Google Ads Success Story with Massage Central

Table of Contents

My Journey with Massage Central: Rebuilding, Reaching, and Relieving Pain with Google Ads

Introduction: The Call for Digital Relief in Edmonton

Hello, this is Jayant Singh, your certified Google Ads expert. With over a decade of experience navigating the intricate world of digital advertising, I’ve seen campaigns of all shapes and sizes – some thriving, some barely breathing. In February 2023, I embarked on a new challenge with a company called Massage Central in Edmonton, Canada.

What I found was a classic scenario: a business with immense potential, but a digital marketing strategy that was, frankly, broken. There were no clear goals, just a broad Performance Max campaign struggling to find its footing. This was more than just a marketing project; it was an opportunity to bring real relief to a business dedicated to alleviating physical pain.

This case study is a personal account of how I took the reins, re-strategized, and leveraged the power of Google Ads to transform Massage Central’s online presence, focusing heavily on immediate, high-intent call generation for their urgent pain relief services.

The Initial Diagnosis: A Campaign in Disarray

Upon joining Massage Central, the existing digital advertising setup was a puzzle missing crucial pieces. The previous efforts revolved around a Performance Max campaign, a broad tool that, while powerful, was being used without the necessary strategic oversight. It lacked specific conversion goals, targeted messaging, and, most critically, an understanding of the client’s unique service: pain relief management.

My first task was to conduct a thorough audit. It became clear that the campaign wasn’t aligned with how people search for urgent pain relief. When someone is in discomfort, they don’t typically browse for hours; they need immediate solutions and the quickest way to get relief is often a phone call. This critical insight immediately pointed me towards a specialized approach: Google Call Only Ads.

The Strategy Shift: Embracing Google Call Ads for Urgent Services

The nature of Massage Central’s business in Edmonton – a pain relief management clinic – demanded a direct response mechanism. People suffering from acute pain aren’t looking to fill out a contact form or browse a gallery; they want to speak to someone, book an appointment, and get relief fast. This made Google Call Ads the undisputed champion for their advertising efforts.

My strategy was meticulous: Google Ads

Hyper-Targeted Keyword Research: I dug deep into local search terms that indicated immediate pain and the need for a clinic. Keywords like “emergency massage Edmonton,” “pain relief clinic near me,” “back pain treatment Edmonton,” “headache relief clinic,” and “urgent physio Edmonton” became the pillars of our campaigns. I also focused heavily on negative keywords to filter out irrelevant searches (e.g., “massage techniques,” “at-home stretches”).
Compelling Call-Only Ad Copy: Every ad was crafted to convey urgency, trust, and proximity. Headlines like “Edmonton Pain Relief – Call Now!” and “Urgent Massage Therapy – Book Today” were paired with descriptive lines highlighting their expert therapists, immediate availability, and focus on pain management. The call-to-action was always clear: a direct phone call.
Precise Geo-Targeting and Ad Scheduling: We focused exclusively on Edmonton and surrounding areas. Critically, we ran these Google Ads during all hours the clinic was open, recognizing that pain doesn’t adhere to a 9-to-5 schedule. Bids were adjusted to prioritize prime calling hours.

A Certified Expert’s Step-by-Step Guide to Running a Google Ads Campaign

Based on your strategy with Massage Central, here is a detailed, step-by-step guide to running a successful Google Ads campaign, tailored for service-based businesses that need to generate urgent phone calls.

Step 1: Foundational Setup & Goal Setting

Before you create any campaign, you need to lay the groundwork.

Define Your Goal: For a business like a pain relief clinic or a plumber, your primary goal is not a website click—it’s a high-quality phone call. Go to your Google Ads dashboard, click “New Campaign,” and select a goal of Leads or Sales. Under the goal options, select Phone Calls as a key conversion action.
Choose the Right Campaign Type: Select Search as your campaign type. This ensures your ads appear on the Google Search Network, where people are actively looking for your service.
Initial Account Configuration: Ensure your business details, billing information, and a verified phone number are entered correctly. You must use a phone number that is visible on your website for Google to verify it.

Step 2: Campaign & Ad Group Structure

Properly structuring your campaign is the key to maintaining control and maximizing ROI.

Campaign Naming: Name your campaign clearly, e.g., “Massage Central – Edmonton Call Ads.”
Campaign Segmentation: Avoid lumping all services into one campaign. Create separate ad groups for specific services and the urgency they represent. For Massage Central, this would be:
- Ad Group 1: “Urgent Pain Relief” (for keywords like “emergency massage,” “pain clinic near me”)
- Ad Group 2: “Specific Services” (for keywords like “headache relief,” “back pain therapy”)
- Ad Group 3: “Location-Specific” (for keywords like “massage central Edmonton”)

Step 3: Keyword Research & Match Types

This is where you target your ideal customer’s intent.

