Project Title
Google Ads Campaign
Italian Health & Wellness Service
Project Overview
A confidential client operating in the Italian health and wellness sector needed a structured Google Ads strategy capable of generating consistent, qualified appointment bookings at a sustainable cost. The business offered a niche service with strong demand but limited digital visibility. The goal was to build a scalable paid search presence from the ground up — driving high-intent traffic to dedicated landing pages and converting visitors into booked consultations.
A data-driven Google Ads strategy for a specialised service provider in Italy — built for lead generation, refined through A/B testing, and scaled to deliver a 540% increase in conversions year over year.
Platform
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WordPress
Template Framework
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Elementor Pro
SEO
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Google Ads Optimised Landing Pages Structure
Cittago - Google Ads
A data-driven Google Ads strategy for a specialised service provider in Italy
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The Challenge
The client had an existing web presence but no structured paid advertising strategy. Organic visibility alone was insufficient to capture the volume of demand available in the market. The brief required building campaigns that could reach the right audience at the moment of intent, direct them to purpose-built landing pages, and generate measurable appointment bookings — all within a controlled budget.
A secondary challenge was identifying which messaging and landing page approach would perform best. With multiple positioning angles available, the strategy needed to test these systematically before scaling.
The Solution
A full Google Ads strategy built around search intent — structured campaigns targeting high-intent keywords aligned with the client’s specific service offering across the Italian market.
Two dedicated landing pages were developed and run simultaneously as an A/B test, each presenting the service with a different messaging angle and call-to-action flow. Performance data was monitored continuously, and budget was progressively shifted toward the higher-converting variant as statistically significant results emerged.
Campaign structure, ad copy, bidding strategy, and audience targeting were refined iteratively over a 12-month period, compounding improvements across each optimisation cycle.
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Key Features
- Google Ads campaign strategy and full account setup
- High-intent keyword research and targeting for the Italian market
- A/B testing across two dedicated landing pages with distinct messaging
- Conversion tracking and appointment booking funnel monitoring
- Iterative optimisation of bids, ad copy, and audience targeting
- Month-over-month performance reporting and strategy adjustment
Results
Year-over-year comparison (March 2025 vs. March 2026):
- Clicks: +66% (1,850 → 3,070)
- Conversions: +540% (15 → 96)
- Cost per conversion: reduced significantly despite increased spend
- Impressions maintained at scale: 344K–378K/month
A 540% increase in conversions with a contained budget increase demonstrates the compound effect of systematic campaign optimisation and landing page testing over time.
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Service
- Google Ads
- Landing Page A/B Testing
- Conversion Rate Optimisation
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