A national healthcare nonprofit was leaving most of its $10,000 Google Ad Grant unspent every month on a Dynamic Search Ads setup. We transitioned the account to Performance Max in October 2025. Monthly grant spend rose 165.738% to hit the full cap by April, clicks grew 439.206%, and website events increased 107.692%.
SEO + Content Case Study
Streamlined Keyword Targeting Boosts Clicks and CTR for B2B Healthcare Diagnostic Company
DTC worked with PreludeDx to improve lead quality by pausing hundreds of low-intent keywords and focusing on higher-converting phrase and exact match terms. The result was a 141% increase in CTR and a 10% increase in clicks, despite a 54% drop in impressions.
141.75%
increase in CTR
10.24%
increase in clicks
70.27%
decrease in search impression share lost to rank
The Client
PreludeDx is a B2B healthcare diagnostic company that specializes in providing cutting-edge diagnostic tools for early disease detection in the healthcare industry.
The Objective
The goal was to improve lead quality by focusing on fewer, more targeted keywords. By pausing broad match and irrelevant terms, the strategy aimed to drive more qualified traffic.
Ad Creative Testing
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The problem
The client was targeting a broad set of keywords, many of which were irrelevant or low-intent. While this strategy generated impressions, it wasn’t yielding high-quality leads. The team needed to refine the targeting to focus on more relevant search terms.
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The solution
We paused hundreds of broad match, low-intent keywords and focused on a more streamlined list of high-converting, phrase and exact match keywords. This shift allowed for better alignment with high-intent search queries and improved overall lead quality.
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Why it matters
Focusing on fewer but more targeted keywords not only drives higher-quality leads but also ensures that the budget is spent more efficiently. By prioritizing high-intent searches, the client is able to connect with prospects who are more likely to convert, ultimately improving ROI and lead quality.
Impressions (Ad Spend) went down 54% while Click Through Rate (CTR) went up 10.89%.
Results
By pausing irrelevant broad match keywords, PreludeDx saw a significant improvement in ad performance. While impressions decreased by 54%, clicks increased by 10%, and the click-through rate (CTR) soared by 141%. Search impression share rose by 7.63%, and search impression share lost to rank dropped by 70%, reflecting a much more efficient use of ad spend despite fewer total impressions. Conversion tracking removal due to HIPAA compliance in January 2024 did not prevent the campaign from demonstrating clear improvements in lead quality and engagement.
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