Rising Through the Ranks: How One Practice Almost Doubled Average Online Appointment Bookings with Pay Per Click Ads
Broward Eye Care
Situated in the populous Fort Lauderdale, Florida, Broward Eye Care had a dream: To be the practice patients went to to meet their every eye care need. Under the steady leadership of Dr. John H. Bascome, the practice has grown to include numerous medical specialties. But it doesn’t just stop at quality patient care. Their doctors have committed to improving the field of optometry as well. They regularly publish papers, lecture at international conferences, consult with major pharmaceutical and contact lens companies and even teach as adjunct professors.
The Problem
Broward Eye Care wasn’t hurting for patients exactly. In fact, they were already a big name in the local area. But as they continued to grow, it became clear there were limits to their reach. Their appointment books still had blank spaces even after adding more specialties to their vision care lineup. Broward Eye Care was competing with hundreds of optometrists for both their general optometry offerings and some of their medical specialties. There was still a sizeable blind spot on Google search that they needed to fill if they wanted to get their practice in front of more patients. That’s when they asked EyeCarePro about our Google Adwords services.
The Solution – Adding Value with Adwords
Broward Eye Care had already been working with EyeCarePro since 2016 through our ODSpecialty service. We had a strategy in place to bolster the SEO of their practice website, and it was performing admirably. Using current best practices, frequent optimized content posts and utilizing Broward Eye Care’s Google My Business page to its full potential, EyeCarePro had created the groundwork to help them rocket up the search rankings. But Dr. Bascome wanted more. He wanted to cement Broward Eye Care’s place as top dog in the market and send his practice growth into overdrive. Every month Broward Eye Care wasn’t on top, meant missed opportunities to attract more patients and higher revenue. Building on what we had already put in place, EyeCarePro started up a pay per click ad program to boost awareness of Broward Eye Care’s general optometry and specialty services. EyeCarePro set up a program to automatically bid on a mix of general and specialty keywords closely related to searches for optometrists in Fort Lauderdale. After activating pay per click ads, Broward Eye Care started appearing at the top of local search results. More patients than ever before were able to find and connect with them.
By the Numbers
A Wise Investment
In February of 2021, Broward Eye Care turned on their pay per click ads. Their practice started to see improvements almost immediately. Broward Eye Care’s average monthly site visits have risen 43 percent, from 816 visits per month to 1,164 visits per month. Within just one month, their web-driven new patient appointments jumped 66 percent from 41 appointments in January, to a whopping 68 appointments in February, and then jumped an additional 13 percent with 77 new patient appointments in March. Estimated revenue from web driven new patients also increased 66 percent in one month from $12,300 to $20,400. And if there was ever any doubt that pay per click ads were responsible for Broward Eye Care’s sudden increase in fortune, this next statistic will put those misgivings to rest. On average, pay per click ads alone added an additional 28 web driven new patient appointments per month. For every month pay per click ads are active, Broward Eye Care is increasing the average amount of web driven new patients they see by almost 74 percent.
The return on investment is one of the most impressive features of EyeCarePro’s Adwords program according to Dr. Bascome. To spend a few hundred dollars a month only to receive several thousand in returns is nothing short of astonishing and well worth the initial investment. “You have to spend money to make money,” Dr. Bascome said.
Taking Broward Eye Care Straight to the Top (And Keeping Them There!)
For Broward Eye Care, EyeCarePro’s Adwords service performed better than they could have hoped for. Not only did it immediately give them the boost they needed to bring in new patients straight away, it also enhanced the rest of the content initiatives they already had in place to accelerate their growth far beyond their expectations. As of this writing, when you Google “optometrist Fort Lauderdale,” Broward Eye Care is the first organic result in the coveted three-pack. Web traffic is up and cost per click is trending downward, but most importantly, Broward Eye Care’s average conversion rate grew by 40 percent from 4.34 to 6.07 including an eye-popping 79 percent boost in a single month after starting our Adwords program. This means that not only are more patients visiting Broward Eye Care’s site, the right kinds of patients are being attracted to the site who are as much a perfect fit for the practice as the practice is for them. “I’ve seen big improvements,” Dr. Bascome said. “My specialty services are doing great!”
EyeCarePro’s Adwords service helped Broward Eye Care grow closer to reaching their goals. “If I could go back in time and do all of this again, I would have started using the Adwords service a lot sooner,” Dr. Bascome said. “I wish I would have used pay per click for ALL my specialty services.”
The Search is Over: More Patients Are a Click Away with EyeCarePro’s Adwords Program
Getting new patients is directly correlated to how high you rank in search results. But trying to climb them organically requires a TON of time and resources to sink into search engine optimization you may just not have. EyeCarePro is here to help guide you to the top so you can focus all your energy on your practice. Our Adwords program takes all the uncertainty out of Google search by placing your practice where patients can find you and start booking right away. Give us a call at 888.737.5494 and start seeing more patients today.
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