The Challenge
In 2020, a Florida ophthalmology clinic began reassessing its marketing investments, aiming to enhance ROI. Bake More Pies, their marketing agency, faced the challenge of aligning their PPC strategy with the clinic's evolving expectations. The goal was to shift focus from merely increasing patient numbers to attracting higher-value procedures and providing actionable insights for operational decisions.
“It’s not just looking at return on ad spend, though that’s a big part of it. It’s also having the data you need to make better business decisions. And in that way, it allows us to be a deeper partner for our clients.”
The Solution
Bake More Pies leveraged WhatConverts to:
- Assign value to each new patient based on the initial service—e.g., $140 for an eye exam vs. $2,000 for glaucoma surgery.
- Segment leads by procedure type and location, enabling precise campaign targeting.
- Generate predictive reports to forecast procedure demand and adjust ad spend accordingly.
This data-driven approach allowed the agency to optimize campaigns for profitability and assist the clinic in resource allocation.
“Instead of just looking at how many new patients, we were able to start looking at what kind of new patient they are. Is it a routine eye exam where we may actually lose money to get them in the door? Or is it a more profitable cataract, glaucoma, retinal disease?”
The Results
Within a year, the clinic experienced a 42.73% increase in new patients and a 5% improvement in conversion rates. The granular data provided by WhatConverts empowered the clinic to make informed decisions regarding staffing, location-specific services, and marketing ROI, solidifying Bake More Pies' role as a strategic partner.
“Oh yeah, [the client] is very happy with the results. We're now able to narrow it down to data that's a lot more focused and specific. So it's not just looking at return on ad spend. But this data lets him look at marketing from an operational perspective."
Why It Matters
By focusing on lead value and operational insights, agencies can drive significant growth and become indispensable partners to their clients.
