Case Note · Psychiatry clinic in İzmir, Türkiye
Psychiatry clinic: appointment requests at ₺55-85 in a competitive city center
In a highly competitive city center, appointment request costs were kept in the ₺55-85 range by systematically cleaning out wrong-intent searches. A separate campaign was built for the English-speaking segment.
The numbers are real account data; the business name is withheld for client confidentiality.
Situation
A city-center market where many clinics and aggregator platforms bid on the same keywords. Clicks are expensive, and the penalty for a wrong click is high.
Part of the budget was going to searches that would never turn into appointments: medication names, report and query searches, and similar.
Diagnosis
Without a regular sweep of search term reports, wrong-intent searches were quietly eating the budget. This needed systematic discipline, not a one-off cleanup.
What was done
- Systematic cleanup of wrong-intent searches (medication, report, query): regular search term audits and negative keyword discipline.
- A separate campaign and separate messaging for the English-speaking patient segment.
- Correct measurement of appointment requests (phone + form); ad copy compliant with health advertising regulation.
Results
Cost per appointment request
₺55-85
range over the period
Wrong-intent spend
[DATA]
to be updated before publication
English segment share
[DATA]
to be updated before publication
Lesson
In a competitive market, the edge comes not from bidding more, but from cutting the wrong click earlier.
Only marketing metrics are shared in this case. In line with health advertising regulation, no claims are made about patients or treatment outcomes.
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