This campaign didn’t just deliver clicks. It delivered care, helping to make a meaningful impact in the community Vecino Health Care Center serves.
Context
Vecino Health Care Center, is a nonprofit organization in Houston, Texas, providing affordable healthcare services to underserved communities. Among their critical offerings is prenatal care for Spanish-speaking expectant mothers.
A population that often faces barriers to accessing timely medical support. Despite the importance of these services, Vecino was struggling with low awareness and underbooked prenatal appointments.
Details
Service:
Search Engine Marketing
Channel:
Google Ads
Involvement:
Strategy Planning – Ongoing Management
Overview
To help connect expectant mothers to the affordable care they needed, I designed a Google Ads strategy focused on connecting more women with Vecino’s prenatal services. The primary goal was to drive measurable increases in appointment bookings through a highly targeted paid search campaign.
Objective
The objective was clear: connect more mothers with the care they needed by increasing phone calls that lead to appointment bookings.
Challenge
Vecino Health Care Center faced two major challenges:
Limited Awareness: Many pregnant women in their target demographic were unaware of the prenatal care services available to them.
Cost-Effective Outreach: As a nonprofit, Vecino Health Care Center needed a strategy that could deliver strong results while making the most efficient use of limited resources.
Solution
I developed a customized paid search strategy designed specifically for Vecino’s goals and audience. Key elements included:
- Precise Keyword Targeting: I identified and targeted high-intent keywords focused on maternity and prenatal care in Spanish.
- Cultural & Emotional Relevant Ad Copy: I crafted ad messaging that emphasized the compassionate, bilingual care available at Vecino, highlighting features such as female doctors and a welcoming environment — factors proven to build trust with expectant mothers.
- Performance-Based Optimization: I continuously monitored campaign performance and made real-time adjustments to improve targeting, maximize click-through rates, and lower the cost per conversion
Results
The campaign delivered powerful, measurable results that directly addressed Vecino’s challenge and objectives:
47 Prenatal Appointments Booked: Surpassing the target by 34% within six month. The campaign successfully helped more expectant mothers access essential prenatal care.
11.49% Click-Through Rate (CTR): Outperforming industry averages for healthcare advertising, the campaign proved highly effective at engaging the right audience with relevant messaging.
Strong Conversion Efficiency: Achieving a cost per conversion well below healthcare benchmarks, the campaign demonstrated a high return on investment.
Expanded Reach in Underserved Communities: The campaign significantly raised awareness of Vecino’s prenatal services among Spanish-speaking women in Houston; connecting families with care at a critical time in their lives.
Ultimately, this campaign didn’t just deliver clicks. It delivered care, helping to make a meaningful impact in the community Vecino Health Care Center serves.