89% lower Google Ads cost per lead and 5x organic clicks for Rungta Hospital, Jaipur

Rungta Hospital in Malviya Nagar, Jaipur is a NABH-accredited multispecialty hospital with 35+ years of service and 18 active clinical departments. It has served over 1.09 crore patients and performed 89,000+ surgeries. People across Rajasthan trusted it, but that trust lived offline. Online, demand was leaking to competitors, paid spend was buying leads at rates nobody could sustain, and organic presence was a fraction of the brand's real weight.

Google Ads

Paid search had to launch with no historical conversion data, inside Google's strict health advertising policy, and prove a cost per lead that management could scale on. The first test vertical, Orthopaedics, produced leads at ₹947 each, and those patients were not turning into appointments.

Meta Ads

An early WhatsApp Status campaign stopped converting. It had reach but no intent. The hospital needed a structure that turned scrolling into real enquiries, at a cost per lead that made evening OPD promotion worth running every month.

SEO

The website ranked for its own name and little else. A 35+ year brand was invisible for the informational and departmental searches that bring in new patients, and its average position sat outside the range where clicks happen.

Google Business

A 4.8 star rating across 13,000+ reviews sat exposed. The business profile was not linked to the ad account, so local intent went uncaptured, and the reviews were open to coordinated defamation from clusters of fake accounts.

We took over the hospital's complete digital presence and rebuilt each channel on one rule: every rupee should be traceable to a patient lead, and every lead should get an answer within 30 minutes.

Google Ads: test, pause, rebuild

• Judged campaigns on lead quality as well as lead count, and paused Orthopaedics on the evidence
• Rebuilt the lead form and landing experience so intent was filtered before a click cost a rupee
• Moved budget into Urology, Gynaecology and Dermatology, with facility and procedure framing that stays inside Google's health policy
• Kept Smart Bidding on Maximize Conversions until volume justified tighter targets, so the algorithm was never starved at launch

Meta Ads: built for conversations

• Diagnosed the dead campaign and switched to a Carousel plus Instant Lead Form structure
• Folded six departments into one Evening OPD campaign with a single form and a department selector
• Wrote the ads in patient-first Hinglish around one insight: working people put off their own health because clinic hours clash with work hours
• Put a 30-minute callback SLA and a multi-touch follow-up trail behind every lead

SEO: content patients search for

• Built content around the health questions patients in Rajasthan search, led by a flagship blood sugar reference page
• Won informational query clusters where the site had zero share a year earlier
• Held the brand's number two position while growing non-brand reach
• Found and cleaned a script injection attack, and had de-indexed pages restored within days

Google Business: one system for 9 listings

• Brought the hospital listing and 8 specialist profiles under one managed system
• Linked the business profile to the ad account, which made local and call conversions visible for the first time
• Built a fake-review defence playbook: pattern detection, proof-of-visit public replies and documented spam reports to Google
• Replied to every review in unique wording to protect ranking, and routed real enquiries to WhatsApp and the call line

All four channels now report to one number: the cost of acquiring a patient.

Google Ads

• Cost per lead fell 89%, from ₹947 on the Orthopaedics test to ₹103 on Urology
• Urology brought in 155 leads at a 17.2% conversion rate and is still scaling
• Dermatology delivered 33 leads at ₹138 each
• Gynaecology picked up 27 leads and built momentum in under 2 weeks
• Blended account cost per lead is ₹162, with a 42% drop in CPA
• Account conversion rate is 8.5%, against a healthcare average of 3 to 5%

The Orthopaedics spend was not wasted. It produced the data the rest of the account was built on. Today the account runs Performance Max across Gynaecology, Orthopaedics and Urology, with a dedicated Call Ads layer.

Meta Ads

• Delivered cost per lead of ₹51 against a committed target of ₹80 to ₹120, roughly 50% below target
• 68 WhatsApp conversations on ₹3,467 spend
• Jaipur city was the best geography: ₹39.65 per lead, 44 conversations and 1.52L reach

The 30-minute callback is what turns a ₹51 lead into a booked patient, so we report the campaign and the calling discipline together.

SEO

Last 3 months compared with the same period a year earlier:

• Organic clicks: 16,494 to 81,692 (+396%)
• Impressions: 2.37M to 15.28M (+545%)
• Average position in India: 9.8 to 4.9
• Flagship blood sugar page: 311 clicks to 61,847
• "Sugar level" query cluster: 1 to 2,168, now on page 1
• Brand term "rungta hospital": position 2.7 to 2.2

The script injection attack de-indexed pages during a peak period. Rankings recovered within days and the growth kept going.

Google Business

• 4.8 star rating held across 13,000+ reviews
• 9 listings managed: the hospital and 8 specialist profiles
• The rating now appears in Google Ads, Meta creatives and landing pages, so 35+ years of offline trust works in every paid channel