One Health | Paid Marketing

Dear website visitor

Please note that this is a case study for my assignment in the CareerFoundry digital marketing course. One Health is a fictional company created for this assignment.

To gain practical experience, I ran a paid ads campaigns as if One Health were a real business.

Please, feel free to download the entire case study for a more in-depth look.

The Client

With over 50 years of experience, One Health, a general hospital in New York City, offers a range of diagnostic and therapeutic services. Recognizing the emergence of new health trends in recent years, the hospital now seeks to expand its services to include telemedicine.

The Callenge

One Health’s leadership aims to:

Expand their reach on social media and raise awareness around their new digital health services.
Gather more leads with paid marketing campaigns.
Expand their customer base.
Explore new marketing channels with a potential higher ROI.

The Solution

A woman in front of a blackboard, pointing up.

To address these challenges, I decided to opt in for paid advertising campaigns:

I designed and launched social ad campaigns on Meta to raise awareness, while an ad campaign on Google targeted users in the consideration stage.
I conducted performance analysis using Google Sheets and pivot tables to analyze the data from the paid campaigns.
I set up A/B test campaigns

A man bringing a package, knocking on a door.

Other Key Deliverables

Other key deliverables included the following:

Target personas and target audience definition.
SMART Goal setting & funnel design.
Research on how to conduct ethical ad campaigns for a health brand

The Results

As mentioned, One Health is a fictional company and this is a course assignment. However, the ads I ran, especially Google Ads, yielded positive results: despite only spending a low amount on Google Ads, I managed to achieve a 1.26% CTR, an average CPC of $0.24, and a 2.6% conversion rate. Please, take a look at the screenshots of my Google Ads campaign:

Regarding Facebook Ads, they had a very low CTR, which is understandable given that the campaign’s objective was awareness. They weren’t optimized for traffic or conversions.