Targeted advertising for a medical center for physical rehabilitation

The main task of the project is to get at least the first contact for a consultation, it is also important to take into account the location of the center, as most clients are focused on a convenient location for themselves.

1. First of all, the client was sent a brief, an analysis of competitors, an audit of landing pages (a landing page, pages in social networks Instagram and Facebook), recommendations and a promotion strategy were prepared. We had a meeting with the client to clearly define our target audience and discuss the preparation of creatives, and promotion strategy.
2. After that we started the preparation process: preparing the RC, setting up the pixel, confirming the domain, setting up goals and events, setting up goals in Google Analytics. And directly to the creation and configuration of advertising campaigns (audience, ads, etc.).
3. Advertising campaign was launched in the period from 01.12.2021-23.04.2022 In the first month of advertising client’s request was to get 30 leads at a price of 30-35 dollars, got the result x2 – 67 leads, the price of 10.77 dollars. The best results were obtained by targeting segments: Chiropractic or Physical Rehabilitation. 99% of requests were received through the application form (without going to the site, etc.).
4. On a weekly basis we prepared a cross-section of the results and received feedback on the requests from the client’s manager.
5. On January 19, there were changes in Facebook regarding detailed targeting – a link. What did this mean for us? We were working with detailed targeting, such as: Chiropractic or Physical Rehabilitation. After the update, there were no health-related segments when searching for detailed targeting. That is, we understood that the numbers could predictably fluctuate, both in quantity, quality, and cost.

Having worked with the client on new video creatives and new settings, we were able to reach the planned result. We received 53 bids at $13 per lead, we had to stop advertising on February 24.