CASE STUDY

How a Top Eye Clinic Cut Patient Acquisition Costs by 95% Through Google Ads

How do you fill an eye clinic’s appointment book using Google? For a leading Philippine eye care center, the answer was a strategic Google Ads campaign. In just two years, the clinic skyrocketed from a mere 4 conversions in month one to over 2,400 form submissions. Along the way, it slashed cost per conversion by 95%, keeping acquisition costs well below target.

Case Study

OVERVIEW

The Results in Brief

A full-funnel Google Ads strategy combining Search, Display, and Performance Max rebuilt the clinic’s paid search presence from the ground up

Cost per conversion dropped from ₱4,891 in August 2024 to ₱126.67 by 2025, a 95% reduction

3.2 million impressions and 104,000 clicks generated in 2025 alone, with acquisition costs maintained below the ₱1,500 target throughout the entire campaign

About the Client

The client is a leading eye care center in the Philippines offering comprehensive ophthalmology services, from diagnostics and consultations to advanced treatments and surgery. With both main and satellite branches serving patients across the country, the clinic is a trusted name in specialized eye care, catering to patients seeking expert ophthalmological care for a wide range of conditions.

Key Challenges

Despite its strong clinical reputation, the client faced significant gaps in its digital lead generation efforts ahead of the campaign:

  • Limited Online Visibility for Key Services
    The clinic had minimal paid search presence for high-intent eye care keywords, making it difficult to reach patients actively searching for ophthalmology consultations or treatments.
  • Low Lead Volume from Paid Search
    Before the campaign, online inquiries and appointment requests through paid channels were minimal and inconsistent.
  • Inefficient Budget Allocation
    Without a tested campaign structure, ad spend was not optimized across formats, leading to a high cost per conversion and making scaling unsustainable.
  • Restricted Ad Formats
    Google Ads policies on health- and medical-related content limited the use of remarketing campaigns, requiring the team to find alternative approaches to re-engage potential patients.
  • Tracking Gaps
    A GTM tracking issue in November 2024 caused a temporary gap in conversion data recording, leading to missed attribution and inflated cost-per-conversion figures during that period.

Objectives

The client needed to build a sustainable, cost-efficient pipeline of qualified patient inquiries through paid search. The goals of the campaign centered on:

  • Maintaining cost per acquisition consistently below ₱1,500
  • Driving qualified leads through form submissions and appointment inquiries
  • Improving online visibility for high-intent eye care and ophthalmology keywords
  • Identifying the best-performing campaigns, ad formats, and bidding strategies
  • Scaling lead volume without proportionally increasing spend

How Truelogic Helped

Running Google Ads for a medical brand comes with constraints that most industries don’t face: health and medical content restrictions, sensitive audience-targeting limitations, and patients who research extensively before booking.

We brought something different. A full-funnel strategy built specifically around how patients search for eye care, combined with the agility to pivot when platform restrictions demanded a smarter workaround. From here, we saw an opportunity to engineer a more creative, more efficient path to patient acquisition.

  • Search Campaigns Targeting High-Intent Keywords
    We launched search campaigns built around the queries patients actually use when they’re ready to book, like “ophthalmologist near me,” “pediatric ophthalmologist,” and “eye consultation near me.” These keywords consistently delivered the highest conversion volumes at competitive CPCs (cost per click), forming the backbone of the campaign’s lead generation engine.
  • Display Campaigns for Brand Visibility
    Display campaigns were layered in to boost brand awareness and support the overall funnel. The “Eye Exam” custom audience segment emerged as the strongest performer. When paired with creatives featuring elderly patients seeking comprehensive eye care, this combination consistently generated the highest click and impression volumes.
  • A/B Testing Landing Pages
    We ran systematic A/B tests comparing PPC-specific and organic landing pages to determine which drove higher form submission rates. The approach ensured that clicks weren’t just being captured but also converting into actual inquiries.
  • Bidding Strategy Optimization
    We transitioned the campaign from Manual CPC to a Maximize Conversions bidding strategy, improving performance consistency and conversion volume as the campaign matured and accumulated more data.
  • Continuous Keyword and Placement Optimization
    Underperforming keywords and irrelevant placements were regularly excluded to reduce wasted spend and improve targeting precision. This strategy directly contributed to the dramatic reduction in cost per conversion over time.

