+10% bookings and +17% efficiency through AI powered PPC

The challenge

Practice Plus Group (PPG) is operating in an increasingly competitive search landscape. Patients researching high-value treatments such as hip and knee treatments are intent driven but require tailored messaging, location relevance and seamless journeys to convert.

PPC was already a significant acquisition channel, however existing campaign structures limited scale, efficiency and the ability to maximise commercial value from Google's AI systems. PPG needed to grow bookings, improve CPA and drive greater revenue contribution without increasing media investment.

Our approach

Strong data foundations

We understand that Google's AI performs at its best when supported by strong data signals. To enable this, we fragmented brand and generic campaign structures across hospitals, creating larger data pools and stronger signals for Google's machine learning systems.

Scaling AI-powered solutions

Performance Max and Smart Bidding were deployed side-by-side to unlock incremental demand beyond traditional Search coverage. Performance Max was expanded across priority locations, including Birmingham and Emersons Green to steer Google's AI towards stronger commercial outcomes.

Maximising reach

To extend PPG's incremental reach, we integrated audience refinement and AI Max for Search into our wider strategy. Human expertise remained central throughout, with our paid specialists continuously refining ad copy, removing non-performing queries, optimising landing page experiences and reallocating budget towards higher-value treatment areas to improve conversion quality. 

The results

The AI-led transformation delivered significant business growth while improving efficiency across the entire account. Our strategy generated substantially stronger performance through the funnel, offering increased visibility and reach that translates into higher-value patient acquisition. 

Most importantly, this growth translated into stronger lead and booking performance. Calls increased by 39% year on year, with call CPA improving by 34% YoY. Form submissions increased by 7% YoY, while form CPA improved by 14% YoY.