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NEMT Google Ads Case Study: 78 Phone Call Leads at $12 Per Lead
Background: The Core Challenge
A local Non-Emergency Medical Transportation (NEMT) provider wanted to increase private-pay phone call leads while keeping its Google Ads costs under control.
The company’s previous campaigns were not consistently reaching high-intent customers, resulting in higher advertising costs and missed opportunities for direct bookings. Pasted markdown
The business needed more than additional clicks. It needed Google Ads to reach people actively searching for NEMT services with stronger private-pay intent.
That meant reducing irrelevant traffic, improving campaign structure, and focusing the advertising budget on searches more closely connected to the company’s services.
Strategic Execution: What I Changed
I rebuilt the Google Ads strategy for the NEMT company around high-intent searches 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 performance
- ✓Improving conversion tracking
- ✓Continuously monitoring and optimizing the campaigns
The strategy focused on reducing unnecessary traffic and putting 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 at a relatively low reported cost per lead.
Google Ads performance showing 78 phone call leads from $936 in ad spend at a $12 cost per lead.
The campaign generated 229 clicks and 78 phone call leads from $936 in total ad spend, with a reported cost per lead of $12. Pasted markdown
These results represent tracked phone call leads. They should not be interpreted as 78 confirmed booked rides or a specific amount of revenue.
Business Impact & Key Takeaways
The campaign gave the company a direct channel for reaching people actively searching for NEMT services while keeping the reported cost per phone call lead at $12.
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 focused keyword targeting, negative keywords, call-focused ads, campaign structure, conversion tracking, and ongoing optimization can turn advertising spend into measurable NEMT phone call opportunities.
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Sheak Sajib Uddin
NEMT & Pediatric Marketing ConsultantShare This Case Study
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