My FootDr.

My FootDr is Australia’s largest podiatry group, with over 97 clinics nationally. Every clinic is equipped with state-of-the-art podiatry equipment and they take a sophisticated approach to deliver world-class podiatry care.

My FootDr partnered with us in September 2019 to enhance its lead generation strategy and improve the immediate efficiency of their performance campaigns. The vision was to then be able to scale up in the near future while maintaining ROI.

The existing structure of their Google Ads account was resulting in a high cost per conversion and reporting was skewed. Branded searches were being swept up in non-brand search campaigns and maximise conversions bidding was driving up costs under the existing structure. We needed to implement a granular account structure so that we could closely align our strategy with local demand, serviceability at the franchise level, profitability, and budgets.

We began to lay the foundations for a scalable and integrated digital strategy. After implementing a granular campaign structure and tight geo-targeting, we had far better control over bidding strategies and budget allocation. Considering that each clinic has a state-of-the-art service offering, there was a huge opportunity to target location and service-based searches. A clinic service matrix was created so that we were only bidding on searches for available services. We also leveraged dynamic landing pages and distinct URLs, which My FootDr designed to create a unique landing page experience for each user searching for a specific service in their area. This considerably improved ad relevance and click through rates.