$525,000 in Podiatry Revenue Through Paid Advertising

The Challenge

Foot and Ankle Concepts provides comprehensive podiatry services including treatment for foot pain, bunions, heel pain, sports injuries, diabetic foot care, and surgical procedures. They needed to increase new patient acquisition across their full range of service offerings.

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Our Approach

We launched multi-campaign Google Ads strategies targeting various podiatry conditions and treatments, segmented by urgency and patient value.

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Keyword Strategy

Our targeting was organized by condition and urgency level:

• High-urgency keywords: "foot pain relief," "heel pain doctor," "ankle injury treatment," "podiatrist near me urgent care"
• Condition-specific keywords: "bunion treatment," "plantar fasciitis specialist," "ingrown toenail removal," "diabetic foot care"
• Procedure keywords: "foot surgery," "bunion surgery cost," "custom orthotics"
• Geographic keywords: "podiatrist [city]" and "[condition] specialist near me"

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Ad Copy & Messaging

Ad copy varied by condition severity and patient intent:

• Urgent pain ads: "Same-day appointments," "Walk-in welcome"
• Condition-specific ads: "Bunion specialist," "Sports injury expert," "Plantar fasciitis relief"
• Surgical ads: "Board-certified podiatric surgeon," procedure-specific credentials

We tested pain relief messaging versus expertise positioning to identify the highest-converting angles for each condition type.

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Bidding Strategy

We used Smart Bidding with Target CPA optimized for new patient appointments, with bid adjustments for:

• Urgent pain-related searches (highest conversion rate)
• Mobile devices (phone call preference)
• Geographic areas closest to practice locations

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Landing Page Optimization

Condition-specific landing pages included:

• Symptom descriptions to help patients self-identify
• Treatment options from conservative to surgical
• Doctor credentials and specializations
• Patient testimonials with recovery stories
• Insurance information and accepted plans
• Online appointment scheduling

Video content showed treatment procedures to reduce patient anxiety about visiting a podiatrist.

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Conversion Tracking

We tracked form submissions, phone calls, and online bookings with call tracking to identify which conditions drove the most calls and highest patient value.

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Geographic Targeting

We used radius targeting around each office location, with expanded targeting for specialized surgical procedures where patients are willing to travel further.

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Retargeting

Remarketing campaigns re-engaged users who researched conditions but didn't book, showing patient success stories and new patient offers.

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Results

Through condition-based campaign segmentation, urgency-focused bidding, and pain-relief messaging, we generated $525,000 in podiatry treatment revenue, filling the schedule with a healthy mix of urgent care visits, condition-specific treatments, and high-value surgical procedures.