PMGS Digital Marketing

Greater Geelong Medical Centre Google Ads — 132 New Patient Conversions in 14 Days

How PMGS helped a Geelong medical clinic turn high-intent local search and Performance Max into 132 tracked patient bookings and phone enquiries in two weeks — with verified account metrics.

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132 Conversions in 14 Days | A$3.44 Avg Cost per Conversion | 10.39% Conversion Rate

Client overview

The Client

Greater Geelong Medical Centre is a local medical clinic focused on making patient care simple, accessible and easy to book online. The clinic offers a range of general medical services and aims to attract more local patients actively searching for healthcare providers in the Geelong area.

They approached PMGS to increase online appointment bookings and inbound phone calls by using Google Ads to capture high-intent local search traffic. For a busy practice competing with other local clinics, turning search visibility into real appointments was the key commercial objective.

Greater Geelong Medical Centre — Google Ads performance context for local healthcare patient acquisition in Geelong, VIC.

The Challenge

Before working with PMGS, the clinic’s online presence did not fully reflect the level of demand in the local area for medical appointments. They were visible to some searchers but were not systematically targeting people actively looking for services such as GP appointments and clinic visits or seasonal flu shots.

The clinic wanted to increase appointment bookings through Google Ads but needed a clear structure, tracking and a cost-efficient way to translate clicks into real patient actions. They also needed to understand which campaign types would drive the most conversions within a modest budget over a short 14-day window.

Problem Summary

  • ✘ No structured Google Ads approach focused on high-intent appointment searches.
  • ✘ Under-utilisation of seasonal demand (e.g. flu shots) that could drive fast wins.
  • ✘ Need to turn local search traffic into measurable actions like bookings and phone calls, not just clicks.

The PMGS Strategy

PMGS Digital designed a focused Google Ads structure built around three streams: a core Search campaign, a Performance Max campaign, and a dedicated Flu Shot Search campaign. The objective was to balance precise intent targeting with broader reach while making every dollar work hard for patient conversions.

The Search campaign was configured to capture users actively searching for medical appointments and clinic services in the Geelong area, with ad copy and landing experiences aligned to booking actions. Performance Max was introduced to extend reach across Google’s wider network and pick up additional enquiries and calls that might not occur through search alone.

A dedicated Flu Shot Search campaign was launched to ride seasonal demand, focusing on users ready to book vaccinations during the campaign period. Across all campaigns, PMGS tracked both online appointment bookings and phone calls as conversions, ensuring the clinic had full visibility of the patient actions generated by the spend.

Strategy Pillars

  • 1. High-Intent Search Targeting

    Focused Search campaigns around keywords related to medical appointments and clinic services, ensuring ads showed to people ready to book with a local provider.

  • 2. Multi-Network Reach with Performance Max

    Used Performance Max to reach potential patients across Google’s broader ecosystem, adding incremental conversions beyond core search traffic.

  • 3. Seasonal Flu Shot Search Campaign

    Launched a dedicated flu shot campaign to capture time-sensitive demand, using messaging tailored to vaccinations and quick appointment booking.

  • 4. Conversion-Focused Optimisation

    Optimised campaigns based on cost per conversion and conversion rate, prioritising budget toward the best-performing campaigns and focusing on appointment bookings and phone calls.

The Results

Over a 14-day period, the Google Ads account generated 23,804 impressions, 1,271 interactions and 436 clicks. This activity led to 132 tracked conversions at an average cost per conversion of only A$3.44 and an overall conversion rate of 10.39%.

Key Metrics

  • Conversions

    132

    in 14 days

  • Conversion rate

    10.39%

    account overall

  • Avg. cost / conversion

    A$3.44

    tracked actions

Detailed Results

  • Generated 23,804 impressions and 436 clicks across all campaigns in 14 days.
  • Achieved 132 total conversions at an average cost per conversion of A$3.44.
  • The Search campaign delivered 104 conversions, with a cost per conversion of just A$1.39.
  • The Performance Max campaign added 23 conversions, including 9 phone calls and 14 appointment bookings, from A$234.32 spend.
  • The Flu Shot search campaign generated 5 conversions from only 11 clicks, delivering a 45.45% conversion rate.
  • Overall, the account converted local search and network traffic into real patient bookings and phone calls at a highly efficient cost.

Visual Evidence

Add the following screenshots to this page when exports are ready:

  • 14-day Google Ads overview showing impressions, clicks, cost and conversions.
  • Campaign breakdown highlighting Search, Performance Max and Flu Shot Search performance.
  • Optional: call conversion report showing phone call actions from ads.

What the Client Says

Working with PMGS, we were able to see real patient bookings come through Google Ads within just two weeks. The campaigns delivered a steady stream of online appointments and phone enquiries at a cost that made sense for our clinic.

— Practice Manager, Greater Geelong Medical Centre

The Journey

Given this was a short, intensive 14-day campaign window, the journey can be framed as a quick implementation sprint rather than a long-term SEO timeline.

Week 1

Campaign setup, keyword targeting, ad copy development and conversion tracking implementation across Search and Performance Max campaigns.

Week 2

Budget allocation based on early performance, with more emphasis on the best-performing Search and Performance Max for incremental reach.

Before vs After Snapshot

Before
No Google Ads presence.
After
132 conversions in 14 days, clear winning campaigns identified and a repeatable Google Ads structure that can be scaled for ongoing patient acquisition.

Services Used in This Project

  • Google Ads Management

    PMGS planned, built and optimised the Google Ads campaigns (Search and Performance Max) to maximise conversions from a limited budget.

  • PPC Strategy & Consulting

    Strategic campaign structuring and budget allocation ensured the clinic invested more in high-intent search while still leveraging Performance Max for additional reach.

  • Conversion Tracking & Analytics

    Appointment bookings and phone calls were tracked as conversions, allowing PMGS to measure true patient actions and optimise toward cost per conversion.

More Results Like This

Want Results Like These for Your Business?

Every case study on this page started with a single conversation. Book a free strategy session, and we’ll analyse your business, your competitors and your local market — then show you what’s achievable with Google Ads. Want a steady flow of patient enquiries from Google Ads? Get a free Google Ads audit from PMGS.

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