×
White label

75 monthly callback leads for an Australian healthtech provider

Project Overview

Organization

Healthcare technology provider

Industry

Healthcare technology

Duration

Ongoing - 6+ months

Location

Australia

Engagement model

Retainer

Products / Services Used

  • Google Ads
  • Search campaigns
  • Performance Max
  • Meta lead generation
  • Meta remarketing
  • Conversion tracking
  • Server-side GTM
  • GA4
  • Meta Conversions API
  • Monthly creative refresh

The client is a well-established provider of personal safety and remote monitoring technology for older Australians and their carers. Its products are wearable emergency alarms, GPS tracking devices, in-home monitoring systems, and telehealth-integrated safety units.

‍

Its digital advertising activity was minimal and loosely structured. It had never invested in a strategic, multi-channel paid media programme and had no clear view of what it could deliver.

‍

Since sales relied on inbound callback requests, the client needed more qualified callback requests, along with a clearer path from advertising spend to closed sales.

Performance Insights

Key results for the client

75

Monthly callback leads

35%

Lead-to-sale conversion rate

28

Average monthly sales

38%

Reduction in blended CPL

Client Objectives

What was holding the client back

1.
Campaigns were not segmented by intent

Search, display, and brand keywords were grouped into one campaign with no clear bid strategy. The budget was being directed towards low-intent traffic.

2.
High-intent visitors were being lost

The client had no remarketing activity in place. Visitors who browsed product pages or began an enquiry flow had no further opportunity to re-engage with the brand.

3.
Meta was not part of the acquisition strategy

The product category was well suited to visual and emotionally led advertising, but the client had no Facebook or Instagram presence. It was a large gap across the awareness and consideration stages of the customer journey.

4.
Conversion tracking was unreliable

Lead volume and quality could not be measured accurately. Without reliable conversion signals, bidding algorithms were optimized with incomplete data -  limiting performance across every channel simultaneously. 

Mavlers Strategy

We built a full-funnel paid media programme

The solution was a multi-channel paid media architecture covering the full buyer journey, from initial awareness through to conversion. Each channel was given a defined role.

1.
Google Search for high-intent demand capture

Google Search received 90% of the budget. The focus was on high-intent keyword targeting, tightly grouped ad groups, and dedicated landing pages for each product category.

2.
Performance Max for reach expansion

Performance Max campaigns were used to expand reach across YouTube, Display, Gmail, and Maps. Product feeds and custom audience signals helped the campaigns connect with people showing relevant intent.

3.
Meta lead generation for awareness

Meta lead generation campaigns targeted carers and adult children aged 35–65. Instant Forms reduced friction and made it easier for interested prospects to submit their details.

4.
Meta remarketing for warm audiences

Remarketing campaigns re-engaged website visitors, video viewers, and people who opened but did not complete a lead form. Product-specific testimonials and urgency messaging were used to move warm prospects closer to conversion.

5.
Tracking built around accurate conversion signals

Server-side GTM, GA4, and Meta CAPI were integrated to improve attribution and ensure that lead events were recorded accurately across platforms.

Results

What MasterRemit achieved

Key Challenge

Creative approvals delayed Meta launch by 3 weeks


Healthcare advertising on Meta requires review from both the client's legal team and Meta's own ad review system. Approvals scheduled for week one were delayed by nearly three weeks, meaning Meta lead gen launched late and Google Search ran its first month without the Meta awareness layer in place.

During the gap, we doubled down on Google Search - expanding into mid-funnel terms and increasing budget toward Top of Search. In parallel, we built the full Meta remarketing architecture, warmed the pixel with traffic campaigns using pre-approved imagery, and seeded baseline audience sizes before lead gen launched. When Meta went live, the cold-start learning period dropped from the typical two to three weeks to under seven days.

‍

‍

‍

‍

Before and After


Before After
Search, display, and brand activity combined in one campaign Campaigns segmented by intent and product category
No strategic remarketing activity Remarketing audiences built around engagement depth
No Meta lead generation programme Three Meta lead generation campaigns launched
Unreliable conversion tracking Server-side GTM, GA4, and Meta CAPI integrated
Approximately 2.8% Google Search CTR 8.4% Google Search CTR
Estimated 35% wasted spend Less than 8% wasted spend
Four callback leads expected per month 75 callback leads per month
One sale expected per month 28 average sales per month
No clear view of paid media performance Clearer attribution from ad spend to sales

‍

‍

The insights

What comes next

The engagement is continuing and expanding. 

Following the success of the initial programme, conversations have started around YouTube pre-roll campaigns targeting adult children with emotionally led brand video, an SEO content strategy for high-intent personal safety and aged care search terms, and email nurture sequences for leads who submit a callback request but do not convert within seven days. 

A significant budget scale-up is planned for Q3, with paid media now serving as the client's primary revenue acquisition engine.

We came in with low expectations - paid media had never worked for us the way we hoped. Within 3 months we were seeing more qualified leads per week than we’d previously seen in a quarter. The team understood our product, our customers, and the sensitivity of marketing in the healthcare space. They didn’t just run ads - they built a real acquisition machine for us.

Sandra Field
General Manager, Operations

Healthcare Technology Provider, Australia

Related Case Studies

Results that speak
for them selves.

Migrating 9,000+ pages across 12 languages

Successful migration of 9,000+ pages across 12+ languages, with no critical downtime.

80% CPR reduction and 3x ROI over 6 years

Multi-channel strategy driving 50%+ monthly registration growth.

35% cost reduction while scaling SEO delivery globally

Ogilvy needed to scale SEO delivery across multiple markets without expanding headcount. Mavlers stepped in as their invisible production partner.

View all case studiesView all case studies
Mavlers Agency
contact@mavlers.agency
© Copyright 2026 Mavlers Agency. All rights reserved.
Privacy PolicyResource Hub