MOJE AMBULANCE: 135% more registrations thanks to a simpler campaign structure

Project objective

MOJE AMBULANCE is a network of GP surgeries with a long-term focus on acquiring new patients. Our cooperation aimed to optimize and streamline PPC campaigns in Google Ads with an emphasis on more efficient performance and better budget management.

Baseline and main challenges

Prior to optimization, the number of campaigns was fragmented into 25 separate search campaigns that geo-targeted around individual practices. This led to:

• Insufficient data on individual campaigns, which limited smart strategies and therefore campaign performance.
• Inefficient governance and more demanding budget management.

Why

For these reasons, we proceeded to a more extensive restructuring of the account. We have already had positive experiences with a similar approach of unifying campaigns and simplifying the structure with other clients, where the merging of campaigns led to increased efficiency of smart strategies and better budget distribution. Based on these findings, we believed that a similar model would bring benefits to MOJE AMBULANCE.

In addition, we are aware that Google’s algorithms work very well these days and we try to use them actively. The current development and direction of PPC campaigns is aimed at maximizing the use of automation. Given enough data, these algorithms can produce better results than overly complicated campaign structures with limited data.

Implemented changes

We introduced a comprehensive reorganisation of PPC campaigns in Google Ads, which included:

1. Unification of campaigns
   • 25 separate search campaigns were merged into one.
   • The newly created campaign had a unified strategy and a larger volume of data for smart bidding.

2. Keyword and match optimization
   • We have analyzed keywords and expanded the list of relevant ones.
   • We have exclusively deployed a loose match for more flexible coverage from the original mixed structure.
3. Revision of conversion measurement
   • We switched from GA4 conversions to primary Google Ads conversions.
   • We have eliminated duplicate measurements of individual registration steps.
   • We only kept the main hard GAds conversion of the last step of registration.
4. Other improvements
   • Light editing of advertising texts.
   • Using the “Conversion Maximization” strategy.
   • Geolocation targeting of regions with affiliates.

Results

The improvement in performance was evident almost immediately, with a long-term upward trend:

• 📈 +135% increase in GA4 event registrations
• 📊 +103% increase in website traffic with improved quality
• 💰 -54% reduction in CPA (cost per registration)
  Remark. there can be graphics for each metric

Secondary metrics:

• -49% average cost per click
• +110% clicks
• +168 % of impressions

Example of the evolution of the number of registrations vs CPA per registration according to GA4 – weekly chart

This approach has proven to be very effective and has produced immediately measurable results. Thanks to the simplified structure, the management of PPC campaigns is now significantly more efficient and performance is significantly better.

Do you also want to kick-start your campaigns?

If you’re interested in this taster of how over-structured campaigns can be rather detrimental to you, don’t hesitate to get in touch. We will be happy to analyse your current situation and suggest a strategy to get the most out of your campaigns – just like we did with MOJE AMBULANCE.

Simon Toman

PPC Specialist

In the MAIRA team, I work on performance marketing in Google Ads, Sklik and Microsoft Ads.

I try to move projects forward in a comprehensive way with a strategic overlap and always look for ways to grow not only in advertising systems.