Spine Surgery Leads
at $6.66 Each
How we turned a stalled Google Ads campaign into a patient-generating machine for a multi-location spine surgery practice in Louisiana.
Spine Center of Louisiana
A multi-location spine surgery practice with 5 locations across Louisiana, specializing in minimally invasive spinal fusion surgery. They needed a Google Ads campaign to generate qualified patient leads in the Baton Rouge market immediately, even while their website was mid-rebuild.
What we inherited
The campaign launched with structural problems that choked performance from day one. Here's what we found on intake.
Bid Cap Choking Auctions
$12 Max CPC bid cap was losing 27.65% of impression share to rank. The campaign was showing "Eligible (Limited)" status.
Narrow Keyword Set
Only 12 keywords, all variations of "minimally invasive." Three exact match keywords were dead on arrival with zero local volume.
Zero Ad Extensions
No sitelinks, no callouts, no call extension, no structured snippets. The ads were running bare with no supporting assets.
Broken Conversion Tracking
Form submission tracking was broken at launch. No GHL call import. The only signal was a GA4 phone click event.
Website Mid-Rebuild
All traffic pointed to a single existing page on a site that was 2 months from launching its new design. No custom landing page.
Severe Underspend
$67/day budget was only spending $9.11/day average. The campaign was crawling when it should have been sprinting.
5 weeks. One ad group. Total transformation.
Every metric moved in the right direction. Here's what the numbers looked like at peak performance versus the baseline we inherited.
The growth curve tells the story
At baseline, the campaign lost 27.65% of impressions to rank. By Week 5, rank loss dropped to 9.89%. The remaining constraint was budget only.
→ Campaign flipped from rank-constrained to budget-constrained. The only thing holding it back now is spend.
The optimization timeline
Every change was surgical. One ad group, one RSA, one landing page. Here's exactly what we did and when.
One keyword we added changed everything
Where the leads came from
Extensions added March 27. Every single one outperformed the baseline campaign CTR of 3.15%.
This isn't normal for spine surgery ads
Cost per lead: 95% below industry average
Spine surgery Google Ads campaigns typically run $150 to $300+ per lead. This campaign produced qualified spine surgery leads at $6.66 each. That's a 95%+ reduction from what practices normally pay, achieved on a $67/day budget with a single landing page that was part of a website mid-rebuild. The campaign was never given a budget increase, meaning it never ran at full capacity.
Baseline vs. Peak Performance
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