Results at a Glance

This campaign started modestly, but ended exceptionally well. What began as just four conversions at ₱4,891 each in August 2024 skyrocketed into thousands of qualified inquiries by 2025 — at a mere ₱126.67 per conversion. That’s what happens when strategy, testing, and data work together.

Here’s what that transformation looked like across every metric that mattered.

Total Conversions

+3,063.7%

2024 (Aug-Dec): 144 form submissions
2025 (Apr-Nov): 2,400+ form submissions

Cost per Conversion

-95%

2024 (Aug-Dec): ₱1,715.24
2025 (Apr-Nov): ₱126.67

Total Clicks

+418.3%

2024 (Aug-Dec): 25,796
2025 (Apr-Nov): 104,000

Total Impressions

+241.3%

2024 (Aug-Dec): 1,117,815
2025 (Apr-Nov): 3,200,000

Search and Display CTR

+1%

2024 (Aug-Dec): 2.3%
2025 (Apr-Nov): 3.2% overall

Direction Clicks

New in 2025

2024 (Aug-Dec): 0
2025 (Apr-Nov): 1,200 clicks

*2024 campaign duration: August–December 2024 (5 months)
**2025 campaign duration: April–November 2025 (8 months)

Note: A GTM tracking issue in November 2024 caused a temporary gap in conversion data, leading to missed attribution and a higher cost per conversion above the ₱1,500 target during that period.

Key Highlights

  • From 4 to 2,400+: Conversion Growth at Scale
    The 2024 campaign started with just 4 conversions in August and closed in December with 67 monthly form submissions. By 2025, that momentum had grown to over 2,400 total conversions — a 3,063.7% increase — driven by the activation of Performance Max and a fully optimized Search campaign structure.
  • 95% Drop in Cost per Conversion
    Cost per conversion dropped from ₱4,891 in August 2024 to ₱725 by December 2024, then continued to drop to ₱126.67 by 2025. The ₱1,500 target was maintained consistently throughout the entire 2025 campaign period, validating the campaign’s efficiency at scale.
  • Dominant Search Keyword Performance
    “Ophthalmologist near me” alone drove 164.3 conversions at an average CPC of ₱26.37, confirming that proximity-based, high-intent search terms were the strongest lead drivers. “Pediatric ophthalmologist” followed with 55.67 conversions, signaling strong demand for specialized pediatric eye care services.
  • Display and Performance Max Expand the Funnel
    Display contributed 22% of total traffic in 2025 and delivered over 58,000 clicks, the highest among all channels. Performance Max, launched in May 2025, drove consistent Local Actions—Direction Clicks, indicating that patients actively navigated to clinic locations after seeing the ads.

From Near-Zero to a Scalable Pipeline

The campaign is proof that properly executed paid search drives patient acquisition. We built a full-funnel Google Ads strategy tailored to the unique constraints of healthcare advertising, transforming a near-zero lead volume into a consistent, scalable pipeline of qualified inquiries. The best part? We did it while slashing the cost per acquisition by 95%.

The foundation is now in place. The campaign structure is tested, the top-performing keywords are identified, and the bidding strategies are optimized. What comes next is scale.

Every clinic, every specialty, and every patient is different. At Truelogic, we build bespoke paid search strategies around your goals, and we measure success by the inquiries, appointments, and patients you gain.

Ready to turn Google searches into booked appointments?

Contact Truelogic today, and let’s build a Google Search and digital marketing strategy for your healthcare brand.

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