly budget of \u20ac8,700<\/p>\n<\/div>\n\n\n\n

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59<\/p>\n\n\n\n

conversions reported over eight weeks<\/p>\n<\/div>\n<\/div>\n\n\n\n

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5<\/p>\n\n\n\n

of which were the conversions the sales team actually wanted<\/p>\n<\/div>\n\n\n\n

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13 %<\/p>\n\n\n\n

search impression share, with 56% of those lost due to ad rank<\/p>\n<\/div>\n<\/div>\n<\/section>\n\n

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About the client<\/p>\n\n\n\n

A German provider of secure connectivity infrastructure for the healthcare sector. The company serves two very different markets simultaneously. Medical practices purchase a standalone installation and are supported by the standard sales team. Software providers and system integrators resell the infrastructure as part of their own products, have technical questions, and generate a much higher order value through a separate sales team. <\/p>\n\n\n\n

For Google, these are two different worlds: a small practice manager and a large software company. The account had to serve both with a monthly budget of 8,700 \u20ac. <\/p>\n<\/section>\n\n

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The challenge: eight campaigns, a budget that was far too tight<\/h2>\n\n\n\n