the longevity and stem cell centres of houston provides advanced treatments in restorative medicine for men and women. with services for a variety of health care treatments that use advances scientific and medical technologies, they are able to mitigate the debilitating and disabling diseases associated with aging.

"i have been a happy client of brafton (formerly contentlead) for many years. brafton’s google adwords campaign management and assistance has been invaluable. my business’s expenditures have yielded more qualified leads at a lower cost."

dr. gurney f. pearsall, jr., co-founder of longevity & stem cell centres

strategy:

longevity centres relies on inbound calls to schedule appointments and consultations in order to build their customer base. gurney f. pearsall, jr., m.d., a highly trained physician who also manages the company’s digital advertising operations, needed a way to generate more phone calls more efficiently.

dr. pearsall originally relied on dynamic search from google adwords, an algorithmic, self-driven search marketing campaign, to drive the phone calls he desired. while this drove volume, it was not cost-effective – in the six months prior to brafton’s involvement, the cost per call was $263. this approach was generating too many unqualified leads.

to better target longevity centres’ niche audience, brafton’s strategists launched a plan to geo-target prospects within a range of the company’s facilities where many of their patients are able to travel for treatment through houston-specific zip codes and long-tail keywords. call-only ads were also used to prompt those who clicked on mobile ads to place a call rather than being redirected to the company’s site.

results:

in the month following the strategic shift, longevity centres saw a stark increase in calls, as well as better efficiency. diversifying the messaging for different treatments and locations delivered in spades. houston-specific searches delivered 25% of the new calls generated, and every individual treatment campaign generated their own phone calls.

modifying the primary call to action drove an increase in calls, as well. historically focusing on a discount, brafton recommended a cta to schedule a consultation. at the end of the month, all but one call had come from ads with the updated cta. those who saw the new ads called in at a rate of 6.2% – a 20,566% improvement over the call rate of 0.03% during the six months prior.

  • 1,100% monthly increase in calls
  • 426% more efficiency
  • cost per call reduced from $263 to $50
  • calls from paid ads up from 0.03% to 6.2%