Case Study: Hernried Center

Facebook Ads | Google Search Ads

The Results

Over-reliance on referrals

The Hernried Center is a medical weight loss center in Sacramento. They’ve built a strong brand and reputation over the years, but in 2017 their most important referral partners (local hospitals) started building their own competing programs.

As a result, their new patient leads dropped drastically. They were at an impasse. They needed to either find a new source of referrals and leads, or build their own.

We were brought in to help them build a new lead generation machine.

Cutting Google cost-per-lead by 67%

Hernried had previously launched a Google Search Ads campaign, which was generating leads at around $135 each. However that cost-per-lead was unprofitable.

We were able to cut down their Google cost-per-lead down to $45 using the following tactics:

More focused keyword management
Constant experimentation with new keywords
In-Market audience bid adjustments

Opening social media as an advertising channel

While search ads are effective, they’re best at capturing people who are low in the sales funnel.

We launched an Instagram and Facebook ad campaign in order to capture a wider audience beyond what Google is able to.

Video-forward strategy – The best way to influence decisions for medical weight loss is through personal stories. Video is the best format to tell those stories. We deployed 8 video ads featuring patient successes to powerfully tell the story of Hernried Center.

An authentic approach – We avoided the use of stock imagery and instead featured user generated content for many of our ads. The result is a more believable story with content that fits nicely into the Facebook newsfeed.

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