SEO and PPC as one system — +35% patient acquisition.
For US healthcare clients at Active Marketing Services, I led SEO and paid search together and rebuilt the funnels they fed — lifting patient acquisition without lifting the budget.
The situation
At Active Marketing Services, I led SEO and paid search for US healthcare clients whose channels were being run in isolation — one team chasing rankings, another buying clicks, and no shared view of which effort actually produced patients.
The brief was simple to state and harder to do: raise patient acquisition without raising the budget, by making SEO and PPC pull in the same direction and by fixing the funnel they both fed.
What needed fixing
- Split channels: SEO and PPC optimized separately, competing for the same queries instead of complementing each other.
- Leaky funnels: traffic arrived but lead quality and conversion were left to chance.
- No analytics loop: decisions ran on channel-level vanity metrics, not downstream patient outcomes.
What I did
Ran SEO and PPC as one system
Aligned organic and paid around the same high-intent queries and patient journeys, so paid covered immediate demand while SEO compounded — no cannibalization, one strategy.
Rebuilt the funnels
Reworked landing pages, forms, and lead-qualification so more of the traffic became qualified, booked patients rather than raw leads.
Closed the analytics loop
Used analytics to judge campaigns on patient acquisition and lead quality, and continuously refined targeting and spend against those outcomes.
Results
Run as one system, the program lifted patient acquisition roughly 35% for the healthcare clients — without added budget, on better-qualified demand.
Relative change · source: client analytics · absolute figures withheld
Results are reported from client analytics on downstream patient acquisition and lead quality — not channel-level vanity metrics. Absolute figures are withheld; results shown in relative terms.
"He doesn’t chase vanity metrics. He thinks like an owner, communicates like a partner, and makes your budget work like it’s his own."