An ambulance and a course are not the same search.

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.

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.

Cost per lead down 23% for ambulance services and 18% for first aid courses, with emergency and training enquiries both up.