Timeframe: April – May 2026

Brief

A maternity-industry service provider sought to generate bookings through Google Search Ads across Northern Ireland, targeting prospective clients searching for relevant maternity services.

Process

Counter Digital structured a Google Search campaign tailored to the service's key audience: expectant parents researching maternity-related services within Northern Ireland.

Keyword strategy was built around service-specific and intent-driven search terms, with geographic targeting refined to Northern Ireland. Ad copy highlighted the value proposition and booking process clearly, reducing friction for prospective clients.

Conversion tracking was configured to capture bookings accurately, with bid strategy optimised accordingly. Ongoing optimisation concentrated on search term refinement, ad copy testing, and bidding adjustments to maintain a cost-efficient booking rate against the service's average purchase value.

Results

95 bookings generated across two months
Average cost per booking of £5.34
Average purchase price of approximately £90 per booking

Process

Counter Digital built a Google Search campaign targeting high-intent dental-related search terms across Dublin. Keyword strategy focused on treatment-specific terms alongside branded and local search queries, with careful negative keyword management to filter irrelevant traffic.

Ad copy was developed with a strong focus on trust signals, service availability, and clear calls to action directing users to book online or by phone.

Bid strategies were optimised towards booking conversions, with campaign structure allowing performance visibility across different treatment categories. Ongoing work focused on Quality Score improvements, search term analysis, and adjusting bids by time-of-day and device to maximise booking volume.