IQLab
Scaling Online Sales
Service
Google Ads (PPC)
Objective
Scaling online sales
Duration
1.5 years
1. Client and Challenge
IQLab is an independent Ukrainian medical laboratory providing a wide range of diagnostic services. The market for private laboratories in Ukraine is characterized by extremely high competition, where large national chains compete for patient attention.
The main challenge for FAIR Agency was not just to generate traffic, but to significantly improve the efficiency of the advertising budget. We needed to find a balance between scaling the number of website orders and maintaining profitability (ROMI).
IQLab is an independent Ukrainian medical laboratory providing a wide range of diagnostic services. The market for private laboratories in Ukraine is characterized by extremely high competition, where large national chains compete for patient attention.
The main challenge for FAIR Agency was not just to generate traffic, but to significantly improve the efficiency of the advertising budget. We needed to find a balance between scaling the number of website orders and maintaining profitability (ROMI).
2. FAIR Agency Strategy
Our cooperation has been ongoing for a year and a half. During this time, we transformed the advertising approach, moving from simple search campaigns to complex, conversion-oriented strategies.
Key Work Vectors:
- Deep segmentation: we divided advertising campaigns by service priority and analysis margins, allowing for flexible bid management.
- Traffic quality management: constant analysis of search terms and the expansion of negative keyword lists allowed us to filter out irrelevant audiences. This was a key factor in reducing the Cost Per Click (CPC).
- Landing Page Optimization: together with the client, we analyzed the user journey, which allowed us to increase the website's conversion rate.
- Smart bidding: transitioned to Google Ads intelligent bidding strategies focused on conversion value rather than just clicks.
Our cooperation has been ongoing for a year and a half. During this time, we transformed the advertising approach, moving from simple search campaigns to complex, conversion-oriented strategies.
Key Work Vectors:
- Deep segmentation: we divided advertising campaigns by service priority and analysis margins, allowing for flexible bid management.
- Traffic quality management: constant analysis of search terms and the expansion of negative keyword lists allowed us to filter out irrelevant audiences. This was a key factor in reducing the Cost Per Click (CPC).
- Landing Page Optimization: together with the client, we analyzed the user journey, which allowed us to increase the website's conversion rate.
- Smart bidding: transitioned to Google Ads intelligent bidding strategies focused on conversion value rather than just clicks.
3. Results after 1 Year of Active Work
Thanks to a systemic approach and constant account optimization, we achieved metrics that radically changed the economics of IQLab's online direction.
Comparing year-over-year results, we observed the following dynamics:
Revenue
We increased the revenue generated directly through the website by 4 times. The Google Ads channel has become one of the key sources of new clients for the laboratory.
Cost Per Acquisition (CPA)
We managed to reduce the cost of a single conversion (analysis order) by 2 times. This means the client receives twice as many orders for the same budget when calculated per lead.
Cost Per Click (CPC)
The cost per click was reduced by 50%. This is the result of improving the ad Quality Score and cleaning up "junk" traffic. We only pay for clicks that have a high probability of generating profit.
Thanks to a systemic approach and constant account optimization, we achieved metrics that radically changed the economics of IQLab's online direction.
Comparing year-over-year results, we observed the following dynamics:
Revenue
We increased the revenue generated directly through the website by 4 times. The Google Ads channel has become one of the key sources of new clients for the laboratory.
Cost Per Acquisition (CPA)
We managed to reduce the cost of a single conversion (analysis order) by 2 times. This means the client receives twice as many orders for the same budget when calculated per lead.
Cost Per Click (CPC)
The cost per click was reduced by 50%. This is the result of improving the ad Quality Score and cleaning up "junk" traffic. We only pay for clicks that have a high probability of generating profit.
4. Conclusion
The IQLab case demonstrates that even in a highly competitive medical niche, exponential growth is possible with professional contextual advertising management. Over the year and a half of cooperation, FAIR Agency has become a reliable growth partner for IQLab, continuing to improve efficiency metrics every month.
Ukraine, Kyiv
+38 067 487 89 09
Portugal, Porto
+38 050 441 99 43
Levchenko Ludmila - key account manager
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