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As ever, our Nerds started by looking at what had been done in partnership with a previous agency. Unfortunately, conversion actions had been incorrectly configured. We corrected these conversion settings – this gave us accurate data flow and enabled the platform to optimise effectively for conversions. On the right track, but with work to do!

The client’s budget was approximately $3,000 per month, with around eight active campaigns. However, none of the campaigns were performing as expected. Many were targeting irrelevant keywords and attracting the wrong traffic. After analysis and a little chin stroking, we also came to the conclusion that budgets were spread too thinly over multiple campaigns promoting a variety of services. It was time to create high-converting campaigns that delivered results.

Revisiting the strategy, we conducted comprehensive keyword research to identify high-intent commercial terms capable of driving the right traffic. We then restructured the campaigns to focus on individual services:

• Erectile dysfunction
• Peyronie’s disease
• Urinary incontinence

Now we were heading in the right direction, but with tweaks still to make. Shockwave therapy is a relatively new treatment for these conditions, so search volumes were naturally low. To compensate, we broadened keyword targeting to include more general terms such as “erectile dysfunction therapy,” “ED clinic Ottawa,” “Peyronie’s disease treatments,” and similar queries.

The client also expressed concern about competitors targeting their branded keywords. While competitor targeting generally yields lower conversion rates, we allocated a small daily budget to target both competitor and Focuswave-branded keywords.

This was a satisfying project for us. It showed how making logical, time-tested digital marketing moves can pay dividends and give a client more ‘bang for their buck’. Optimisations led to measurable improvements across key metrics, including conversions, conversion rate, and cost per acquisition – and that’s the name of the game!