Google Ads

What we actually do with Google Ads accounts

Google Ads is not one channel — it is a family of formats (Search, Shopping, Demand Gen, Performance Max, YouTube, Discovery). Each converts differently for different healthcare services. The first ICG diagnostic on any Google account is whether the budget split across formats matches the buyer journey for that specialty. For most healthcare specialties, 70–80% of qualified leads come from Search. If less than 60% of budget is in Search, you have a structural problem before you have a creative problem.

The DCG Matrix for Google Ads

Every Google account ICG manages runs against an 11-point diagnostic + optimisation framework.

Five Diagnosis models

• N-Gram Analysis — two-word and three-word search-term patterns surface waste invisible to single-word analysis. Most "waste keywords" are not single words; they are predictable two-word patterns triggered by broad match.
• Weighted Average Quality Score — QS averaged across keywords weighted by impressions. The true cost-of-lift signal. A 5.2 weighted QS in an account where high-impression keywords are at QS 3 is a very different problem from a 5.2 driven by long-tail keywords at QS 7.
• First-Party Data Utilisation — what percentage of conversion events have first-party signal (CRM status, downstream patient outcome) attached. Most healthcare accounts: under 30%. Bidding optimises poorly without this.
• Cross Firing Analysis — identifies ad groups bidding against each other in the same auction. Common in healthcare accounts that have grown organically without restructuring. Driving up CPCs against yourself is the most invisible category of waste.
• Cluster Analysis — search-term clustering reveals intent groups. The "best surgeon" cluster behaves nothing like the "cost" cluster, which behaves nothing like the "near me" cluster. Restructuring follows clusters, not keywords.

Three Cost Wastage Minimisation strategies

• Spend Limit Automation — daily budget caps tied to QS health, conversion volume, and time-of-day performance. Stops bleed before it shows up in next-day reports.
• URL Integrity Check — catches 404s, redirect chains, slow landing pages that silently destroy QS. Most accounts have at least one campaign pointing at a URL that hasn't existed for two months.
• Auto Search Terms Inclusion — high-converting search terms auto-promoted to exact match; junk auto-negated. Removes the human-reaction-time lag from search term hygiene.

Three Growth Strategy levers

• Budget Utilisation Tracker — live tracking against monthly plan; alerts on over/under-pacing weekly, not monthly.
• Performance Goal Tracker — per-campaign goals (CPL, CPQL, ROAS) with auto-alerts on deviation. The discipline that prevents "January was fine; March is on fire" surprises.
• Search-Oriented Dynamic Landing Page — landing-page H1 and offer block adapt to the search query that triggered the ad. The page that says what the searcher just searched converts 30–60% better than a generic service page.

What this fixes — from the live portfolio

• Hair transplant centre, Delhi: CPL −60%, relevant search terms +40%. Mechanism: cross-firing analysis eliminated keyword cannibalisation across three ad groups bidding on the same head terms.
• Cardiosurgeon, India (TAVI/TAVR): Surgery advised 1 → 7 per month. Cost per surgery booking ₹1,50,000 → ₹50,000 (−66%). Mechanism: Performance Max removed for the indication, Search restructured around the four cluster patterns, retargeting via YouTube procedure explainers.
• IVF centre, Chandigarh: Qualified leads +50%. Cost per booking −55%. Mechanism: phrase-match restructure across procedure × geography combinations + CRM-to-Ads first-party feedback loop.

Engagement structure

Week 1–2: written Google Ads diagnostic (DCG Matrix applied to your live account). Week 3–4: restructure design + cross-firing fix + URL integrity sweep. Week 5+: ongoing management with weekly written business reviews. Account managed by ICG's Performance Marketing team led by Rohit Gupta.