76% Lead Boost: Google Ads for Imaging Center

Picture this: It’s Monday morning in Bergen County, NJ. A local resident, anxious about a new health concern, turns to Google and types “MRI near me.” Within seconds, a medical imaging center’s ad appears at the very top—a digital front door swung wide open. One click, one call, and a new appointment is set. But what if your clinic was invisible at that pivotal moment?

This isn’t just a hypothetical. For one outpatient diagnostic imaging center, becoming visible at the exact moment of need changed everything. Below, we unravel how a laser-focused Google Ads campaign delivered a 76% increase in high-quality phone leads—reshaping the center’s reputation and bottom line, all within a modest $1,000/month budget.

Executive Summary: A Quick Glimpse at the Transformation

A local diagnostic imaging center in New Jersey set out to solve a pressing challenge: attracting more patients amid fierce competition. By partnering with CDM Suite and embracing custom audience targeting through Google Ads, they saw a dramatic 76% jump in qualified phone leads—proving that the right strategy can turn online searches into real-world appointments, fast.

Client Background: Who’s Behind the Success?

The client is a modern outpatient diagnostic imaging center serving Bergen and Passaic Counties, NJ. Their suite of services—MRIs, CT scans, ultrasounds, echocardiograms, and X-rays—positions them as a crucial hub for patients seeking answers and peace of mind.

In an industry where trust and expertise are non-negotiable, their goal was twofold:

• Attract new patients actively searching for imaging solutions
• Reinforce their reputation for high-quality, patient-centered care

This story matters because the stakes are high: patients need timely, accurate diagnostics, and clinics can’t afford to be overlooked in a crowded digital marketplace. Learn more about healthcare marketing trends on our blog.

The Challenge: Standing Out in a Crowded Digital Health Market

1. Fierce Local Competition

Bergen and Passaic Counties are home to numerous imaging providers, each vying for the same pool of patients. The sheer volume of options on Google means clinics that don’t strategically advertise risk being buried beneath better-optimized competitors.

2. Rising Patient Expectations

Today’s healthcare consumers expect immediacy, convenience, and transparency. When a health concern strikes, they want fast answers—and they start their search online. According to Google, 77% of patients use search engines before booking medical appointments (source: Think with Google).

3. Budget Constraints

With a monthly ad spend capped at $1,000, every dollar had to work hard. The imaging center needed a campaign that could punch above its weight—delivering real, measurable results without the luxury of a big-city marketing budget.

4. Need for High-Quality Leads

It’s not just about clicks—it’s about attracting genuine patients ready to call and book. Unqualified leads would only waste staff time and resources.

The Solution: Precision Meets Personalization in Google Ads

A. Audience Targeting: Zeroing in on the Right Patients

Instead of casting a wide net, CDM Suite deployed a custom audience targeting approach:

• Income Class: Focused on users in the top 50% income bracket, ensuring the clinic appeared for patients most likely to afford out-of-pocket diagnostic services.
• Age Segmentation: Targeted adults aged 25–65+, matching the typical demographic for imaging needs.
• Interest-Based Segments: Reached users expressing interest in health-related content, medical diagnostics, and outpatient care.
• Geographic Focus: Restricted to Bergen and Passaic Counties for hyper-local relevance.

B. Campaign Design: Intent-Driven & Action-Oriented

Two main ad types powered the campaign:

• Search Ads: Captured users actively searching for imaging services, using tightly matched keywords like “MRI near me,” “CT scan Bergen County,” and similar high-intent phrases.
• Click-to-Call Ads: Let ready-to-act prospects call the center directly from the search results, shortening the path from search to appointment.

C. Creative Messaging: Trust, Convenience, and Unique Selling Propositions

The best-performing ad highlighted:

• A team of trained radiology experts
• 100% radiation-free options
• No long wait times
• Free CD of MRI images for patient records
• A strong “Call Now” call-to-action

D. Continuous Optimization: Data-Driven Refinement

Throughout the campaign, the CDM Suite team:

• Monitored call quality and conversion rates weekly
• Adjusted keyword bids and ad placements for maximum efficiency
• Excluded underperforming keywords and negative search terms
• Used ad extensions (location, callouts) to boost visibility and trust

Results: The Numbers Tell the Story

Key Performance Outcomes

• 76% increase in high-quality phone call leads (compared to the previous period)
• 3.45% click-through rate (CTR) on the best-performing ad, outpacing industry benchmarks
• 76 phone calls generated directly from the top ad
• 120 total leads over four weeks, with a steady week-over-week climb
• 7,943 unique impressions—demonstrating strong local search volume and ad relevance
• Consistent lead growth: Weekly reports showed a growing pipeline, reflecting both campaign momentum and local word-of-mouth
• All achieved on a $1,000/month budget

“The phone started ringing more than ever. We filled appointment slots that used to sit empty, and patients kept mentioning they found us on Google. It was a game-changer for our practice.”
— Practice Manager, Medical Imaging Center

Visualizing the Impact

Key Takeaways: What Other Healthcare Marketers Can Learn

1. Audience Targeting Is Everything
Don’t waste budget on generic audiences. Drill down by income, age, interests, and local geography to reach those most likely to convert.

2. Intent-Based Keywords Drive Results
Use keywords that signal patient readiness to book (e.g., “MRI same day,” “CT scan near me”). Avoid broad terms that attract irrelevant traffic.

3. Optimize for Phone Calls, Not Just Clicks
Click-to-call ads and call tracking are essential for medical practices. Most patients want to speak directly, especially for health decisions.

4. Track and Optimize Relentlessly
Monitor weekly reports, adjust bids, and refine your negative keyword list. Small tweaks can yield big gains over a month.

5. Stand Out With Unique Selling Points
Highlight what makes your clinic different—like 100% radiation-free options, no wait times, or special patient perks. Visit CDM Suite for more strategies.

Ready to Turn Searchers Into New Patients?

If your medical practice isn’t showing up when patients are searching, you’re missing out on appointments, revenue, and community trust. With the right Google Ads strategy, you can fill your schedule, build your brand, and focus on delivering excellent care.

Want to see how your clinic stacks up?

Get a free 3-minute marketing assessment from CDM Suite and receive a custom growth plan—tailored to help you dominate local search and attract more patients, starting now.