For a local medical imaging center, new patients almost always start the same way: a doctor refers them, or they search online and call. That second path is where Google Ads earns its keep, and this case study shows exactly what a well-structured campaign can do in a short period of time.

The client

An outpatient diagnostic imaging center serving Bergen County and Passaic County in New Jersey. The center offers a full range of imaging services including MRIs, CT scans, ultrasounds, echocardiograms, and X-rays.

Like most local healthcare providers, they had strong clinical capabilities and a good reputation in their community. The challenge was getting in front of the right people at the moment they needed imaging services.

The problem

Attracting new patients in a competitive local market is harder than it looks from the outside. Larger hospital systems and imaging networks have significant brand recognition. Independent outpatient centers need to be visible and accessible when a patient or their referring physician goes looking.

Their two main challenges were straightforward: reach potential patients who were actively looking for imaging services, and make it as easy as possible for those people to pick up the phone and call.

The goal

Generate high-quality phone calls and leads, increase the volume of new patients coming through the door, and do it in a way that made efficient use of a defined monthly ad budget.

The strategy

The campaign was built around two core ad types, both focused on driving direct contact rather than just website traffic.

Search ads targeted people who were actively searching for imaging services. This is high-intent traffic, people who are already in the mindset of finding a provider and booking an appointment. Reaching them at that exact moment, with a clear and relevant ad, is one of the most effective things Google Ads can do.

Click-to-call ads were layered in specifically to reduce friction between ad click and phone call. On mobile, these ads put a direct call button front and center. For a healthcare service where people are often anxious and want to speak to someone quickly, removing every possible barrier between interest and contact matters.

Audience targeting was built around specific criteria: income level, age (25 to 65+), and demonstrated interest in health-related services and diagnostics. This kept ad spend focused on the people most likely to actually need and book an imaging appointment, rather than burning budget on broad, unqualified traffic.

The campaign ran in English and was geographically targeted to Bergen County and Passaic County.

The results

Within 30 days, the campaign produced a 76% increase in high-quality phone call leads for the center.

The best-performing ad alone generated 76 high-quality phone calls and achieved a click-through rate of 3.45%. For context, a strong CTR for healthcare search ads typically falls between 2% and 4%, so this campaign was performing at the top of that range.

The total monthly ad spend was $1,000.

What drove the performance

A few things were working well here that are worth pulling out.

Intent-based targeting. Search ads that show up when someone types "MRI near me" or "CT scan Bergen County" are reaching people with an immediate need. That's fundamentally different from an ad that interrupts someone scrolling through their feed. The intent is already there. The ad just needs to show up and be relevant.

Audience layering. Adding income and interest-based filters to a search campaign narrows the audience to people who are both looking for the service and realistically positioned to use it. This improves lead quality, not just lead volume.

Friction removal. Click-to-call ads on mobile mean a patient can go from seeing the ad to speaking with the front desk in a single tap. In healthcare specifically, where people often want reassurance before booking, that directness converts well.

Tight geographic focus. Running the campaign within two specific counties kept the budget concentrated on the local market the center actually serves, rather than spreading it thin across a wider region.

Why this matters for local healthcare providers

Independent clinics, imaging centers, physiotherapy practices, and other local healthcare providers often underestimate what a well-targeted Google Ads campaign can do for patient acquisition.

The assumption is that healthcare marketing is complicated, heavily regulated, or only accessible to larger organizations with big budgets. None of that is true at the local level. A focused campaign with a reasonable monthly budget, the right targeting, and the right ad types can produce measurable results in the first 30 days.

The key is precision. Broad campaigns with generic targeting waste money. Campaigns built around how your specific patients search, what they need to see in an ad, and what action you want them to take perform consistently well.

What this looks like for a GTA healthcare business

Medical imaging centers, walk-in clinics, physiotherapy practices, dental offices, and other healthcare providers across the GTA operate in exactly the same kind of competitive local market this campaign was designed for.

Patients are searching. The question is whether your practice shows up when they do, and whether your ads make it easy for them to choose you.

At Kaaname Digital, Google Ads management is part of every Growth and Full Service plan. Every campaign is built around your specific services, your geography, and the type of leads that actually matter to your business.

If you want to see what this could look like for your practice, book a free consultation. We'll look at your market and give you a realistic picture of what a campaign like this could produce.