Clinic to Cloud

Clinic to Cloud sells cloud-based medical practice management software to Australian specialists and GPs. The target buyer is a practice principal or practice manager evaluating a multi-year software replacement, frequently with capital approval routed through a healthcare group, so the sales motion is consultative and the qualification bar is high.

Volume alone is not the win. The win is qualified leads at falling unit economics, month over month, while the program scales. The brief, working as the digital paid-media partner alongside the agency-of-record, was to drive that combination across Google Ads and Facebook from a standing start, then keep tightening it.

The program was built around a layered audience strategy and channel-specific roles, not channel-by-channel spend allocation.

Google Ads carried the high-intent capture: branded and specialist-product search, layered with in-market audiences targeting Business Services and Computers and Peripherals categories, plus customer match remarketing seeded from existing prospect data including healthcare executive lists and specialist databases. This gave Google a clear job: convert active demand and re-engage warmed contacts at low CPC.

Facebook ran two parallel motions. Prospecting at scale through Facebook Lead Gen ads, where the form itself was treated as a continuous-optimisation surface, calibrating field count to balance volume against lead quality (a tension that surfaces in every Lead Gen program but is rarely actually worked). Facebook remarketing handled mid-funnel pull-through. Display via the Google Display Network carried a nurture role using a lead-nurture audience file uploaded as a custom match list.

The data work was the connective layer: audience uploads, exclusion lists, MQL cohort analysis, and monthly performance reviews that fed back into the next month's targeting and creative iteration.

In the first four months of the engagement, blended cost per lead fell 57.7%.

The kickoff month delivered 66 leads at A$227.27 cost per lead. By month four, the same program was delivering 182 leads in a single month at A$96.15 cost per lead. The CPA improvement came alongside a 2.76× lift in monthly lead volume on a 17% budget increase.

The improvement was structural, not seasonal. The program later set a new peak at 186 leads in a single month at A$94.09 blended cost per lead. Across the 11 tracked months, the program delivered 1,067 leads at a blended A$146.29 cost per lead.

The contract terms tell the same story. The kickoff-month insertion order contracted Involve to deliver 833 Google Search clicks at A$6.00 CPC. Actual delivery was 1,894 Google Search clicks at A$3.14 CPC, 2.27× the click volume promised at 47.7% lower cost. That over-delivery pattern continued. The engagement renewed monthly without interruption for 18 consecutive months.