We restructured the campaign around mobile-first emergency intent, improved call extensions, refined location targeting and removed search terms that were not likely to become appointments.
Before
The practice was appearing for emergency searches, but the campaign was wasting spend outside core opening hours and on low-value information searches.
After
A tighter emergency campaign increased urgent phone calls from local patients ready to book.
The work was deliberately practical: improve the searches being bought, make the page clearer, and give the practice better feedback on which enquiries were worth pursuing.
- Prioritised mobile call intent and same-day emergency search terms.
- Adjusted schedules around real appointment availability and response times.
- Improved call extensions, location targeting and urgency-led ad copy.
- Removed information-led searches that were unlikely to become appointments.