We restructured the Google Ads account around treatment intent, stronger budgets and better conversion data, turning a fragmented 24-campaign setup into a cleaner PPC account built to scale.
The impact was clear. Leads increased by 360%, cost-per-lead dropped by 84% and average weekly leads rose from 6 to 36, without simply throwing more budget at the problem.
Genix Healthcare, a UK dental group, wanted to increase patient enquiries across its practice network, with a focus on high-value treatments including clear aligners and dental implants.
The existing Google Ads PPC account was spread across too many small campaigns. Budgets were thin, data was weak and Google Ads didn’t have enough room to learn properly.
PPC Account Restructuring
Google Ads Growth
Lead Generation
360%
Lead growth
84%
Lower Cost Per Leads
The Client
Genix Healthcare is a UK dental group with practices across the country, offering general dentistry and high-value private treatments including clear aligners and dental implants.
The group wanted to use Google Ads to generate more patient enquiries across multiple locations, while building a more scalable foundation for long-term growth. Our PPC team also worked closely with our agency’s SEO team to deliver a comprehensive multi-channel B2C digital lead generation campaign.
With the right account structure in place, this strategy now had strong potential. The problem was that the existing setup was holding the campaigns back before they had a fair chance to perform.
Multi-location UK dental group
Clear aligner leads
Dental implant leads
Google PPC Ads
The Challenge
Genix Healthcare’s Google Ads account was split across 24 Performance Max and Search campaigns, each assigned to individual local practices across the UK.
Most campaigns had very low daily budgets. That meant each campaign had too little budget, too few clicks and too little conversion data for Google Ads to optimise properly.
The obvious answer would have been to increase every PPC campaign budget. But that would have been expensive, inefficient and, frankly, a bit like drilling before checking the X-ray.
The real issue was structure. Budget and data were being spread too thinly, creating wasted spend and holding back lead volume.
Too many small campaigns
Weak conversion data
Budget spread too thin
How We Delivered
To get more from the same account, we rebuilt the campaign structure around how Google Ads actually works. The goal was simple: give the platform stronger signals, better budgets and a clearer path to find valuable leads.
Creating campaigns around intent
We moved the account away from 24 location-based PPC campaigns and rebuilt it around the main treatments Genix wanted to grow. This created a clear aligner Search campaign, a dental implant Search campaign and a combined Performance Max campaign. Instead of splitting data across lots of small local campaigns, we gave Google Ads a clearer view of what mattered.
Treatment-led campaigns
Clearer account structure
Stronger campaign focus
Consolidating PPC budget for stronger performance
By combining smaller budgets into three larger campaigns, each campaign had more room to bid, learn and improve. This helped the account collect more meaningful conversion data and gave the algorithm enough activity to make better decisions.
Bigger data sets
Stronger daily budgets
Less wasted spend
Optimising for higher-value PPC leads
Once the campaigns had enough conversion data, we could start moving towards smarter bidding strategies, including Maximise Conversion Value. This helped shift the focus away from just getting cheap form fills and towards leads more likely to become real patients.
Value-based optimisation
Better-quality enquiries
Smarter bidding signals
Connecting CRM data
We also integrated the account with the Genix CRM system, allowing real treatment values from Google Ads pay per click leads to be imported back into the Google Ads platform. This gave Google better data to work with, helping it learn which enquiries had the most commercial value.
CRM integration
Treatment value tracking
Better conversion data
The Results
The impact of the PPC restructure was fast and clear. After a short adjustment period, the ads account generated 53 leads in one week, a 230% increase compared with the previous week. Most importantly, this wasn’t caused by simply increasing spend. The same budget was working much harder.
360%
Increase in Paid Media Leads
84%
Reduction in Cost-Per-Lead (CPL)
6x
Increase in Average Weekly PPC Leads
Before the campaign restructure, the account averaged around 6 leads per week. After the restructure, it averaged 36 leads per week. In the two months after the changes, Genix Healthcare also recorded 40 new treatments directly from PPC ads.
With a cleaner structure, stronger budgets and better data, the Google Ads account could finally do what it was meant to do: generate more patient enquiries at a lower cost.
Why It Worked
The uplift was driven by a clearer, more focused PPC campaign structure that gave Google Ads the data it needed to optimise properly.
Campaigns were built around treatment intent, not just location
PPC click budgets were consolidated into campaigns with enough room to work
Conversion data became stronger and easier for Google Ads to learn from
CRM data gave the account better signals on lead value
The structure made the account easier to scale and optimise
Each element played a role, but combined, they created a landing page experience that was clearer, faster and far more aligned with user intent.
