Running Google Ads for a local or in-home health business can be a goldmine—if done right. But what happens when you generate hundreds of leads and barely get any clients? That’s exactly what happened in this real-life campaign where 277 leads were generated in just 30 days, but only 19 new patients were onboarded. In this case study, I’ll share the key bottlenecks and how to fix them for better conversions.
The Problem: High Leads, Low Conversions
At first glance, 277 leads in a month sounds like success. But only 19 converting into paying patients is a major red flag. This was for an in-home health service operating in 30 different cities with 18 active practitioners.
Bottleneck 1: Practitioner Availability
A shocking 120 of those 277 leads were marked as “lack of availability” by the admin team. That’s nearly 43% of all leads lost due to practitioner unavailability. The root cause? 18 practitioners spread across 30 cities. Many areas simply couldn’t be serviced.
Fix: Aim for at least 2-3 practitioners per city. Even in a single city, localized areas matter. If the client and practitioner are too far apart, the appointment will likely fall through. Focus on hyperlocal hiring.
Bottleneck 2: Auto-Booking Without User Consent
The auto-booking system assigns leads based on availability and confirms bookings automatically. But this could actually deter users who prefer control and personal choice.
Fix: Replace auto-booking with a real-time calendar interface. Let users choose the practitioner, date, and time that fits their schedule. A transparent and flexible interface builds trust.
Bottleneck 3: Wide Geo-Targeting in Ads
Targeting entire cities in Google Ads is too broad. It leads to irrelevant clicks and unqualified leads, especially if the practitioner can’t serve that area.
Fix: Use hyperlocal location targeting. Focus your ads only in zones where your practitioners are active. You’ll save budget and get more qualified traffic.
Bottleneck 4: Landing Page Design
The current landing page doesn’t show availability or practitioner info. While the intent was to simplify the form, it backfires by creating uncertainty.
Fix: Show live calendars, available slots, and maybe even the practitioner’s profile. Letting users make informed choices increases trust and conversions.
Final Takeaway
Generating leads is just the beginning. Converting them requires alignment across your ad targeting, staff availability, booking process, and landing page experience. If you’re running a health service business using Google Ads:
- Optimize your practitioner-to-city ratio
- Use real-time booking systems
- Focus on hyperlocal ad targeting
- Design transparent landing pages
Need Help?
If you’re stuck with low conversion rates despite high traffic, my team and I can help with:
- Google Ads Audit & Management
- Landing Page Optimization
- Geo-Targeted Campaigns