Identify High-Intent Keywords: Use Google Keyword Planner to find terms with high commercial intent. For a service business, these are often long-tail keywords. Examples include:
- Edmonton pain relief clinic
- urgent massage therapy near me
- 24 hour back pain clinic
Implement Match Types: Use Phrase Match (“massage therapy Edmonton”) and Exact Match ([massage therapy Edmonton]) to ensure your ads only show for relevant searches, which is crucial for a limited budget.
Build a Negative Keyword List: This is non-negotiable. Negative keywords prevent your ad from showing for irrelevant searches, saving you money. For a clinic, you would add negatives like: -jobs, -school, -online course, -at home remedies.

Step 4: Crafting a Compelling Call-Only Ad

The ad copy must be concise, urgent, and build trust immediately.

Headline 1: Start with the service and location (e.g., “Edmonton Pain Clinic”).
Headline 2: Add a strong unique selling proposition (e.g., “Licensed & Insured” or “Immediate Relief”).
Description Lines: Use the two available lines to highlight key benefits and urgency, such as “Same-day appointments for back pain and headaches. Call us now to book a session.”
Phone Number: Ensure your verified phone number is correct. When a user clicks your ad, it will automatically initiate a call from their mobile device.

Step 5: Advanced Settings & Optimization

Once the campaign is live, your job has just begun. Continuous optimization is the key to sustained success.

Geo-Targeting: Set a precise radius or target specific zip codes around the business location to avoid wasting ad spend on people outside your service area.
Ad Scheduling: Set your ads to run during business hours and for 24/7 emergency services, adjust bids during peak hours when you know call volume is highest.
Conversion Tracking: This is the most critical step. Set up call conversion tracking to count a phone call as a conversion only if it lasts a certain duration (e.g., 60 seconds). This allows you to differentiate between a wrong number and a qualified lead.
Monitor Search Terms: Regularly check the “Search terms” report to identify new negative keywords to add to your list.
A/B Test Ad Copy: Create at least two versions of your ad with different headlines and descriptions. This allows you to test which messaging resonates best with your audience.

This comprehensive approach, focusing on high-intent callers and continuous refinement, is the core of a successful Google Ads strategy for businesses that rely on urgent communication.

Beyond Calls: A Holistic Digital Domination for Massage Central

My engagement with Massage Central extended far beyond just Google Ads. For nearly a year, I managed a broader spectrum of their digital presence, understanding that all elements must work in harmony to build a strong local brand.

Google My Business (GMB) Optimization: This was paramount for local search visibility, especially for a clinic. I meticulously optimized their GMB profile, ensuring accurate business hours, services, photos, and regular posts. Encouraging and responding to reviews became a daily ritual, significantly boosting their local SEO and credibility.
Social Media Management: While Google Ads drove urgent calls, social media fostered community and brand awareness. I managed their social media accounts, sharing educational content about pain management, clinic updates, and testimonials, creating a more engaging brand presence.
Targeted Facebook Ads: Alongside Google Call Ads, I ran carefully curated Facebook Ads. These were not for urgent calls, but rather for building awareness, promoting specific long-term wellness packages, or targeting demographics interested in proactive health management. These campaigns served as a complementary funnel, nurturing potential clients who weren’t in immediate crisis.

Results Summery : Google Ads

This Google Ads campaign successfully generated a total of 2,840 clicks and 112 conversions for a total cost of $7,820. The campaign maintained an average cost-per-click (Avg. CPC) of $2.76. This performance demonstrates a clear return on the Google Ads investment, with a resulting cost per conversion of approximately $69.82. The data, spanning from September 2022 to July 2023, shows a period of no activity followed by a steady ramp-up in both clicks and conversions, highlighting a successful optimization effort over time to drive high-quality results.

With over a decade of experience and a proven track record, this case study is just one example of the tangible results a focused strategy can deliver. From diagnosing a broken campaign to generating consistent, high-quality calls and optimizing a brand’s entire digital presence, my approach is centered on real, measurable growth. If your business is ready to move beyond generic campaigns and invest in a strategic partnership that drives your bottom line, let’s discuss how a customized Google Ads plan can bring you similar success. Take the first step toward transforming your digital marketing by booking a free consultation today.