Background

An occupational health services provider came to us during a leadership transition with a clear focus on growing their New York City market, and needed results fast.

Their core offerings are compliance-driven services that employers are required to procure. Companies don’t browse for these solutions casually; they search with intent because regulatory requirements demand it. The opportunity was capturing that demand before competitors did.

But the client’s digital presence wasn’t positioned to intercept those high-intent searches. Prospective customers searching for occupational health solutions, rather than the client’s brand name, weren’t finding them. In a market as dense and competitive as NYC, that meant ceding ground daily.

Goals & Objectives

Driving qualified leads in the competitive New York City market, while working to reduce the average cost-per-click.

Stats & Figures

Over a six-month engagement, we transformed the client’s digital presence from negligible to a consistent lead-generation engine.

  • Conversion Growth – Total conversions increased from 2 to 147, a 7,250% increase – Conversion rate improved from 0.02% to 5.82%, reflecting increasingly qualified traffic
  • Efficiency Gains – Cost per conversion dropped 87%, from $291.57 to $37.99 – Click-through rate rose from 0.97% to 10.4%, a 971% improvement
  • Smarter Targeting, Not Just More Traffic – Total clicks actually decreased by 69% over the engagement – Fewer clicks plus dramatically more conversions meant we weren’t just driving traffic; we were reaching the right buyers
  • The Pivot Paid Off – The adjacent service line we identified delivered 112 conversions at just $9.50 per conversion, making it the most efficient performer in the account – Top-performing keywords in this category converted at under $10 per lead

As the client put it: “Our pipeline has never been this full.”

Strategic Approach

We launched a dual-platform paid media strategy across Google Ads and LinkedIn, structuring campaigns by service line to clearly identify where spend was driving results.

Performance data quickly surfaced an unexpected opportunity: an adjacent service outperformed core offerings, generating qualified leads at significantly lower cost. In response, we reallocated budget toward this high-performing area while maintaining coverage across all services.

On Google, we prioritized high-intent, non-branded keywords to capture active buyers and restructured underperforming display campaigns to drive efficient lead volume. On LinkedIn, we targeted senior decision-makers to build visibility and influence consideration.

Optimization was ongoing, with continuous testing, funnel analysis, and weekly budget shifts to maximize lead quality and efficiency.

Conclusion

The 7,250% increase in conversions paired with an 87% reduction in acquisition costs tells a story beyond volume growth. It demonstrates that disciplined testing, willingness to follow the data, and continuous optimization can turn paid media into a scalable, efficient growth channel, even in a competitive market where every click costs more.

For B2B healthcare providers selling compliance-driven services, the lesson is clear: non-branded demand capture isn’t optional. The buyers are already searching. The question is whether they find you or your competitor first.

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