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How We Helped a Medical Coaching Institute Generate High-Quality Leads with Google Ads

Client

PACES Pro is a specialised training institute that prepares doctors for the Practical Assessment of Clinical Examination Skills (PACES), the final clinical examination required to obtain the Membership of the Royal Colleges of Physicians (MRCP).

The academy offers structured coaching programs designed to help doctors succeed in this globally recognised examination.

The institute wanted to reach serious candidates who were actively searching for coaching support and convert them into enrolled students.

Objective

The primary objective was to generate qualified enquiries for an offline PACES coaching batch and fill the upcoming course with eligible candidates across India.

Since the exam is highly specialized and only relevant to doctors preparing for the MRCP, the campaign needed to reach a very specific and limited audience segment while maintaining high lead quality.

Challenge

The client faced three key challenges:

  1. Reaching the right audience
    The MRCP exam is a highly specialized qualification. Advertising to a broad audience would result in irrelevant enquiries from people who were not eligible for the exam.
  2. Maintaining lead quality
    Even when leads were generated, filtering serious candidates from casual enquiries was difficult.
  3. Converting interest into enrollments
    Many potential students needed additional information, guidance, and reassurance before enrolling.

The goal generate highly relevant leads and improve conversion from enquiry to enrollment.

Strategy

To address these challenges, we designed a high-intent Google Search Ads strategy focused on capturing demand from doctors already searching for MRCP coaching.

1. High-Intent Search Targeting

The campaign focused on capturing doctors actively searching for PACES preparation and training programs. Instead of broad targeting, the strategy prioritized high-intent search queries related to exam preparation and coaching, ensuring the ads reached candidates already looking for relevant training.

By focusing on search intent rather than large audience reach, the campaign was able to attract highly qualified prospects who were already in the decision-making stage of enrolling in a PACES coaching program.

2. Dynamic Keyword Insertion for Better Relevance

We implemented keyword insertion in ad copies, allowing ads to dynamically match the user’s search query.

This helped us:

  • Increase ad relevance
  • Improve click-through rates
  • Attract more qualified prospects
3. Conversion-Focused Landing Experience

The ads directed users to a landing page designed to:

  • Clearly explain the course
  • Highlight the value of the coaching program
  • Encourage enquiries from serious candidates
4. Fast and Personalised Lead Follow-Up

One of the biggest success factors was the client’s lead-nurturing process.

After a lead was generated:

  • Prospects were added to a WhatsApp group
  • Detailed information about the program was shared
  • Prospective students could interact and ask questions

This direct communication channel significantly increased trust and engagement, leading to higher conversions.

Results

  • Campaign Duration: October 8 – February 16
  • Total Ad Spend: ₹132,865.65
  • Leads Generated: 102 
  • Cost Per Lead: ₹1,302
  • Qualified Leads: 34
Performance Metrics:
  • Click Through Rate (CTR): 4.80%
  • Lead to Qualified Lead Conversion Rate: 33.33%
  • Impression Share: 43.57%

The combined strategy delivered strong results for the client:

  • A high volume of qualified leads generated through Google Search Ads
  • Strong conversion rates from enquiry to enrollment
  • Significant improvement in lead quality due to high-intent targeting
  • Faster decision-making by prospects through WhatsApp communication

The collaboration between effective digital marketing and proactive follow-up played a key role in achieving these outcomes.

Key Takeaways for Businesses

This campaign highlights an important lesson for businesses running digital ads:

Generating leads is only half the job. Converting them depends on both the marketing strategy and the follow-up process.

By combining:

  • Intent-driven search advertising
  • Highly relevant ad messaging
  • Conversion-focused landing pages
  • Strong lead nurturing through WhatsApp

we were able to build a high-performing lead generation system for a specialized education business.