A large, enterprise healthcare services organization needed to grow awareness of multiple service lines through digital advertising—but prior campaigns were underperforming. The company had recently transitioned agencies and was looking for a partner with deep healthcare expertise who could quickly identify inefficiencies, refine targeting, and deliver stronger results.
The objective was clear: relaunch digital advertising campaigns with a smarter strategy that would increase engagement, reduce wasted spend, and generate meaningful, high-intent traffic—without starting from scratch.
KNB began with a comprehensive audit of existing paid search and display campaigns, identifying immediate opportunities across bidding strategy, keyword targeting, audience segmentation, and creative performance.
Key strategic shifts included:
Moving from “maximize conversions” to “maximize clicks” to rebuild qualified traffic volume
Conducting deep keyword research, removing underperforming terms and introducing high-intent opportunities
Layering in warm audience targeting, retargeting, and lookalike audiences using updated business development data
Rewriting responsive search ad copy to improve clarity, relevance, and click-through performance
Refreshing display creative to align with Google best practices, formats, and ratios
The campaigns were designed not just to drive clicks, but to attract engaged users who would take meaningful actions once onsite.
From launch, the revised campaigns outperformed both industry benchmarks and the organization’s historical results. Within the first month alone, impressions surged and engagement increased dramatically, while costs dropped.
Display campaigns achieved a 7.35% click-through rate, representing a 120% year-over-year increase in CTR. At the same time, cost-per-click was nearly cut in half, proving that better strategy—not bigger budgets—was driving results.
By shifting strategy and optimizing execution across search and display, KNB transformed an underperforming digital program into a scalable, high-performing engine for awareness and engagement.
The campaign delivered stronger visibility, significantly improved efficiency, and attracted users who took meaningful actions—such as submitting lead forms and initiating contact—demonstrating that the traffic wasn’t just higher quality, but higher intent.
Most importantly, the program proved that with the right healthcare-specific expertise, digital advertising can drive measurable results quickly—even after a period of stagnation.
Every breakthrough starts with a clear strategy and the right partner. At KNB Communications, we help healthcare, health tech, biotech, and life sciences brands turn complex challenges into measurable growth—through smart PR, strategic storytelling, and data-backed execution. If you’re ready to elevate credibility, expand reach, and create real momentum in the market, let’s write your case story next.
Be our next case story.I was impressed with KNB's ability to stay organized, on track, and consistently produce excellent deliverables for our content development. It was clear to me they understood our niche space as well as how to speak to our audience. I also appreciate their responsiveness and flexibility.
— Marketing Manager
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