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
Geo-targeting nets 163% increase in conversions for fertility clinic
How audience targeting by location helped lower ad-spend and dramatically increase conversions.
Highlights
163%
increase in conversions
118%
increase inpaid search traffic
54%
decrease incost-per-acquisition
The Client
For more than 30 years, Fertility Centers of Illinois has been a leader in IVF (in vitro fertilization) throughout the Chicagoland area.
The Objective
Fertility Centers of Illinois came to us with a few interesting challenges, with the root of the problem being organization style in their account structure. Their lack of organization led to overbidding, expensive conversions and broad targeting.
Our goal was to lower cost-per-acquisition while driving targeted leads and phone calls.
“We were looking to generate more inquiries via paid online channels. We’d been doing paid search, but were looking for a better way to do it with a different partner.”
Mark Walker, Director of Business Development, Fertility Centers of Illinois
PPC Strategy
Implement IP-targeted campaign segmentation to provide broad keyword coverage.
-
The Problem
They weren’t reaching the qualified traffic they wanted. As a professional service that relies exclusively on face-to-face interaction with patients, their potential “customers” were necessarily local.
-
The Solution
We utilized radius targeting around their office locations and helped fill in the gaps between zip codes from there.
We also implemented geo-targeting to capture searchers using location terms regardless of IP location. We began this initiative with high-population suburbs and cities that had proven successful in the past from the client’s CRM data. This allowed us to adjust bids more on a more granular level.
Finally, in order to ensure greater control and easy aggregation of results, we segmented the client’s services – fertility, preservation, and donation – into different ad campaigns.
-
“They increased inquiries to the practice by more than 25%, while simultaneously decreasing cost per inquiry by 20%.”
Mark Walker, Director of Business Development, Fertility Centers of Illinois
Results
We created a custom script that breaks down AdWords metrics to show the client where they’re performing the best and how their converting users interact with their ads. In this case, FCI’s sweet spot was in average position 2.5. It showed the highest conversion rate and lowest cost per conversion. Aiming for this position allowed us to lower bids on a lot of keywords and therefore drive a reduced CPA.
The end result was a 164% increase in conversions, a 118% increase in paid search traffic, and a 54% decrease in the client’s cost-per-acquisition.
Read More Case Studies
-
Performance Max Transition Maxes Out a $10K Google Ad Grant for a national healthcare nonprofit
Read more -
Full-Funnel Content Strategy Drives a 20% Increase in Conversions for Chicago-Area Custom Jeweler
Read moreA national brand with sales reps in every state was running search ads that read as generic. We added State and City level location insertions to the responsive search ad copy so the ads matched wherever a user was searching from. Conversion rate rose 33.01% and cost per conversion fell 19.03%.
-
CRM Integration Lifts Lead Quality and Cuts Cost per Acquisition 28.73% for a Global IP Firm
Read moreDennemeyer was optimizing Google Ads toward every form fill, not the leads that actually closed. We integrated their CRM with Google Ads so Smart Bidding could optimize for qualified leads. Cost per acquisition fell 28.73%, conversion rate rose 77.92%, and by January only 4.5% of raw leads came through unqualified.
Email Us. Find out how we can help.