Project design and pages
About the project
Aurora is a medical centre in Dnipro with a reproductive medicine practice. iWeb’s task was to launch Google Ads for its priority services and generate enquiries through calls, chat and website forms.
The advertising account had been running since May 2025. We started work in March 2026. This case covers the campaigns’ first reporting month: 1–30 April 2026.
The challenge: launching ads in a sensitive sector
Previous ads had been disapproved under Google’s healthcare policies. The launch required careful attention to ad wording, landing page content and review statuses. We agreed on priority services with the client, prepared a forecast and confirmed the advertising budget.
Landing page and analytics
We developed a dedicated landing page at aurora.dp.ua for advertising traffic. We adjusted account settings and added tracking for intermediate actions on both the landing page and the main website.
We distinguished enquiries from supporting events: received calls, started chats and submitted forms were assessed separately from phone-link clicks, consultation-button clicks and visits to the form.
Building Search campaigns from scratch
We researched keywords despite the limited Keyword Planner data available for this niche. We wrote new ads and created ad assets that passed Google’s review.
We prepared campaigns for the agreed services: insemination, fertility specialist consultations, hysterosalpingography (HSG), hysteroscopy, labiaplasty, hymen reconstruction and medication abortion. We also launched a separate branded Search campaign.
Optimisation after launch
- Reviewed search terms regularly and built separate negative keyword lists for each service.
- Monitored ad statuses and revised ad copy: some ads continued to be disapproved, requiring ongoing review work.
- Prepared Performance Max for the highest-priority services.
- Applied AI Max to campaigns with minimal traffic to expand Search reach.
- Analysed competitors and provided recommendations for the website and branding.
- Agreed on further services and began preparing additional campaigns.
Results for April 2026
From 1 to 30 April 2026, the campaigns generated 40 recorded enquiries. The new campaigns spent part of the month in the learning phase.
| Metric | Result |
|---|---|
| Received calls | 26 |
| Chats | 11 |
| Submitted forms | 3 |
| Total enquiries | 40 |
| Clicks in the report | 741 |
| Impressions in the report | 4,856 |
| CTR | 15.26% |
The screenshot’s “All conversions” column shows 125 events, including intermediate user actions. That does not mean 125 leads: the 40 enquiries comprise 26 calls, 11 chats and 3 forms. This count also does not establish 40 unique patients or confirmed appointments.
Summary
We launched new campaigns for the agreed medical services, set up action tracking and recorded 40 enquiries in the first reporting month. The 15.26% CTR is the share of ad impressions that resulted in clicks in the supplied report.
The next step identified after April was to develop additional service areas and prepare the corresponding advertising campaigns.
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