Transforming Digital Advertising into High-Intent Patient Growth

MedCentres was investing in automated advertising, but the setup prioritised reach over relevance. Campaigns frequently paid for searches from people already looking for the MedCentres brand, while prospective patients were sent to a general homepage instead of information that matched their needs.

The result was wasted spend, an unclear patient journey and doctors’ schedules that were not filling as effectively as they should.

MedCentres needed a more focused strategy that could reach people actively looking for care, guide them towards the right service and turn more searches into patient enquiries.

Improving the advertising alone would not be enough. Through focused workshops with the MedCentres team, we identified friction across the entire journey. This included keyword targeting, campaign structure, landing page content and conversion tracking.

Even when the right people reached the website, generic landing experiences made it harder to find relevant information or take the next step. The existing tracking also made it difficult to separate meaningful patient intent from general website activity, limiting MedCentres’ ability to understand what was genuinely working.

Koben Digital replaced the broad approach with tightly structured Search campaigns built around high-intent patient searches. Advertising messages, targeting and landing destinations were aligned to the needs expressed in each search. The partnership continues through regular meetings and ongoing communication, allowing new opportunities to be acted on quickly and campaign performance to be continually improved.

The solution included:

• Intent-led targeting: Focused on valuable searches while excluding irrelevant and brand traffic.
• Dedicated landing pages: Matched each ad with relevant content and clear appointment pathways.
• Conversion tracking: Measured meaningful appointment intent.
• Supporting SEO: Strengthened organic visibility alongside paid acquisition.
• Ongoing optimisation: Continually refined targeting, messaging and landing-page performance.

The new strategy achieved a 12.2% click-through rate, demonstrating strong alignment between audience intent and campaign messaging.

Compared with traffic previously directed 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 also contributed to a 21% year-on-year increase in organic Google sessions, creating a more balanced and sustainable digital acquisition strategy for MedCentres.