Most growth problems aren't marketing problems.
They're positioning problems.
Case Study: DC Medical Solutions
1,100 more clicks a month, without paying more to get them.
How restructuring a Google Ads account, not just adjusting it, cut cost per conversion by 40 percent and lifted conversions by 305 percent for DC Medical Solutions.
1,100
Additional clicks each month
305%
Increase in conversions
40%
Reduction in cost per conversion
7
Months to the strongest ROI they’d seen
The Starting Point
Ad spend that was working hard and achieving little.
DC Medical Solutions came to me after struggling with underperforming ad campaigns. Admittedly, the spend was there and so were the clicks, but the account still wasn’t turning either into the sales pipeline the business needed.
This wasn’t just a matter of minor adjustments. I needed to restructure the account completely.
In fact, the deeper issue was that a single campaign was trying to speak to two very different buyers at once: healthcare professionals and trade customers, each with different concerns and a different reason to choose DC Medical Solutions. Consequently, one generic account structure couldn’t do justice to either.
What Was Done
A rebuild, not a tune-up.
Rather than making small tweaks to what was already underperforming, I restructured the campaigns completely from the ground up.
Campaign restructure
I rebuilt the account architecture rather than patching it, so spend followed intent instead of guesswork.
Targeting refined
I separated and sharpened the audiences, so budget reached the people most likely to convert.
Ad copy optimised
I rewrote the messaging for two distinct audiences: healthcare buyers and trade buyers.
Why It Matters Now
Quality leads, not just more clicks.
Ultimately, more clicks only matter if they turn into the right conversations. Because I split healthcare and trade audiences apart and gave each its own message, the extra volume arrived already qualified.
As a result, quality leads reaching the sales pipeline lifted directly, not just cost per click falling. Seven months in, therefore, DC Medical Solutions saw the strongest return from digital advertising it had ever achieved.
See more results like this across other case studies.
“After struggling with underperforming ad campaigns, we brought in Anna Elliot to manage and optimise our Google Ads. The transformation has been remarkable. Seven months on, we’re seeing the strongest return on investment we’ve ever achieved from digital advertising. Worth every penny.”
DC Medical Solutions
Google review
More time doing what you actually enjoy, not fighting to justify why you exist in every single deal.
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