OLCEA

The account bid equally aggressively regardless of whether a search led to a phone call or a completed contact form. But the two are not equally valuable to the clinic — form enquiries delivered more.

When the system is told that two things are equally good, it optimises accordingly. So we started by getting tracking in order and giving each type of enquiry its true weighting. Only then does bidding work towards what actually benefits the business, rather than an average.

From there, we consolidated the account and opened it up to broader keywords. That sounds counterintuitive — but the point is that low-cost conversions often lie beyond the obvious searches everyone is bidding on.

Consolidation is what makes this possible. Bringing conversion data together in one place gives bidding enough information to navigate the broader landscape rather than guess.

OLCEA was getting a large number of searches from people looking for a public-sector eye specialist. They click, they cost money, and they never turn into an enquiry — they are looking for something entirely different from what the clinic offers. By consistently building and maintaining negative keyword lists, we removed that spending from the account.

It is unglamorous work, which is exactly why it is often neglected. But when three out of every four kroner go towards clicks that cannot convert, this is where halving the cost per lead comes from.

On the organic side, traffic almost doubled in four months. What matters, though, is not the number but where it comes from: most of the growth is in non-branded searches.

Branded traffic comes from people who already knew OLCEA and simply needed to find the website — that traffic would have arrived anyway. Non-branded traffic comes from people who were looking for a solution to their problem and discovered the clinic along the way. That is new demand, not a redirection of demand that was already there.