MedCentres Robina needed to fill gaps in its doctors' appointment books by reaching patients who were actively searching for the services it wanted to grow. Its automated Google Ads campaigns prioritised reach over relevance. Budget was going to searches from people already looking for the MedCentres brand, and prospective patients were sent to a general homepage rather than information matched to their needs. The result was wasted spend, an unclear patient journey and appointment schedules that were not filling as they should.
Koben partnered with the MedCentres marketing and development teams to look at the whole patient journey rather than the advertising alone. Workshops identified friction at every stage, from keyword targeting and campaign structure to landing page content and conversion tracking. Even when the right people reached the website, generic landing pages made it hard to find relevant information or book, and the existing tracking could not separate meaningful patient intent from general site activity.
Koben replaced the broad setup with tightly structured Search campaigns built around high-intent patient searches, excluding irrelevant and brand traffic. Each ad was matched to a dedicated landing page with content relevant to the search and a clear appointment pathway. Conversion tracking was rebuilt to measure appointment actions, and supporting SEO strengthened organic visibility alongside paid acquisition. The partnership continues through regular meetings, with targeting, messaging and landing pages refined as new opportunities appear.
The new campaigns achieved a 12.2% click-through rate. Compared with traffic previously sent to the homepage, the dedicated landing pages increased engagement by 61%, extended average session duration by 81% and reduced bounce rate by 46%. Supporting SEO contributed to a 21% year-on-year increase in organic Google sessions, giving MedCentres a more balanced and sustainable patient acquisition strategy.
