Executive Summary (Dec 2025 – Mar 2026)

Total Impressions

113K+

High-intent BPH/PAE

CTR Trend

3.97%

+17.5% from Dec

Total Leads

130

Forms + Calls

Call Share (Mar)

16%

Up from 0-3%

Key Performance Wins

1

Ad relevance improving: CTR risen 3.38% → 3.48% → 3.97% despite major structural changes and tighter targeting

2

Demand proven: 113k+ impressions on high-intent BPH/PAE terms; friction is at travel/pricing stage, not ad-click

3

Calls gaining traction: March shows 16% call share (3 of 19 leads), aligned with call-led strategy shift

Performance Analytics

Click-Through Rate Trend

Insight: CTR improvement indicates strong ad-market fit despite targeting refinements.

CPL vs Conversion Rate

Alert: March CPL spike to $99 requires optimization; conversion rate remained flat.

Lead Mix: Forms vs Calls

Campaign Performance (Conversions)

Audience Insights

Device Distribution

80%+ Mobile - Primary channel for impressions, clicks, and leads

Location CPL Comparison (Jan vs Mar)

Jan Winners: Montreal ($15.56) Mar Winners: Richmond Hill ($25.75)

Age Targeting

Men 45+ with +20% bid adjustment on 65+. Ages 18-44 excluded from high-intent ad groups.

Gender Focus

Core search experiments are male-only. Female/undetermined excluded to maintain budget focus.

Geographic Focus

Concentrated on Ontario/GTA. Montreal removed from core setups to reduce French-only leads.

Lead Quality Analysis

Form Lead Quality Issues

Language Barrier

French-speaking leads increasing friction in English-led Florida workflow

Contactability

Many records show "no answer", "no voicemail", or "line busy"

Intent Mismatch

Some seeking local Canadian treatment or don't recall submitting form

Travel Unwilling

Several leads clearly state unwillingness to travel to Florida

Strategic Pivot: Budget Mix Optimization

Current State (Dec-Feb)

95% Forms

High volume but quality issues with language barriers

Target State (Q2 2026)

40% Forms / 60% Calls

Call-optimized campaigns allow real-time qualification

Strategic Roadmap & Next Steps

Channel Expansion

  • YouTube Ads: Explainer videos on PAE procedure and patient stories
  • Remarketing: Dedicated audiences for site visitors and form starters
  • Customer Match: Exclude current patients, find lookalikes

Experience Optimization

  • Landing Pages: Mobile-first variants for PAE, TURP alternatives
  • Lead Qualification: Add travel willingness and diagnosis questions
  • A/B Testing: Headlines and CTAs based on scroll depth

Advanced Analytics

  • Data Analysis: Keyword + location + time combination insights
  • Creative Testing: Rapid iteration on proven messaging angles
  • New Treatments: UFE, GAE, hemorrhoid campaign tests

Immediate Action Items (Next 30 Days)

Priority 1
Launch Call-First Campaigns
Shift 60% budget to call-optimized journeys
Priority 2
Deploy Mobile Landing Pages
Treatment-specific variants with clear CTAs
Priority 3
Add Lead Qualification
Travel intent and diagnosis questions
Priority 4
Scale PMax Experiment
Broader treatment-focused assets