Ramsay Health Care was established in 1964 and has grown to become a global hospital group operating 480 hospitals employing more than 77,000 staff. The company treats 8.5 million patients in its hospitals across 11 countries including Australia, France, the United Kingdom, Sweden, Norway, Denmark, Germany, Italy, Malaysia, Indonesia and Hong Kong making it one of the largest and most diverse private healthcare companies in the world.
The Challenge
With the ever increasing activity from competitors, Ramsay Health Care recognised an opportunity to develop their place in the market through Google Ads.
After working with Greenwood Campbell for many years on other digital projects, Ramsay approached us to manage this on their behalf.
The Data
Since taking over the Google Ads account, traffic levels to the site have increased by 374% - but with only a 2% increase in spend a considerable reduction in average cost per click (av CPC) has been achieved: £4.76 down to £1.02 (-79%).
Enquiries in the services Ramsay Health Care offer, from Google Ads activity, has increased 317% since Greenwood Campbell took over managing the account. More importantly the cost per enquiry/lead (CPA) has reduced by 76% resulting in higher enquiry/lead levels at a lower cost per lead.
(Data 1 Jan-28 Feb 2018 compared to 1 Jan-28 Feb 2021)
The Results
The results have been achieved by expert optimisation within the account, streamlining the coverage and saving a considerable amount of spend in areas which were not generating leads. This allowed the budget to be invested in better performing areas.
More recently Greenwood Campbell have been working with Google's bidding strategies to find the best solution to maximise the returns through machine learning, which has contributed further to improved performance overall.