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
LinkedIn “Full-Funnel” Strategy for Health-Tech Company Increases Leads by 385% YoY
From scattered spend to full-funnel efficiency, DTC transformed Color’s LinkedIn strategy by increasing leads 385% and cutting CPL by more than half.
385%
increase in total leads YoY
54%
decrease in CPL YoY
449%
increase in impressions YoY
The Client
Color is a health-tech company delivering virtual, oncology-led cancer care from risk assessment through survivorship. They partner with employers, health plans, and organizations to make comprehensive care more accessible.
The Objective
Color came to DTC to turn LinkedIn into a real lead generator. The goal was simple: build a campaign strategy that could drive consistent, qualified conversions while lowering acquisition costs.
Paid Social Strategy
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The problem
Before partnering with DTC, Color’s LinkedIn account lacked structure and strategic direction. There were no defined campaign groups to separate awareness, consideration, and lead generation efforts, which made budgeting and performance analysis difficult. Without clear KPIs in place, success was hard to measure and optimize against.
The account also lacked foundational best practices. There was no A/B testing to inform ad creative, no consistent review or refinement of audience targeting, and no standardized naming conventions to streamline reporting. The absence of these elements limited visibility, hindered performance, and prevented scalable growth.-
The solution
DTC established a full-funnel lead generation strategy designed to guide users from awareness through to conversion. We implemented campaign groups for each stage (awareness, consideration, and lead generation) allowing for more intentional budget allocation and performance tracking tied to specific objectives.
To support consistent learning and optimization, we set up A/B testing across ad creative, built and tested audiences based on Color’s demographic data, and defined target KPIs for each campaign group. We also introduced universal naming conventions for cleaner reporting, integrated the Conversions API to improve tracking and retargeting, and delivered a custom Looker Studio dashboard to give Color full visibility into performance.-
Why it matters
Applying this structure gave Color the clarity and control their LinkedIn campaigns were missing. With defined campaign groups, we could align budgets and KPIs to specific goals, making it easier to report on performance and optimize spend. Naming conventions added consistency, while A/B testing revealed what actually resonated with the target audience—no guesswork needed.
The Looker Studio dashboard gave Color full visibility into results, freeing up more time for strategic adjustments. Most importantly, the funnel-based approach created a true user journey instead of one-off impressions. That shift deepened engagement and drove more qualified leads at a lower cost.
“Working with DTC has greatly improved the quality of our LinkedIn leads and made our campaigns more efficient. Beyond building smarter infrastructure (updating naming conventions, structuring of campaign groups, and creating budget sheets & Looker dashboards), DTC consistently brings a strategic lens, helping us optimize performance and quickly adjust when something isn’t landing. They feel like a true extension of our team—deeply embedded, incredibly helpful, and great people to work with every step of the way.”
Leah Stansky, Senior Marketing Program Manager, Color
The timeline shows Color’s LinkedIn campaign performance from January 2023 to Fall 2024. Key milestones include the launch of lead generation campaigns in July 2023, the first doc ad in November 2023, and the introduction of new campaign structures in early 2024. A seasonal dip in leads occurred between June and July 2024, followed by a significant increase in leads during the Fall, reflecting the influence of seasonal trends on lead generation.
Results
Color’s LinkedIn performance improved across every key metric. With a full-funnel strategy in place, total leads jumped 385% year over year, while cost per lead dropped by more than half. The account became easier to manage, more efficient, and aligned around clear performance goals.
This shift proved the value of structure. When best practices are applied to paid social, even a previously underperforming platform can turn into a high-performing, scalable lead engine.
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Performance Max Transition Maxes Out a $10K Google Ad Grant for a national healthcare nonprofit
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