Case study · Google Ads · HealthcareUkraine

We built an orthopedic surgeon's patient engine

How we launched Dr. Karas's Google Ads as a structured system — Local Performance Max for reach, plus high-intent search across knee, hip and SVF procedures.

5-partcampaign structure
Local-firstPerformance Max reach
High-intentsurgery search
Branddefended

The partner

Dr. Karas is an orthopedic surgeon in Kyiv specialising in knee and hip procedures, SVF therapy and joint replacement. Surgical demand is high-intent and high-trust: patients research carefully and search when they're ready. The account needed a structure that reached them locally and captured that intent across each procedure.

Goals

  • Reach patients researching orthopedic procedures locally.
  • Capture high-intent search across each procedure — knee, hip, SVF, replacement.
  • Defend the surgeon's name against competitors.
  • Track calls and form inquiries as conversions.
  • Build a clean structure that can scale procedure by procedure.

Strategy

We launched a structured account: a brand defense, dedicated high-intent search per procedure, and a Local Performance Max engine driving the bulk of reach in the surgeon's catchment.

  1. 01

    Structured by procedure

    Separate high-intent search campaigns for arthroscopy, knee and hip replacement and SVF therapy, so each procedure got its own budget and messaging.

  2. 02

    Local Performance Max for reach

    A Local PMax campaign carried the practice across Maps, Discover and YouTube in its catchment — the largest source of patient inquiries.

  3. 03

    Defended the brand

    A brand campaign kept the surgeon visible against competitors bidding on the name.

  4. 04

    Made inquiries countable

    Calls and form submissions tracked as conversions from launch, so bidding optimizes to real patients.

  5. 05

    Built to scale

    A clean, procedure-by-procedure structure ready to scale as each service proves out.

Results

The account launched as a structured, measurable system — Local Performance Max driving the bulk of patient reach, with high-intent search covering each procedure and brand defending the name.

Campaign structurebrand + 3 procedures + local
Primary reachLocal Performance Max
Search intentknee · hip · SVF
Tracking coveragecalls + forms
Branddefended

Where the demand comes from

Share of inquiries by channel
Local Performance Max
87%
High-intent surgery search
9%
Brand
4%
LocalPerformance Max drives the bulk of patient reach in the catchment.
3core procedures covered by dedicated high-intent search.
Branddefended so competitors can't intercept the surgeon's name.

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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