AIIMS Group Case Study · Healthcare Performance Marketing
390.33 conversions. $10.79 each.
A corrected, transparent view of the supplied 30-day Google Ads snapshot for Manningham Skin Cancer Clinic.
390.33
Attributed conversions
Calls, forms and booking actions
$10.79
Cost per conversion
Calculated from $4,210.25 spend
32.97%
Click-to-conversion rate
Calculated from 1,184 clicks
6.14%
Click-through rate
19,296 impressions
TL;DR
AIIMS structured two high-intent Google Search campaigns around clinic and procedure demand. Across the supplied snapshot, $4,210.25 in spend generated 1,184 clicks and 390.33 attributed conversion actions.
Google Search
Local Intent
Call Tracking
Form Tracking
Booking Actions
Meta Retargeting
The Client
A specialist local clinic competing for urgent search intent.
Manningham Skin Cancer Clinic is a purpose-built facility in Lower Templestowe, Victoria. Its website presents specialist skin checks, full-body mole mapping and digital imaging, with appointments available without a referral.
For performance marketing, the commercial requirement was straightforward: make the clinic visible when nearby people were actively searching, then measure the actions that could lead to an appointment.
- Location
- Lower Templestowe, Victoria
- Services
- Skin checks and full-body mole mapping
- Primary Goal
- Measurable calls, forms and online booking actions
- Website
- manninghamskincancer.com.au
The Challenge
High intent. Tight geography. No room for loose measurement.
Local healthcare search is competitive because the person searching is often ready to act. Broad targeting can consume budget quickly, while weak tracking can make an active campaign look more successful or less successful than it really is.
The campaign needed to stay close to the clinic’s catchment, distinguish clinic-level demand from skin-check and mole-mapping intent, and connect media performance to calls, forms and booking actions.
The AIIMS Approach
Two search campaigns, supported by a wider visibility system.
01 · Google Search
Separate clinic and procedure intent.
Two campaign structures covered mobile clinic searches and procedure-led searches for skin checks and mole mapping, with geography aligned to the Manningham catchment.
02 · Social Advertising
Reconnect with consideration-stage audiences.
Meta activity supported awareness and retargeting, giving relevant audiences another route back after an initial search or website visit.
03 · Organic and Local
Reduce dependence on a single acquisition channel.
SEO and Google Business Profile management ran alongside paid media to strengthen local discoverability and build a longer-term source of relevant traffic.
The Results
The campaign table tells the defensible story.
The combined figures below are recalculated from the two supplied campaign rows. This removes conflicting headline figures from the original draft and keeps every public claim traceable to the table.
19,296
Impressions
Across both Search campaigns
1,184
Clicks
At a calculated 6.14% CTR
$3.56
Average CPC
Calculated from total spend and clicks
Campaign Breakdown
Two campaigns. One reconciled total.
| Campaign | Impressions | Clicks | CTR | Avg. CPC | Spend | Conversions | Conv. rate |
|---|---|---|---|---|---|---|---|
| AdV | Clinic | Mobile | 12,609 | 777 | 6.16% | $3.17 | $2,460.31 | 262.58 | 33.8% |
| AdV | Skin Check & Mole Mapping | 6,687 | 407 | 6.09% | $4.30 | $1,749.94 | 127.75 | 31.4% |
| Combined / recalculated | 19,296 | 1,184 | 6.14% | $3.56 | $4,210.25 | 390.33 | 32.97% |
Measurement note: Cost per attributed conversion is $4,210.25 ÷ 390.33 = $10.79. Click-to-conversion rate is 390.33 ÷ 1,184 = 32.97%. Fractional conversions can appear in Google Ads when attribution credit is distributed across interactions. Conversion actions are marketing signals and should not be read as confirmed diagnoses, treatments or unique patients. Historical performance is not a guarantee of future results.
Deliverables
The work behind the tracked actions.
Frequently Asked Questions
What the numbers mean.
What did the Google Ads campaigns generate?
Across the supplied 30-day snapshot, the two campaigns recorded 19,296 impressions, 1,184 clicks and 390.33 attributed conversion actions from $4,210.25 in spend.
Why does the conversion total include a decimal?
Google Ads can assign fractional conversion credit when an attribution model distributes credit across multiple ad interactions. The 390.33 figure is therefore presented as attributed conversions, not 390.33 individual people.
What was the corrected cost per conversion?
The supplied campaign rows total $4,210.25 in spend and 390.33 conversions. Dividing spend by conversions produces a cost per attributed conversion of $10.79.
Which services supported the campaign?
AIIMS managed Google Search campaigns alongside social advertising, SEO and Google Business Profile work, connecting immediate paid demand with broader local visibility.
Jason FaragAccount Manager
Melissah KocoskiSEM Manager
Manu AliasSEO Manager
Claudia De PizzolSocial Ad Manager
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