71% more patient leads on the exact same ad budget.
We ran a 50/50 Google Ads split test for Intrepid Health’s Erin Mills walk-in and family clinic. Half of searchers went to their single generic clinic page; the other half went to service-specific MarSimple Precision Pages.
One generic page vs. a page for every search.
Most clinics run separate ads for walk-in care, flu shots, blood work, and family doctors — then dump every click onto one generic page. We gave each search its own page with the service and clinic location right in the headline.
Regardless of what the patient searched for, they landed on a generic “Erin mills Newest Medical Clinic” page that never mentioned their service.
Same budget. Same keywords. 13 days.
Google split every search 50/50 between the two setups from October 27 to November 8, 2026. Only the destination page changed.
| Metric | Before (Generic Page) | After (Precision Pages) | Impact |
|---|---|---|---|
| Ad Spend | $1,376.21 | $1,381.66 | 50/50 budget split |
| Website Patient Leads | 24.5 | 42.0 | +71.4% more leads |
| Conversion Rate | 4.73% | 7.69% | +62.6% lift (95.4% conf.) |
| Cost Per Lead | $56.17 | $32.90 | -41.4% (-$23.27 / lead) |
| Direct Online Bookings | 11.0 | 20.0 | +81.8% more bookings |
| Final 3-Day Pace (Nov 6–8) | $55.02 / lead (8 leads) | $20.89 / lead (21 leads) | 2.6× leads · -62% cost |
Cost per lead across clinic services.
Walk-In, Blood Work, Urgent Care, and Checkups drove 81% of all patient leads at a blended $23.44 per lead.
| Service | Leads (Before ➔ After) | Cost / Lead (Before ➔ After) | Impact | Takeaway |
|---|---|---|---|---|
| Walk-In Clinic | 12.0 ➔ 21.8 | $48.80 ➔ $28.40 | -42% cost / lead | Core volume driver — 82% more patient leads. |
| Blood Work & Lab | 1.0 ➔ 7.0 | $49.05 ➔ $11.38 | -77% cost / lead | 7× more leads at a 13.0% conversion rate. |
| Urgent Care | 3.0 ➔ 3.0 | $27.99 ➔ $18.19 | -35% cost / lead | Same lead volume on 35% less spend. |
| Medical Checkups | 0.5 ➔ 2.0 | $5.46 ➔ $19.45 | 4× lead volume | Scaled checkup bookings at $19.45 per lead. |
| General Illness | 1.0 ➔ 1.0 | $83.80 ➔ $37.09 | -56% cost / lead | Higher page relevance cut click costs in half. |
| Flu Shots & Vaccines | 0 ➔ 2.0 | — ➔ $41.03 | 0 ➔ 2 leads | Generic page converted 0 flu-shot searches. |
| Women's Health | 0 ➔ 1.0 | — ➔ $50.93 | 0 ➔ 1 lead | Captured leads where the generic page got zero. |
Three takeaways for clinic owners.
Answer the search in 2 seconds
When a patient searches for blood work or a flu shot in Mississauga, seeing that exact service and city in the headline lifts conversion rates by 63%.
Google rewards relevant pages
Higher landing page relevance earned 11% more impressions and cheaper clicks on the exact same daily budget.
More bookings train the ads faster
Feeding confirmed patient bookings back to Google pushed cost per lead down to $20.89 in the final three days of the test.
See Precision Pages built for your clinic.
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