Case Study: Epitaph Group helps FH Health optimize paid search spend with Skai Experiments

Epitaph reframes FH Health’s paid search spend strategy with Skai’s™ Experiments

Epitaph Group partnered with FH Health, a provider of in-clinic COVID-19 testing services, to help drive more RT-PCR test bookings in Toronto during a summer period when search demand and activity were declining. They needed a way to maximize Google Ads conversions even if CPA increased by 15%, making paid search efficiency and budget allocation a key challenge.

Using Skai’s Experiments, Epitaph Group ran a pre/post bidding experiment across generic and branded campaigns to test the higher CPA target and adjusted spend split. With Skai, the team found that conversions fell by 29% despite CPA staying under the cap, prompting FH Health to reduce spend in the category and shift media dollars away from generic acquisition.

Epitaph Group

Trang Cao

Paid Search Coordinator