Case study · Google Ads · HealthcareCzechia

We grew a clinic's appointment requests

How we scaled DobroClinic — a diagnostic and medical clinic in the Czechia — nearly fivefold at peak, with a Performance Max + Search build that drove cost per booking down.

+368%more bookings at the peak month
−37%lower cost per booking
68%of bookings via Performance Max
Localclinic reach

The partner

DobroClinic is a diagnostic and medical clinic in the Czechia. Healthcare demand is local and high-trust — patients search for a nearby clinic when they need one. The account needed to reach them locally and convert that intent into booked appointments at a sensible cost.

Goals

  • A steady, growing flow of appointment requests.
  • Reach patients locally with Performance Max.
  • Capture high-intent search for the clinic's services.
  • Bring cost per booking down as volume grows.
  • Track every booking so bidding optimizes to real patients.

Strategy

We built a Local-Performance-Max-led system for reach across the clinic's catchment, backed by dynamic and service search, with measurement first so bidding chased real bookings.

  1. 01

    Led with Local Performance Max

    A Local PMax campaign carried the clinic across Maps, Discover and YouTube in its catchment — roughly two-thirds of bookings.

  2. 02

    Captured high-intent search

    Dynamic and service search campaigns caught patients actively looking for the clinic's services.

  3. 03

    Fixed measurement first

    Every appointment request tracked as a conversion so bidding optimized to booked patients, not raw traffic.

  4. 04

    Drove cost per booking down

    Weekly optimization cut the cost of each booking by more than a third as volume climbed.

  5. 05

    Scaled month over month

    Monthly bookings grew to nearly five times the launch month at peak.

Results

Monthly appointment requests grew to nearly five times the launch month at peak, and the cost of each booking fell by more than a third — Local Performance Max driving the bulk of the demand.

Bookings at the peak month vs launch+368%
Cost per booking−37%
Share of bookings from Performance Max~68%
Primary reachLocal Performance Max
Tracking coverageevery booking

Booking momentum

Bookings per month · % change vs the launch month
≈4.7×the launch month's bookings at peak.
−37%lower cost per booking as the clinic scaled.
LocalPerformance Max driving the bulk of patient reach.

The team

A senior-run Google Ads pod: strategy & account lead, a PPC specialist on daily optimization, and analytics for conversion tracking — the same people, on a flat monthly fee.

Roman, Head of Paid Search
RomanHead of Paid Search

Metrics shown as relative growth. Absolute account figures are kept confidential.

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