−28% CPL in 30 Days — Google Ads for a Delhi Clinic
CPL −28%
Leads +22%
Call Quality +18%
Timeline: 30 Days
Overview
A multi‑specialty clinic in West Delhi needed more qualified inquiries at a sustainable cost. We rebuilt their Google Ads structure, launched a conversion‑focused landing page, and implemented accurate call tracking to measure lead quality.
Goals
- Reduce Cost per Lead (CPL) without sacrificing volume
- Improve lead quality (calls and booked appointments)
- Get clean tracking for forms and phone calls
Constraints
- Lean monthly budget
- Highly competitive local queries
- Limited in‑house content/creative
Strategy
Account Structure
- SKAG‑lite with Exact & Phrase match; strict negatives
- Separate Brand vs Non‑Brand vs Location campaigns
- Ad schedules around call center hours
Landing Pages & CRO
- Fast, mobile‑first Divi landing page
- Clear above‑the‑fold offer, trust badges, FAQs
- Primary: call/WhatsApp; Secondary: short form
Tracking & Analytics
- GA4 + Tag Manager events for form, tel:, WhatsApp
- Call tracking with 60s qualification goal
- Enhanced Conversions for attribution
Creatives & Ad Copy
- RSAs with strong service + location signals
- Sitelinks: Doctors, Pricing, Appointment, Location
- Call & Location extensions during open hours
Execution
Week 1
- Audit: search terms, QS, assets, extensions
- Rebuilt structure; migrated negatives
- Launched landing page variant A
Week 2
- Added call tracking; 60s qualification goal
- Pruned wasted terms; added geo modifiers
- Adjusted bids by device & hour
Week 3
- Tested new headlines & descriptions
- Launched LP variant B (shorter form)
- Optimized ad schedule to peak hours
Week 4
- Rolled out winning LP variant (B)
- Shifted budget to highest‑CVR ad groups
- Refined negatives; updated LP FAQs
Results
Performance Highlights
- CPL decreased by 28%
- Leads increased by 22%
- +18% improvement in call qualification
- LP variant B delivered +17% CVR vs A
What Moved the Needle
- Intent‑led keywords + strict negatives
- Conversion‑focused LP with trust and FAQs
- Quality‑based optimizations from call tracking
“Leads increased and our cost per inquiry dropped within weeks. The new landing page and tracking made a big difference.” — Clinic Owner, West Delhi
Key Learnings & Next Steps
- Align every click to intent; small budgets can still scale
- Fast, focused landing pages outperform generic pages
- Track qualified calls for true performance
- Expand location coverage (Dwarka, Janakpuri, Vikaspuri)
- Test YouTube remarketing
- Add condition‑specific LPs
Related Resources
Aanve Digital Solutions • 220 B, 2nd floor, Jaina Tower 2, Janakpuri District Center, Janakpuri, New Delhi, Delhi 110058 • +91 9015599355 • [email protected]