Case Study: BMI Healthcare achieves 29% more leads and 30% lower cost per lead with Marin Software

Twentysix Resuscitates BMI Healthcare’s PPC Strategy with Marin Software

twentysix, an award‑winning full‑service digital agency based in Leeds, partnered with BMI Healthcare — a UK private healthcare provider operating 60 hospitals — to revive BMI’s underperforming PPC channel. BMI relied heavily on paid search for online leads but faced wasted media spend, limited access to historical data from a previous agency, and aggressive competitor investment, so twentysix had to restructure the account and find consistently converting keywords without breaking the budget.

twentysix implemented Marin Software’s bidding and optimization to automate bid management, freeing time for deeper performance analysis (day/time, device, platforms), introducing RLSAs and expanding Bing activity to capture incremental leads. The approach delivered a 29% increase in lead volumes, a 30% reduction in overall cost per lead, and improved local search visibility despite weaker organic performance.

BMI Healthcare

Solomon Degia

Head of Digital