MedBridge Health: 52% reduction Cost Per Lead

The Challenge

MedBridge Health came to Woofer Digital in a difficult position. Despite spending $85,000 per month on Google Ads, their patient acquisition numbers were declining and costs were climbing. A comprehensive audit revealed the root causes: a bloated keyword list targeting irrelevant queries, zero negative keyword management, landing pages with poor conversion architecture, and bid strategies misaligned with their actual conversion goals.

Our Strategy

We took a complete rebuild approach rather than attempting to patch the existing campaign structure. The new account architecture featured tightly themed ad groups organized by service type (urgent care, occupational health, telehealth) and geography (individual clinic locations). We created custom landing pages for each service/location combination, implemented call tracking, and built a negative keyword list of 2,000+ terms in the first two weeks.

Execution & Optimization

After launching the rebuilt campaigns, our team monitored performance daily and made optimizations based on actual patient acquisition data. We tested 8 different headline combinations per ad group, identified the top performers, and scaled budget toward the highest-converting location/service combinations. Within 30 days, CPL dropped by 31%. By day 60, we had achieved the 52% reduction target.

The Results

The results speak for themselves. MedBridge Health now acquires new patients at $134 CPL — down from $280 — with 3.2x the monthly lead volume. The overall conversion rate jumped from 2.1% to 8.4%, and the account now generates positive ROI on a budget that previously was burning cash. MedBridge has since expanded our engagement to manage their Facebook Ads and programmatic display campaigns.