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A US medical billing company needed a steady flow of high-quality leads from practices. We built Google Ads search campaigns around search intent, location-based targeting and precise keyword bidding, with conversion tracking on every enquiry. The account brought in 643 leads from 3.39K clicks.
The project
A medical billing company in the United States wanted high-quality leads through Google Ads: practices looking for a billing partner, not general traffic. Its buyers are practice owners and managers, so every click had to come from a business that could become a client.
We ran search campaigns built on search intent, location-based targeting and precise keyword bidding, with campaign budget optimization and conversion tracking so each enquiry was counted against the keyword that produced it.
The account turned 31.9K impressions into 3.39K clicks and 643 leads on $2.74K of ad spend. That works out to about $4.26 per lead, with roughly 19% of clicks becoming an enquiry.
Kept private: the client's name, the states they serve and their ad copy. Ask us on a call about the setup in more detail.
Results
Figures as reported from the client's Google Ads account. Leads are the enquiries counted by its conversion tracking.
Enquiries from practices
Counted by the account's conversion tracking.
Visits from search ads
People who clicked through to the website.
Times the ads were shown
On Google search, in the targeted locations.
Total ad spend
Paid to Google for the clicks above.
| Metric | This account | Industry average* |
|---|---|---|
| Cost per lead | $4.26 | $93.69 |
| Cost per click | $0.81 | $5.87 |
| Click-through rate | 10.6% | 6.10% |
| Clicks that became leads | 19% | 4.85% |
This account's rates are approximate because the published figures are rounded. *Business services averages from LocaliQ's search advertising benchmarks, across its customers' Google and Microsoft Ads campaigns. Lead definitions differ between accounts, so read them as context, not a like-for-like comparison. Source: LocaliQ
Leads are the start, not the finish. For a billing company, the numbers that decide whether ads pay off are discovery calls and signed practices. That's why we recommend marking each lead's outcome in your CRM, so cost per new client becomes visible, not just cost per lead.
How we ran it
Here is what each part of this account's setup does, and how B2B medical billing changes the way it works.
Want this for your billing company?
For billing companies
Google Ads reports the first two steps. The last three live in your CRM, and they decide what a lead is really worth.
A practice owner or manager searches for billing help and clicks your ad.
MeasureCost per click, search terms
This project: about $0.81 per click
They call or send the contact form, and the lead is recorded.
MeasureCost per lead
This project: about $4.26 per lead
Practice size, specialty and current billing setup match who you serve.
MeasureShare of leads that qualify
Tracked in your CRM
Your team talks through their claims, denials and collections.
MeasureCalls booked and held
Tracked in your CRM
The practice signs and starts billing with you.
MeasureCost per new client, monthly fee
Tracked in your CRM
Value of one lead
$1,620 per lead
For reference, leads in this project cost about $4.26 each. Your cost depends on your states, specialties and competition.
Value per lead is monthly fee × months retained × share of leads that qualify × share of qualified leads that sign. It ignores your cost of delivering the service, so treat it as the most you could pay per lead before a client stops being profitable.
Add these numbers to my proposalA medical billing company in the United States. We don't name clients without their written permission, so this page describes the type of business, the goal and the results instead.
Leads are the enquiries counted by the account's conversion tracking. When we set up your account, we agree which actions count, such as calls and contact forms, and how your team marks which leads became discovery calls and signed practices.
Searches that include "medical billing" also come from people looking for jobs, courses and certification. We exclude those terms, write ads that speak to practice owners and managers, and review the search terms regularly so new ones get blocked.
Yes. Location targeting shows ads only in the states or regions you choose, and separate budgets let spend follow the areas where you want more clients.
They do different jobs. Google Ads reaches practices that are searching for a billing partner right now. LinkedIn reaches practice owners and managers who aren't searching yet. Many billing companies start with Google Ads search and add LinkedIn once tracking shows which leads turn into clients.
We can't promise the same numbers. Cost per lead depends on the states and specialties you target, competition, your offer and your budget. After reviewing your website and any ad accounts, we'll tell you what's realistic and how we'll measure lead quality.
Search campaigns can bring enquiries soon after launch, once tracking is in place. Because billing contracts take time to close, we judge the first months on qualified leads and discovery calls, not just lead volume.
Yes. We work in your own Google Ads account or create one in your business's name, so the campaigns and their history stay with you.
Contact us
Send a few details about your business and what you need. We reply with a clear next step: a consultation, a written proposal or a free marketing audit.
We review your website first, then reply with the services and scope that fit.
Insights
Practical advice on winning practices as clients, from search ads to LinkedIn and tracking leads to signed contracts.
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