$188,000 in Medical Revenue from Targeted Advertising

The Challenge

SoCal Sinus specializes in treating chronic sinusitis, nasal polyps, deviated septum, and related breathing disorders through medical management and minimally invasive sinus surgery. They needed to increase patient consultations for both medical treatment and surgical procedures.

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Our Approach

We launched Google Ads campaigns targeting users actively searching for sinus-related solutions, with separate strategies for medical treatment seekers and surgical candidates.

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Keyword Strategy

Our targeting focused on condition-specific and treatment-specific searches:

• Condition searches: "sinus doctor," "chronic sinusitis treatment," "sinus specialist," "ENT specialist"
• Surgical searches: "balloon sinuplasty," "sinus surgery," "deviated septum repair," "nasal polyps treatment"
• Symptom searches: Broad match modifier for discovery queries from users experiencing chronic sinus issues

Campaign structure separated medical treatment keywords from surgical procedure keywords, allowing different messaging and bidding strategies based on patient value.

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Ad Copy & Messaging

We addressed chronic sinus sufferers' frustrations directly:

• "Tired of sinus infections?"
• "Can't breathe through your nose?"
• "Chronic sinusitis relief"

Medical expertise messaging included "Board-certified ENT," "Balloon sinuplasty specialist," and "Minimally invasive sinus surgery." We tested symptom relief focus versus medical expertise positioning to identify the highest-converting angles.

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Bidding Strategy

We used Target CPA bidding optimized for consultation bookings with bid adjustments for:

• Surgical procedure keywords (higher patient value)
• Mobile users (immediate scheduling intent)
• Geographic areas within the primary service area

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Landing Page Optimization

Condition-specific landing pages included:

• Detailed condition explanations and symptoms checklists
• Medical and surgical treatment options comparison
• Doctor credentials and surgical experience
• Patient testimonials including video testimonials from surgical patients
• Insurance acceptance information
• Online appointment booking

Educational content explained procedures like balloon sinuplasty to reduce anxiety about surgical options and help patients understand their choices.

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Conversion Tracking

We tracked form submissions, phone calls, and appointment bookings with call tracking to identify which conditions drove consultations and track surgical conversion rates.

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Results

Through condition-focused targeting, symptom-relief messaging, and comprehensive treatment education, we generated $188,000 in sinus treatment and surgery revenue, establishing SoCal Sinus as the area's leading sinus specialist practice.