Healthcare

Driving Conversions & Lowering Costs Through Strategic Paid Media Management for OrthoCarolina

Overview of Project

OrthoCarolina wanted to maximize its paid media performance to scale patient conversions upward, and at an affordable cost. For Google Ads paid search specifically, the account had been dormant for several months, with previously run campaigns relying heavily on broad targeting via Performance Max and Google Search Partners. Conversion volume was low, cost per acquisition (CPA) was high, and campaign structure limited the ability to scale efficiently.

Crimson Park Digital was brought in to restructure the account, refresh ad copy, and implement a data-driven strategy that would maximize ROI and better target prospective patients across OrthoCarolina’s markets in North and South Carolina.

Services:

Paid Media Management

The Solution

Full Account Restructure

We rebuilt campaigns from the ground up, shifting away from broadly targeted campaigns to a structured, geographically focused approach. This included separating campaigns by clinic location and service type to align with patient intent and community nuances.

Targeted Keyword & Match Strategy

A balanced mix of Non-Branded and Branded keywords, combined with broad, phrase, and exact match types, enabled us to capture both high-intent searches and broader awareness opportunities.

Ad Copy Refresh

Ads were rewritten to reflect clinic expertise, local community relevance, and patient-centric messaging. This ensured ad language was engaging, resonated with searchers, and improved overall click-through and conversion rates.

Data-Driven Optimization

Throughout the campaigns, performance was monitored and optimized on a consistent basis. Budget allocation, keyword bidding strategies, and ad creatives were continually refined to maximize quality conversions and reduce cost per action.

Results

By restructuring the account, refining targeting, and refreshing ad copy, Crimson Park Digital transformed OrthoCarolina’s paid media performance in as quickly as three months. Campaigns became more efficient, reached the right audiences, and drove meaningful patient conversions, while ongoing optimization ensured sustained growth and improved ROI.

Nearly 16× increase in conversions in the first 3 months

Almost 10× improvement in conversion rate

Cost per acquisition reduced by 87%

Effectively doubled the media budget while driving exponential results

Paid Media Marketing at a Glance

At Crimson Park Digital, we help healthcare brands harness the power of paid media to drive measurable patient acquisition. From account audits and strategic restructuring to ad copy optimization and data-driven targeting, we create campaigns that convert and scale efficiently.

Ready to see your PPC performance skyrocket?