Case Study: Global Healthcare Company boosts leads and conversions with Further

Google Marketing Platform Expertise Creates Advertising Wins for Global Healthcare Client

The customer, a global healthcare company, was an advanced user of Campaign Manager 360 but sought to leverage the full Google Marketing Platform (GMP) stack for improved marketing performance and tracking. Their challenge was to move beyond their existing setup to generate more leads and conversions through a more sophisticated, integrated approach.

Further implemented a holistic ad trafficking strategy, establishing integrations between CM360 and other GMP tools like Display & Video 360 and Search Ads 360. They coordinated complex campaigns using diverse ad formats and employed granular tracking with variable URL suffixes. This solution enabled the client to track multiple conversion actions, resulting in a 13% increase in primary leads, a 20% increase in conversion rate, a 26% increase in secondary conversions, and a 3% decrease in CPA.