WellnessMart

Provider of pre-employment testing with 50+ clinic locations across the U.S.

Before

WellnessMart ran Google Ads campaigns focused solely on form loads as conversions — not actual completed appointments. Budgets were lumped together across all locations, and most ads drove traffic to the homepage, limiting relevance and performance.

What I Did

To increase appointment volume and track meaningful outcomes, I made several key changes:

• Developed a custom booking pixel to track confirmed appointments within Google Ads and Analytics

• Rebuilt campaigns with individual budgets for each location

• Organized ad groups by specific services (e.g., Physicals, TB Tests)

• Directed users to localized clinic pages to streamline booking and improve experience

• Launched A/B testing and supported a site refresh to enhance usability and conversion paths

Results

• Appointments increased 35% in the first month, eventually growing 87% over six months

• Website traffic rose 37%, with conversion rates improving from 25% to 36%

• Streamlined campaigns allowed for a 15% reduction in ad spend, driving greater profitability