Google Ads for a health plan broker in Brazil
Google Ads management and monthly reporting for a reseller of Clinipam health plans. In October 2019, 651 quote requests at R$ 14.31 each.
The facts
- Client
- Reseller of Clinipam health plans, an operator based in Curitiba, later acquired by NotreDame Intermédica
- Role
- Running the Google Ads account and the monthly results report
- Period
- About eight months, between 2019 and 2020
- Platforms
- Google Ads and Google Analytics
- Conversion
- A free quote request submitted on the website
- Data
- October 2019 report, with September as the comparison
For about eight months, I ran the Google Ads account of a reseller of Clinipam health plans, an operator based in Curitiba, Brazil. My client was the reseller, not the operator. Every campaign had one goal: a quote request submitted on the website.
What I did
I managed the campaigns in Google Ads and wrote a monthly report that put Google Ads data side by side with the website's Google Analytics.
The report compared each month with the one before: impressions, clicks, CTR, CPC, spend, quote requests, conversion rate and cost per request.
The documented month
The report I kept is the one for October 2019. On almost the same spend as September (R$ 9,314 against R$ 9,293), Google Ads produced 651 quote requests, against 566 the month before. That is 15% more.
Cost per request fell from R$ 16.42 to R$ 14.31, and the conversion rate rose from 18.5% to 23.5%. CTR went from 7.27% to 9.17%, with fewer impressions and a slightly higher average CPC (R$ 3.37 against R$ 3.04).
Across every channel on the website, there were 1,059 quote requests in October, against 971 in September.
What these numbers are
The figures come from the October 2019 monthly report, which I prepared from Google Ads and Google Analytics. They are two months side by side, not a series, so I do not claim a trend from them.
A quote request is a form submitted on the website, not a plan sold. The report does not say how many requests became contracts.
I leave out the report's engagement metrics, such as bounce rate, because engagement tracking at the time was not reliable.
All amounts are in Brazilian reais. This was health plan sales in Brazil, not a US medical practice account. The reseller is not named here. Clinipam appears only as the operator of the plans being sold.
Related services
For healthcare in the US, the service page is healthcare PPC, and the State of Healthcare Marketing 2027 report covers the market with public data. The usual starting point is a fixed price PPC audit.