Mad Banana Case Study
Case Study: How Spectrum Health & Wellness Gained 165% More Search Visibility and 2x Local Leads
81% more organic clicks. 2x local leads. Cost per lead under $5.
Industry: Occupational health | Service: SEO & Google Ads | Timeline: 2 years
Local Lead Generation
We partnered with Spectrum Health & Wellness, an occupational health clinic that provides DOT physicals, DNA testing, drug and alcohol testing, and other workplace health services. The practice already had a live website and a solid foundation but wasn’t reaching its full potential.
The Problem:
Stuck in the fog
Spectrum Health & Wellness had reached a plateau in rankings, traffic, and lead generation. They needed a marketing approach that could connect SEO, Google Ads, and local search into one system to consistently bring in new patients and testing clients.
The Solution:
Peeling back the chaos
We knew relying on a single marketing channel wasn’t the answer here. We needed to create multiple paths so potential patients could easily find Spectrum Health & Wellness when they needed its services most.
The Strategy: Look good. Work good.
We accomplished this goal with a customized strategy that combined SEO, Google Ads, Google Business Profile optimization, and ongoing content creation. Key initiatives included:
- Managing and optimizing 50+ target keywords across website pages and blogs
- Publishing quarterly SEO-focused content around high-intent services and common patient questions
- Maintaining technical SEO through sitemap submissions, schema implementation, clean URLs, breadcrumbs, and ongoing site monitoring
- Posting regularly to Google Business Profile
- Tracking calls, directions, reviews, and website visits
- Continuously optimizing Google Ads campaigns to improve lead quality and reduce cost per acquisition
- Keeping a close eye on performance data to spot new opportunities
This team of digital marketing experts have been instrumental in helping build the clientele for my small business. They are fantastic with their communication regarding updates on how my business is performing, and are always ready to provide feedback on how we can improve or modify a marketing plan so we stay ahead of the ever-changing online advertising market.
-Dr. Lofland of Spectrum Health & Wellness
The Results: Where things get interesting
Over two years, Spectrum Health & Wellness became easier to find online, attracted more local interest, and generated leads more efficiently.
Key outcomes
81%
increase in organic clicks
165%
increase in search impressions
121%
increase in calls from Google Business Profile at peak performance
104%
increase in website clicks from Google Business Profile
<$5
cost per lead across Google Ads campaigns
<$3
cost per conversion for DOT testing campaigns
The Takeaway: Steady SEO plus ads equals serious growth
The strongest results rarely come from a single tactic. Instead of hoping potential patients would find Spectrum’s website, we created multiple opportunities for the clinic to show up when and where their ideal audience was searching.
Search, local, and paid traffic all work together now as a real lead engine. No more crossing fingers and hoping the right people stumble across you.
More Mad Banana results
This team of digital marketing experts have been instrumental in helping build the clientele for my small business. They are fantastic with their communication regarding updates on how my business is performing, and are always ready to provide feedback on how we can improve or modify a marketing plan so we stay ahead of the ever-changing online advertising market.
-Dr. Lofland of Spectrum Health & Wellness
Ready to turn your marketing into a reliable lead engine?
If your website is live but results aren’t there yet, we can help. We work with service-based businesses to connect the dots between their marketing channels so they can attract more clients with less guesswork.