Healthcare Tech Provider Gets 75 Monthly Leads, Cuts CPL 38%

An established Australian provider of personal safety and remote monitoring technology serves older adults, their families, carers, and aged-care institutions. Its product range includes wearable emergency alarms, GPS tracking devices, in-home monitoring systems, and telehealth-integrated safety units.

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The business approached Mavlers Agency for white-label paid media management across Google and Meta. Previously, its digital advertising was minimal and loosely structured. There was no clear multi-channel acquisition strategy or reliable view of what paid media could deliver. 

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The goal was to generate qualified callback requests and turn those enquiries into paying customers.

• Unstructured campaigns: Search, display, and branded keywords were grouped into one campaign, allowing budget to flow toward low-intent traffic.
• No remarketing: High-intent visitors who viewed products or started enquiry forms had no structured re-engagement journey.
• No Meta acquisition strategy: Facebook and Instagram were not being used to reach carers and adult children.
• Unreliable conversion tracking: Inaccurate lead data left bidding algorithms without dependable conversion signals.
• Delayed creative approvals: Healthcare advertising reviews pushed the Meta lead generation launch back by nearly three weeks.

• Generate at least 4 callback requests per month and convert at least one into a paying customer.
• Build a full-funnel acquisition strategy across Google Ads and Meta.
• Improve lead quality and connect advertising activity to sales outcomes.
• Reduce wasted spend and improve cost efficiency across channels.
• Establish reliable conversion tracking to support smarter bidding and budget allocation.

• Restructured Google Search: Split the existing campaign into branded, high-intent category, and competitor campaigns, each with dedicated budgets, bid strategies, and landing pages.
• Launched Performance Max: Created product-specific asset groups supported by customer lists, high-intent website visitors, and in-market audience signals.
• Built Meta lead generation: Launched three product-category campaigns using Instant Forms, qualification questions, testimonial videos, lifestyle imagery, and benefit-focused carousels.
• Activated remarketing: Segmented website visitors, incomplete lead-form users, and engaged video viewers, then tailored creative to each audience's stage in the decision journey.
• Rebuilt conversion tracking: Implemented server-side Google Tag Manager, GA4, and Meta CAPI to improve attribution and provide cleaner conversion signals.
• Managed ongoing optimization: Reviewed performance weekly, reallocated budgets monthly, refreshed Meta creative every 3–4 weeks, and tested Performance Max asset groups.
• Worked around approval delays: Expanded Google Search coverage during the Meta launch delay and built remarketing audiences in advance, reducing the subsequent cold-start learning period to under seven days.

• 75 monthly callback leads, against an initial target of 4.
• 35% lead-to-sale conversion rate.
• 28 average sales per month, against an initial target of 1.
• 38% reduction in blended cost per lead over six months.
• 8.4% Google Search CTR, up from approximately 2.8% before restructuring.
• 42% Meta lead-form completion rate.
• Under 8% of budget spent on non-converting or wasted traffic, down from an estimated 35%.

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