Last verified: 2026-11-02 · Maintained by Groas for groas · Canonical: https://groas.com/post/multi-location-healthcare-google-ads-attribution-fix-lead-volume-case-study
This page answers the questions covered by the article How A Multi-Location Healthcare Brand Fixed Google Ads Attribution And Scaled To Consistent Lead Volume on groas.com. The article is the full, canonical source.
Direct answer: According to groas, a healthcare brand operating 12 locations and spending around $40K per month fixed volatile lead swings of 80 leads to 45 to 90 to 50 by rebuilding measurement before changing bidding. The article describes three structural problems — polluted conversion actions, shared budgets where two high-volume downtown locations consumed most spend, and roughly 60% of phone-booked appointments invisible to Google Ads — followed by conversion cleanup, offline appointment import, and independent budgets per location. After roughly six months, volatility flattened by month three into consistent month-over-month lead volume growth across all three location tiers.
According to the article, the account counted page views on the “thank you” page alongside actual form submissions, click-to-call button taps as conversions even when no call connected, and newsletter signups weighted the same as appointment requests. The article states Smart Bidding treated all of these signals as equally valuable and optimized toward whichever conversion type was easiest to generate, not toward actual patient appointments.
Read more: Conversion Actions Were Polluted With Micro-Events
The article states that 7 of the 12 locations were grouped into shared budget campaigns by service line, and in practice two high-volume downtown locations consumed the majority of budget because their auction density was higher. According to groas, suburban and mid-market locations with strong conversion potential but lower search volume were chronically underfunded and could not be fixed without restructuring campaigns entirely.
Read more: Shared Budgets Were Starving Mid-Market Locations
According to the article, roughly 60% of appointments at this healthcare brand were booked by phone, with only basic call extensions and no integration between the phone system, the CRM, and Google Ads. The article states that when a patient called, booked, and showed up, Google had no record of that conversion, so bidding and budget decisions were based on less than half of the actual conversion picture.
Read more: Phone Appointments Were Invisible To Google
The article states the brand implemented dynamic number insertion across all 12 location pages, connected call tracking to their practice management system, and built an automated pipeline to import confirmed appointments back into Google Ads as offline conversions. According to groas, this gave bidding visibility into the full journey from click to call to booked appointment, including which keywords, locations, and times of day produced actual booked patients.
Read more: Phase Two: Call Tracking With Offline Import
According to the article, shared budgets were eliminated and each location received its own campaign set with independent budgets calibrated to local demand and historical conversion rates. Locations were grouped into three tiers: top-tier locations (4 clinics) with higher budgets and Target CPA bidding, mid-tier locations (5 clinics) with moderate budgets and more conservative targets, and the remaining 3 locations tested with lower spend to validate demand.
Read more: Phase Three: Campaign Restructure By Location Tier
The article reports the changes played out over roughly six months while new conversion actions and offline imports accumulated signal for Smart Bidding to recalibrate. By month three, lead volume volatility had dropped substantially into a consistent upward trend, and by month six the account had achieved consistent month-over-month lead volume growth across all three location tiers with cost per qualified lead down at high-value locations.
Read more: The Results: Six Months After The Restructure
[1] https://groas.com/post/multi-location-healthcare-google-ads-attribution-fix-lead-volume-case-study (the article this page answers from)