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NEMT Google Ads Case Study: 63 Phone Call Leads at $28.57 Per Lead
Background: The Core Challenge
A local Non-Emergency Medical Transportation (NEMT) provider wanted to generate more private-pay phone call leads while keeping its Google Ads costs under control.
The company was already advertising on Google, but its campaigns were not consistently producing qualified leads, and too much of the budget was being spent on lower-intent traffic. Pasted markdown
The campaign needed to do more than generate clicks. It needed to put the advertising budget toward people actively searching for NEMT services with stronger private-pay intent.
That meant filtering irrelevant searches, improving campaign structure, and making phone call conversions a clearer part of the optimization process.
Strategic Execution: What I Changed
I optimized the Google Ads strategy for the NEMT company around search intent and phone call generation.
My work included:
- ✓Targeting high-intent private-pay NEMT keywords
- ✓Adding negative keywords to filter irrelevant searches
- ✓Creating call-focused ads
- ✓Organizing campaigns by service and location
- ✓Refining bidding based on campaign performance
- ✓Improving conversion tracking
- ✓Continuously monitoring and optimizing the account
The focus was on reducing unnecessary traffic and directing more of the budget toward searches that better matched the company’s private-pay services. Pasted markdown
Documented Campaign Results
Over the 30-day reporting period, the campaign generated measurable phone call activity from Google Ads.
Google Ads performance showing 63 phone call leads from $1.88K in ad spend at a $28.57 cost per lead.
The campaign generated 419 clicks and 63 phone call leads from $1.88K in total ad spend, with a reported cost per lead of $28.57. Pasted markdown
These results represent tracked phone call leads. They do not mean that all 63 calls became confirmed private-pay bookings or generated revenue.
Business Impact & Key Takeaways
The campaign gave the NEMT company a measurable channel for generating direct phone inquiries while focusing its advertising strategy on higher-intent searches.
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 keyword targeting, negative keywords, campaign structure, call-focused ads, conversion tracking, and ongoing optimization can turn Google Ads spend into measurable phone call opportunities.
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Sheak Sajib Uddin
NEMT & Pediatric Marketing ConsultantShare This Case Study
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