How We Scaled a Healthcare Account from $0 to Upper Six-Figure Monthly Spend While Driving 7 Years of Growth

Granular’s Solution:

We implemented a full-funnel channel mix to drive users through every stage of the funnel. Upper-funnel channels — OOH, CTV, Display, and Meta — built awareness and interest, while Search served as the key demand capture tool.

As the client expanded into new markets, we maintained advertising at the market level rather than the clinic level. Running campaigns for individual clinics created too little data for optimization and didn’t reflect real patient behavior, most patients simply choose whichever clinic is most convenient. By elevating the brand as a whole, we built market-wide trust and let patients self-select the location that worked best for them.

Search Strategy

We designed search to be the primary growth engine, structured for efficiency, scalability, and incremental patient acquisition.

• Positioned Google Ads as the primary driver of new patient volume, with Bing used selectively to capture demand at lower CPCs 
• Prioritized high-intent nonbrand keywords to focus on incremental patient growth.
• Balanced efficiency and growth through tailored bidding strategies: manual CPC for brand to control costs, automated bidding for higher-value campaigns
• Consolidated campaigns at the market level to maximize conversion signals and efficiency, supported by continuous testing of ad copy and landing pages to lift conversion rates.

Paid Social Strategy

On social, primarily Meta, we built campaigns to create awareness, nurture interest into leads, and drive engagement, all while staying compliant with healthcare advertising rules.

• Built awareness in new markets with reach and frequency campaigns to establish brand recognition.
• Expanded into lead generation through quizzes, webinars, and lifestyle-focused assets to capture patient interest and move users toward appointment booking.
• Kept audiences engaged and results growing by rotating in new blog posts, refreshed lead offers, and evergreen TV commercial creative to prevent fatigue.
• Navigated strict Meta healthcare policies with compliant, positive messaging that safeguarded campaign delivery while protecting performance.
• Measured success beyond appointments by shifting toward upper-funnel objectives (leads, quizzes, reach), which delivered lower CPLs and more reliable performance at scale.

Programmatic Strategy

Our goal with upper funnel display and video campaigns was to increase brand awareness and be the rising tide that lifts all boats, driving lower funnel conversions across other paid and organic channels. 

• Display, Native, CTV, and YouTube ads were run, reaching in-market users within the target market across all devices. 
• Monthly budget recommendations were made based on market size and platform performance, as well as final new patient numbers and incremental lead lift. We want to hit a strong enough reach and frequency in each market to impact brand recall, while avoiding the point of diminishing returns. 
• CTV ads were placed across premium inventory, including FAST (Free Ad Supported TV) and paid inventory, with placements like Roku, Samsung TV+, Pluto, Paramount+, Hulu and YouTube TV. Non-skippable video ads were also placed on YouTube across desktop, mobile and CTV devices. 
• Display ads were placed across Granular’s proprietary premium whitelist targets.
• Due to restrictions in advertising for healthcare, we had to get creative with audience targeting. We utilized Custom Intent and Custom Affinity audiences to target users who have recently visited relevant websites and apps, as well as searched specific keywords. We were also able to test Google’s new AI Persona builder, which is a Beta that Granular was given early access to. 
• Combining Google audiences (the most advanced and accurate audience profiling) with Google’s premium placement capabilities and best-in-class tracking, we are able to reach the right people, at the right time, with the right ad, impacting the conversion funnel.