The Challenge

Urgent Care for Kids had been running pay-per-click ad campaigns for some time. The ad campaigns were a key part of their online marketing strategy.

Unfortunately, the ads had not been performing as well as they would have liked. They had a large number of keywords, but there were fewer than desired clicks and conversions. It was clear that huge opportunities were being missed.

Urgent Care for Kids came to Improve & Grow wanting to know if they could do anything to improve their ad campaigns. The answer was yes. With refined keywords, improved keyword quality scores, and optimized ads, their campaigns would generate the results they wanted. 

The Solution

We started by providing a detailed audit of their existing campaigns and compared it against established best practices and industry benchmarks. We identified a number of immediate improvement opportunities and provided their management team with projected results.

The audit helped us to outline the following PPC campaign objectives:

  • Increase paid search traffic by optimizing search ad campaigns in AdWords & Bing Ads
  • Maintain & optimize paid search ad campaign performance on AdWords & Bing Ads platforms within client specified monthly budgets
  • Optimize campaign performance on key metrics including click-thru rate, conversion rate, cost per click and cost per acquisition.

Soon after, we began to manage and optimize their campaigns on an ongoing basis. We conducted keyword research in order to assess and refine the list of keywords already in place. We then configured specific budgets and bid strategies to align with the Urgent Care for Kid’s search engine marketing budget.

With those foundations, we were able to create effective campaigns around the client’s unique selling points and target audience pain points. Display re-marketing ad campaigns were also utilized to re-engage qualified website visitors.

All campaigns were continuously monitored and maintained. At the end of the month, we reviewed the campaigns’ performance and identified trends. This allowed us to recommend and plan future campaign optimization.

Key deliverables

The Results

Over time it became clear that optimizing and refining the Urgent Care for Kids original ad campaigns, as well as adding new ones, paid off. In the year following our involvement, the volume of online conversions from paid ad campaigns grew 57%, with an 11% increase in the conversion rate.

The growth in conversions was driven by an increase in the click-thru rate and in the number of paid clicks. A 10-month period from 2015-2016 compared to the same time period in 2016-2017, saw a 38% increase in their paid ad clicks.

In terms of click-thru rate, it saw a 212% improvement from 1.19% in the 2015-2016 10-month period to 3.71% in the same period in 2016-2017.


Researching, refining, optimizing, and maintaining the keywords and campaigns was what it took to provide the results Urgent Care for Kids was looking for. Those results are one of the factors that have since allowed them to open several new locations across Texas, as well as Illinois.

Here is what Melissa Bauman, Director of Marketing, had to say about the success of the campaign:

A little over a year ago, our company made the decision to hire Improve and Grow to improve our SEM strategies. We have seen positive results and we expect that will only continue. I don’t say this lightly, but we have come to trust Carl and his team with what we consider one of our most valuable marketing tools.

Want to win more customers like Urgent Care for Kids?

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Meet the Author:

Annie Moyer

Annie Moyer, Digital Marketing Specialist

Annie is our Digital Marketing Specialist here at Improve & Grow. Her role is to provide digital outreach, as well as, content creation to help increase traffic, leads, and conversions to our clients' sites. Her experience and diverse creative and marketing background include user experience design, graphic and web design, and content development. With these skills, she is able to analyze, communicate and creatively craft content that will help our clients win big by improving their organic traffic and conversions. Annie and her husband Philip enjoy trying new restaurants, traveling, and spending quality time with Annie's cat, Watson.