Healthcare & training
An ambulance and a course are not the same search.
-23%Decrease in CPL for ambulance services
-18%Decrease in CPL for first aid courses
The problem
Managing the distinct search intents of two contrasting service lines — high-urgency ambulance services and elective first aid training — while raising volume on both and driving down the acquisition costs typical of the medical sector.
What we did
Data-driven audience segmentation and a high-intent keyword strategy on Google Ads that separated urgent emergency queries from professional training intent, so neither was bidding against the other's traffic.
Where it landed
Cost per lead down 23% for ambulance services and 18% for first aid courses, with emergency and training enquiries both up.