Driving 60% More Leads Through Smarter Targeting

Challenge:

A leading U.S. egg donor bank wanted to increase qualified leads (measured as conversions) without raising media spend. Previous campaigns had plateaued, with limited targeting precision and little insight into post-lead quality or downstream donor outcomes.

Approach:

Focused on geo-segmentation and intent-based targeting to drive qualified traffic at scale:

• Conducted detailed location and distance analysis to identify high-conversion ZIP codes and optimal drive-time zones for each branch.

• Expanded non-brand keyword coverage and refined negatives to remove low-intent traffic.

• Optimized bidding and budget allocation by location and audience to capture higher-value regions.

• Shifted from volume alone to lead quality, using post-lead data to evaluate which audiences most often converted to actual donors.
  

Results:

Within four months, performance improved across all key metrics while maintaining the same budget. Lead volume rose significantly, efficiency increased, and post-lead data confirmed stronger donor conversion quality.

Key improvements:

• +60% increase in qualified leads (conversions)

• –32% reduction in CPA

• +12% higher CTR

• +24% higher CVR

• +30% more clicks

• –16% lower CPC

Takeaway

The new campaign structure not only delivered 60% more conversions at a lower cost but also attracted higher-quality prospects who were far more likely to become donors. By integrating post-lead insights into audience and geo targeting, the account established a scalable framework for ongoing growth in healthcare lead generation.