How this COVID Testing Facility’s Google Advertising Drove Over 50x ROAS
Client Background:
RTW Health Services provides COVID testing, compliance, and vaccination for the film, TV, and commercial industry, corporate return to work programs, educational institutions, and individuals.
RTW provides state-of-the-art COVID-19 testing to ensure that our clients and their employees, members, students, athletes, etc., are able to return to work, school, sporting events, and all other aspects of daily life knowing that they are COVID-19 free.
They provide board-certified physician-led infection prevention training and education to reduce the spread of COVID-19 and to keep the work environment as well as all other settings safe.
They strive to design innovative solutions to solve the needs of our clients and pride themselves in the professional execution of these recommendations. In this PPC case study we discuss the problem, solution and results of our advertising management.
The Problem:Â
The client was getting between 3-5 COVID tests done per day before engaging with us. They knew that if they did not start getting more tests done that they would have to close their doors.
RTW had never utilized advertising to drive business, however, they were willing to give anything a shot that would profitably drive more business.
Pain Points
- Needed to schedule more COVID tests
- Needed to create advertising accounts
- Needed to configure pixels & reporting
- Needed to craft advertising copy and keywords
The Solution:
We agreed to start with a lean budget of $30 per day in order to work with their current budget. Based on the effectiveness of our ad testing we were confident that we could scale that budget up as we saw positive results.
Our strategy was focused on hyper geo targeting and specific PPC keywords adjacent to the services RTW offered. We decided to target 1.5 miles around their location to get the best results. This strategy would guarantee that only the most qualified leads would be targeted for COVID tests.
Action items we completed to solve pain points and complete scope of work
- PPC Campaign with focused keywords in hyper geo targeted location
- Scale up daily budget as revenue is generated from advertising
The Results:
The results of this PPC case study were pretty clear. We 3x’d their tests with a small testing budget of $30/day which equated to $3 per appointment scheduled. At this rate they were generating a 58x return on ad spend. As we scaled budget to $400 per day we continued to scale results up to 80 tests per day for $5 per appointment generated.
Because of the results that we were driving, RTW decided to scale operations to multiple locations with extended hours to handle the increase in demand.
PPC Case Study Headline results of the impact that the solution had on the business
- Appointments per day increased from 5 to 80+
- Cost per appointment between $3-5 (50x ROAS)
- RTW expansion due to increase in demand
