Client
HarborPoint Medical Group
Industry
Multi-Specialty Medical Practice
Locations
United States
Services
Primary Care, Internal Medicine & Preventive Care
Campaigns
Google Ads, Meta Ads & Remarketing
Primary Goal
New Patient Acquisition
HarborPoint Medical Group is a growing multi-specialty medical practice providing primary care, internal medicine, preventive care, and routine health services to patients in its local market.
The practice had built a strong reputation through referrals and existing patients, but its digital advertising was not generating a consistent flow of new patient inquiries.
Leadership wanted to build a more predictable patient acquisition system—one that could reach prospective patients when they were actively searching for care while maintaining control over advertising costs.
That’s where The Health Ad came in.
HarborPoint was investing in digital advertising, but the campaigns lacked the structure and tracking needed to determine which marketing activities were actually contributing to new patient growth.
The practice faced several challenges:
The goal wasn’t simply to generate more website traffic.
The practice needed to generate more qualified prospective patients at a sustainable acquisition cost.
The Health Ad developed a full-funnel advertising strategy designed around how prospective patients search for and choose medical providers.
Instead of treating every website visitor equally, we focused advertising investment on high-intent searches and audiences most likely to become new patients.
We reorganized the Google Ads account around individual medical services and patient intent.
Separate campaigns and ad groups were developed for:
Targeting prospective patients searching for primary care physicians and medical practices in the area.
Reaching patients specifically searching for internal medicine physicians and related services.
Capturing demand for annual physicals, wellness visits, routine exams, and preventive healthcare services.
Protecting branded searches and helping patients already familiar with HarborPoint quickly find the correct practice information.
This structure gave us significantly more control over budgets, keywords, messaging, and performance by service line.
Not every healthcare-related search represents someone looking for a medical provider.
We prioritized keywords that demonstrated clear patient intent, including searches similar to:
“primary care doctor near me”
“internal medicine doctor”
“medical clinic accepting new patients”
“annual physical near me”
“primary care physician”
At the same time, an expanding negative keyword strategy reduced traffic from searches related to employment, education, medical research, free services, and other irrelevant queries.
The objective was simple:
Spend less on people researching healthcare and more on people actively looking for care.
Medical advertising can quickly become overly clinical.
We shifted the messaging toward the questions prospective patients actually care about when selecting a practice:
Can I become a new patient?
Is the practice conveniently located?
Can I easily request an appointment?
Does the practice provide the care I need?
Ads emphasized accessibility, services, convenience, and clear next steps rather than relying primarily on generic descriptions of the practice.
Generating the click was only half the job.
The landing pages needed to make it easy for prospective patients to understand the service and take the next step.
We recommended a simplified patient journey with:
Instead of sending every visitor to a general medical practice homepage, campaigns directed patients toward pages closely aligned with what they had searched for.
Before scaling the campaigns, The Health Ad improved the practice’s measurement framework.
Key patient actions were tracked separately, including:
Completed online appointment and consultation forms.
Calls generated directly through advertising and calls initiated from the website.
New patient and contact inquiries.
Important interactions indicating that a prospective patient was moving closer to contacting the practice.
This allowed optimization decisions to focus on meaningful patient acquisition actions instead of clicks and website traffic alone.
Google Ads captured existing demand from people actively searching for medical care.
Meta Ads expanded the strategy by helping HarborPoint remain visible to relevant local audiences and reconnect with previous website visitors.
Remarketing campaigns focused on people who had visited important service pages but had not yet requested an appointment.
This created a more complete advertising funnel:
Search → Website Visit → Consideration → Remarketing → Appointment Request
Within the first several months, HarborPoint’s advertising program became significantly more efficient.
Better keyword targeting, campaign segmentation, and landing page alignment generated substantially more inquiries from prospective patients.
Reducing irrelevant traffic and shifting budget toward higher-performing services allowed the practice to acquire prospective patients more efficiently.
Landing page improvements and stronger calls to action helped convert more advertising traffic into appointment opportunities.
Improved tracking gave HarborPoint greater visibility into the relationship between advertising investment and patient acquisition.
| Performance Metric | Before | After | Change |
|---|---|---|---|
|
Qualified Patient Inquiries |
43/month |
123/month |
+186% |
|
Cost Per Qualified Lead |
$112 |
$66 |
−41% |
|
Appointment Requests |
32/month |
55/month |
+72% |
|
Conversion Rate |
3.4% |
6.7% |
+97% |
|
Return on Ad Spend |
1.9X |
3.8X |
+100% |
The biggest improvement came from changing what the advertising program was designed to accomplish.
Rather than maximizing traffic, the strategy connected each part of the patient journey:
The right search.
The right advertisement.
The right service page.
The right call to action.
The right conversion tracking.
And most importantly, the campaigns were continuously optimized around the actions most closely connected to new patient acquisition.
Healthcare advertising requires more than launching campaigns and increasing budgets.
At The Health Ad, we build digital advertising strategies around the economics and patient journey of each healthcare organization.
That means understanding:
Because sustainable healthcare growth isn’t about generating the most clicks.
It’s about connecting the right patients with the right care.
If your medical practice is investing in advertising but struggling with inconsistent leads, high acquisition costs, or limited visibility into what’s actually generating new patients, we can help.
The Health Ad develops performance-driven digital advertising strategies specifically for healthcare organizations.
Let’s identify where your biggest patient acquisition opportunities are—and build a strategy around them.
Talk with The Health Ad about your current advertising, growth goals, and patient acquisition strategy.
