Healthcare Tech Provider Gets 75 Monthly Leads, Cuts CPL 38%

An established healthcare technology provider in Australia approached Mavlers Agency for white-label paid media management across Google and Meta. Previously, its digital advertising was minimal and loosely structured. There was no clear multi-channel acquisition strategy or reliable view of what paid media could deliver. The goal was to generate qualified callback requests and turn those enquiries into paying customers.

• Unstructured campaigns: Search, display, and branded keywords were grouped into one campaign, allowing budget to flow toward low-intent traffic.
• No remarketing: High-intent visitors who viewed products or started enquiry forms had no structured re-engagement journey.
• No Meta acquisition strategy: Facebook and Instagram were not being used to reach carers and adult children.
• Unreliable conversion tracking: Inaccurate lead data left bidding algorithms without dependable conversion signals.
• Delayed creative approvals: Healthcare advertising reviews pushed the Meta lead generation launch back by nearly three weeks.

• Generate at least 4 callback requests per month and convert at least one into a paying customer.
• Build a full-funnel acquisition strategy across Google Ads and Meta.
• Improve lead quality and connect advertising activity to sales outcomes.
• Reduce wasted spend and improve cost efficiency across channels.
• Establish reliable conversion tracking to support smarter bidding and budget allocation.

• Restructured Google Search: Split campaigns into branded, high-intent category, and competitor segments with dedicated budgets, bid strategies, and landing pages.
• Expanded Performance Max: Built product-specific asset groups using customer lists, high-intent visitors, and in-market audience signals.
• Built Meta acquisition & remarketing: Launched three product-category lead-gen campaigns and segmented remarketing audiences with tailored creative across the customer journey.
• Rebuilt conversion tracking: Implemented server-side GTM, GA4, and Meta CAPI to improve attribution and provide cleaner signals for bidding.
• Optimized and adapted continuously: Reviewed performance weekly, reallocated budgets monthly, refreshed Meta creative every 3–4 weeks, and used the Meta launch delay to build remarketing audiences. This cut the subsequent learning period to under seven days.

• 75 monthly callback leads, against an initial target of 4.
• 35% lead-to-sale conversion rate.
• 28 average sales per month, against an initial target of 1.
• 38% reduction in blended cost per lead over six months.
• 8.4% Google Search CTR, up from approximately 2.8% before restructuring.
• 42% Meta lead-form completion rate.
• Under 8% of budget spent on non-converting or wasted traffic, down from an estimated 35%.

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