136 Conversions at $11.77 CPA — Mid-Atlantic Regional Ophthalmology Practice

What we were working with.

This practice had built solid organic rankings but was losing patients to competing practices at the paid search level. Patients were finding the practice organically but clicking on competitor ads above the organic results. The practice needed a paid search presence that could recapture this intent-ready traffic.

How we built the campaign.

Given the strong organic presence, we built the paid campaign to complement rather than compete with organic. Paid campaigns focused specifically on high-commercial-intent searches where competitors were active — procedure-specific terms where a patient was ready to book rather than research. The strong organic presence actually improved paid performance: patients who had seen the practice organically were more likely to click the paid ad, boosting Quality Scores and reducing CPCs.

What the numbers say.

136 monthly conversions at $11.77 CPA. The 9.73% CTR reflects the combined effect of brand recognition (patients already familiar from organic) and tightly matched ad copy. When paid and organic presence align, both perform better.

Specific tactics deployed.

• Paid/organic coordination strategy targeting commercial-intent terms complementing existing organic rankings
• Brand recognition leverage in ad copy for patients already familiar from organic search
• Procedure-specific bid strategy concentrating budget on highest-intent terms
• Device bid adjustments reflecting mobile vs. desktop conversion rate differences
• Ad schedule optimization based on 90-day conversion time-of-day analysis