Longevity Centres: PPC Management Leads to More Calls, More Efficiency

The Longevity and Stem Cell Centres of Houston provides advanced treatments in restorative medicine for men and women. With services for a variety of health care treatments that use advances scientific and medical technologies, they are able to mitigate the debilitating and disabling diseases associated with aging.

PPC ad management.

Landing pages.

Longevity Centres relies on inbound calls to schedule appointments and consultations in order to build their customer base. Gurney F. Pearsall, Jr., M.D., a highly trained physician who also manages the company’s digital advertising operations, needed a way to generate more phone calls more efficiently.

Dr. Pearsall originally relied on Dynamic Search from Google AdWords, an algorithmic, self-driven search marketing campaign, to drive the phone calls he desired. While this drove volume, it was not cost-effective – in the six months prior to Brafton’s involvement, the cost per call was $263. This approach was generating too many unqualified leads.

To better target Longevity Centres’ niche audience, Brafton’s strategists launched a plan to geo-target prospects within a range of the company’s facilities where many of their patients are able to travel for treatment through Houston-specific zip codes and long-tail keywords. Call-only ads were also used to prompt those who clicked on mobile ads to place a call rather than being redirected to the company’s site.

In the month following the strategic shift, Longevity Centres saw a stark increase in calls, as well as better efficiency. Diversifying the messaging for different treatments and locations delivered in spades. Houston-specific searches delivered 25% of the new calls generated, and every individual treatment campaign generated their own phone calls.

Modifying the primary call to action drove an increase in calls, as well. Historically focusing on a discount, Brafton recommended a CTA to schedule a consultation. At the end of the month, all but one call had come from ads with the updated CTA. Those who saw the new ads called in at a rate of 6.2% – a 20,566% improvement over the call rate of 0.03% during the six months prior.

  • 1,100% monthly increase in calls.
  • 426% more efficiency.
  • Cost per call reduced from $263 to $50.
  • Calls from paid ads up from 0.03% to 6.2%.

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