Scaling Medical Ad Spend to $60M+ During COVID Surge
Massive growth campaign for nationwide healthcare provider during COVID-19 pandemic.
Project Overview
From 2020 to 2023, I worked as a Media Buyer and Performance Analyst on a high-growth medical client during the height of COVID-19. The campaigns focused on driving appointment bookings for COVID testing, weight loss consultations, and other medical services across 40+ U.S. markets.
Over three years, we scaled from a few thousand dollars in ad spend to $61.8M in total spend — averaging 18.9M clicks at a $3.26 CPC, maintaining a CPA of $30 and an estimated ROAS of 4.5x, as tracked via call rail + ERP attribution.
The project required intense daily optimization and adaptation to rapidly changing market conditions. As COVID testing demand surged and competition intensified, we continuously refined targeting strategies, bid adjustments, and creative messaging to maintain performance at scale.
Key Achievements
- Scaled Google Ads from <$10K/month to $30K+/day across 4 major accounts
- Launched and optimized high-volume search and video campaigns with intense daily iterations
- Maintained performance during extreme market volatility and daily new competition
- Leveraged Google Ads Editor for bulk edits and bid optimizations across thousands of ad groups
- Used Looker Studio dashboards for real-time budget pacing, regional CPA tracking, and ROI snapshots
- Managed spend across Google Ads, Programmatic, and Meta (retargeting)
Technologies & Tools Used
Challenges & Solutions
Challenge: Aggressive market entry by competitors during COVID peak
Solution: Deployed geo-segmented campaigns with keyword bidding strategies that prioritized high-intent, low-competition queries.
Challenge: Maintaining consistent CAC across multiple cities and verticals
Solution: Built localized bid adjustments and scheduled bid modifiers based on performance heatmaps.
Challenge: Campaign scale bottlenecks due to Google UI limits
Solution: Shifted all major scaling operations to Google Ads Editor, enabling faster bulk changes and structured naming systems.
Results
Project Gallery
Google Ads Dashboard Showing $61.8M Total Spend
Google Ads Editor Used for Campaign Management
Multi-Account Performance Overview
Analytics Dashboard for Conversion Tracking
Project Details
Client
Nationwide Healthcare Provider (via Agency)
Timeline
3 years (2020-2023)
Role
Media Buyer & Performance Analyst
Ready to improve your marketing performance?
Let's discuss how I can help you achieve similar results for your business.
© 2026 Arman Ali. All rights reserved.