generating 1,500+ Patient Starts for bicycle health

Driving Growth Through Expert tCPA Bidding & Optimization

ROLE:
Paid Media Lead

SPEND:
Six-Figures Monthly

IMPACT:
1500+ Patient Starts

FOCUS:
Paid Search

The Challenge

Bicycle Health needed to transform its Google Ads account into a high-velocity acquisition engine. I was tasked with building a modernized account structure from the ground up that could leverage advanced automated bidding while balancing the operational reality of provider supply across different states.

The objectives included:

  • Building a high-performance account structure designed for rapid scale.

  • Transitioning from basic search tactics to expert tCPA and Smart Bidding.

  • Scaling efficiently: Identifying untapped search volume in a highly competitive and regulated space.

  • Aligning national ad spend with state-level clinical capacity.

The Solution

I architected a search strategy focused on technical bidding precision and regional efficiency:

  • Custom Account Structure: Built a clean, scalable campaign map to organize intent, prevent budget waste, and ensure precise reporting.

  • Smart Bidding Modernization: Transitioned the account to tCPA and Maximize Conversions to find the ideal balance of lead volume and efficiency.

  • Supply-Demand Geo-Targeting: Grouped states into tiers based on provider supply, ensuring budget followed clinical capacity in real-time.

  • Keyword Expansion: Captured untapped demand using creative, "out-of-the-box" keyword sets.

  • Integrated CRO: Built keyword-specific landing pages and managed a CRO roadmap to ensure high-intent traffic converted at the highest possible rate.

The impact

This ground-up build established paid search as a primary, predictable growth driver for the organization:

  • 1,500+ Patient Starts in Three Months: Successfully scaled the account from a foundational build to a major source of patient acquisition.

  • 3500 Qualified Leads: Built a high-velocity engine generating consistent top-of-funnel volume.

  • Modernized Efficiency: Proved the effectiveness of tCPA-led scaling, capturing significantly more demand than previous manual-heavy approaches.

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