Case Study: Google Ads Boost GBP Leads

Problem

A healthcare client faced declining lead generation through digital marketing channels, particularly in the local market. While the Google Business Profile (GBP) attracted organic interest, it failed to convert visitors effectively into leads. Simultaneously, the client’s Google Ads account was underperforming, with low engagement in geo-targeted campaigns. The key challenges were:

1. Limited visibility of ads within the GBP interface.
2. Ineffective integration of Google Ads and GBP data to capitalize on high-intent local users.
3. An unoptimized ads strategy that missed opportunities to drive targeted traffic.

Solution

To address these issues, the Google Ads account was optimized to integrate closely with the GBP, focusing on:

1. Enabling Location Extensions: Ads were linked to the GBP to display location details directly in the ad, improving visibility in local searches.
2. Targeted Local Campaigns: Geo-targeting was segmented into small sections to capitalize on neighborhoods.
3. UTM Parameter Tracking: Enhanced UTM tagging in ad URLs helped track leads specifically generated from ads displayed in GBP.
4. Performance Monitoring: Conversion data was cross-referenced between Google Ads and GBP insights to refine strategies in real time.

These changes were implemented starting on September 14, 2024.

Outcome

Following the optimization:

1. Increased GBP Leads: Between September 16, 2024, and November 22, 2024, 85 leads were attributed to ads shown within GBP, representing a significant portion of total paid search leads.
2. Higher Conversion Rates: GBP ads achieved a client conversion rate 30% higher than standard search ads, driven by high local intent.
3. Improved ROI: The cost per lead (CPL) from GBP ads decreased by 20%, demonstrating the efficiency of targeting high-intent users through the integrated platforms.

Conclusion

Why Integration Matters

Integrating Google Ads with Google Business Profile is crucial for businesses relying on local leads:

• Enhanced Visibility: Ads within GBP tap into high-visibility spaces like the Local Pack and Maps.
• Improved User Experience: Users can take immediate action (call, visit, or navigate) directly from GBP, reducing friction in the conversion process.
• Data-Driven Insights: Combining Ads and GBP insights allows for smarter targeting and campaign adjustments.
• Maximized Local Intent: Ads in GBP align closely with user searches for local businesses, capturing high-intent traffic that traditional search ads might miss.
  This case study demonstrates the power of integrating Google Ads and GBP to enhance local marketing efforts. By leveraging the strengths of both platforms, the client significantly increased their leads and improved campaign efficiency. Businesses seeking to dominate their local market should prioritize this integration to maximize visibility and conversions.