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NEMT Google Ads Case Study: 56 Phone Call Leads at $14.75 Per Lead
Background: The Core Challenge
A local Non-Emergency Medical Transportation (NEMT) provider wanted to generate more private-pay phone call leads without relying heavily on broker trips.
Its previous campaigns were not consistently reaching the right audience, resulting in wasted ad spend and inquiries that did not match the company’s private-pay focus. Pasted markdown
For an NEMT company, getting more calls is not enough. The campaign needs to reach people actively looking for the transportation services the business wants to provide.
The challenge was to reduce irrelevant traffic while putting more of the advertising budget toward high-intent private-pay searches.
Strategic Execution: What I Changed
I built a Google Ads strategy for the NEMT company focused on search intent and phone call generation.
My work included:
- ✓Targeting high-intent booking keywords
- ✓Adding negative keywords for taxi, Uber, Medicaid, and other irrelevant searches
- ✓Creating call-focused ads
- ✓Organizing campaigns around services and locations
- ✓Setting up conversion tracking
- ✓Using performance data and smart bidding to optimize the campaign
Instead of treating every NEMT-related search as equally valuable, I focused the campaign on searches that better matched the company’s private-pay business model. Pasted markdown
Documented Campaign Results
Over the 30-day reporting period, the campaign generated measurable phone call activity from the advertising budget.
Google Ads performance showing 56 phone call leads from $826 in ad spend at a $14.75 cost per lead.
The campaign generated 152 clicks and 56 phone call leads from $826 in total ad spend.
The reported cost per lead was $14.75. These figures represent phone call leads, not confirmed booked rides or revenue. Pasted markdown
Business Impact & Key Takeaways
The campaign created a direct path for people searching for NEMT services to call the business instead of depending solely on broker-generated trip opportunities.
For this project, the acquisition journey was:
High-Intent NEMT Search → Google Ad → Phone Call Lead → Potential Private-Pay Booking
This NEMT Google Ads case study shows how tighter keyword targeting, negative keywords, call-focused ads, campaign structure, and conversion tracking can help direct advertising spend toward more relevant NEMT phone call opportunities.
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Sheak Sajib Uddin
NEMT & Pediatric Marketing ConsultantShare This Case Study
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