Google Ads · Case study
Rebuilding Google Ads for a Medical Hair Centre Around Qualified Leads
Search campaigns rebuilt around treatment-intent keywords with negative-term discipline, turning wasted broad spend into a steady flow of qualified consultations.
Medical, search · run personally by Hasnain Jameel
The situation
What was actually going wrong
The account was spending steadily on broad match with almost no negative keyword management. Search terms showed budget going to job seekers, students researching for coursework, DIY remedy searches and people looking for entirely different treatments. The clinic was paying for curiosity.
The work
What I changed
Search term audit before anything else
Every term that had consumed budget in the previous quarter was reviewed and categorised. The waste was not marginal, it was structural, and no bidding change would have fixed it.
Negative keyword architecture built properly
Shared negative lists were created for job seeking, education, DIY and out-of-scope treatments, then maintained weekly rather than set once and forgotten.
Campaigns restructured around treatment intent
Ad groups were rebuilt so that ad copy and landing page matched the specific treatment being searched for, rather than sending every query to one generic page.
Conversion definition tightened
A form fill was no longer counted as a conversion by itself. Qualified enquiries became the optimisation target, which changed how the algorithm allocated budget.
The outcome
What it produced
In medical search, the fastest performance gain is usually subtraction. Removing the queries that were never going to convert beats optimising the ones that already do.
Straight answers
Questions about this work
No, but broad match without disciplined negatives and strong conversion signals is expensive. It works when the algorithm has clean data about what a good outcome looks like.
Weekly for active accounts. Waste compounds quietly, and a month of unreviewed terms in a competitive medical vertical is a meaningful amount of money.
Counting form fills as success. It optimises the account toward whoever fills forms most readily, which is rarely the patient who books.
Measurement & limitations
Results are as reported by the ad platforms, analytics or the client at the time and have not been independently audited. They are attributed results, not controlled incrementality tests, unless stated otherwise. Outcomes depend on the business, market and budget, and past results do not guarantee future performance.
Work with me
Let’s find the money you’re leaving on the table.
Tell me where growth feels stuck. You will get my honest read on what’s leaking, what it’s costing you, and whether I’m the right person to fix it. No pitch deck, no pressure.
Full-stack digital marketer and growth strategist. I connect strategy, paid media, SEO, content, conversion, analytics and AI into one growth system for businesses across the UAE, UK and US.