The challenge
North Central London LMS (NCL LMS) needed to increase awareness of the new personalised maternity services website across North Central London.
Our response
We researched the local population and identified that Facebook and Google were the most suitable approach. We also conducted comprehensive keyword research and refined the Google ads for our target audience. This information influenced the design of the Facebook ads.
We divided the Facebook ads into two routes, based on the audience needs: one for first-time mums with information on what to expect; the other for mums who have been pregnant before with information about the improved choice and personalised service.
- Facebook account set-up.
- Google Ad set-up and management.
- Research and implementation of targeting strategies.
- Testing multiple ad formats, ad copy and ad creative in the form of carousel versus static image, and illustration versus photographic routes.
Outcomes
The campaign was successful in increasing awareness of maternity services in North Central London.
- A Google Ad click-through-rate seven times higher than the healthcare industry average.
- A 3,000 per cent increase in website visits.
- An increased number of calls and form completions.