Orthopedic practices face intense paid search competition for high-value procedures like joint replacement and sports medicine. Summit Orthopedics needed to maximize every ad dollar. We built tightly themed ad groups for each service line, designed dedicated landing pages, and implemented call and form tracking to continuously optimize toward the highest-value conversions.
Summit Orthopedics — SEM & Lead Generation
Summit Orthopedics needed more surgical referrals and direct patient acquisition. A targeted paid search and lead generation program delivered 3x return on ad spend within 90 days.
3.2x
Return on Ad Spend
-41%
Cost Per Lead
+67%
Lead Volume (90 days)
Case Study
The Challenge
Summit Orthopedics was spending heavily on Google Ads with no clear conversion tracking, resulting in poor visibility into which campaigns were driving actual appointments. Cost per lead was high and the practice couldn't identify its best-performing service lines or ad creatives.
Our Approach
We restructured the account from scratch — consolidating hundreds of loosely themed ad groups into tight service-line campaigns, building custom landing pages for each procedure, and setting up call and form tracking through Google Tag Manager. Performance Max campaigns were layered in for incremental reach, with automated bidding tuned toward target cost-per-appointment.
The Results
In the first 90 days, cost per lead dropped by 41%, total lead volume grew by 67%, and the practice achieved a 3.2x return on ad spend — up from an estimated 0.9x under the prior structure. The practice subsequently increased its monthly ad budget based on the demonstrated results.