case O-01 · Dr. Márcio Nakanishi
the work started with the ads. Then it became clear it didn't end there.
It was my first Google Ads account. What began with ads led me to the searches, to the website and to the path a person takes before getting in touch. Today, Márcio's own capacity to see patients has led to a pause while he prepares the next expansion.
Dr. Márcio Nakanishi
how it started
I knew Márcio long before working with him. When I started studying paid traffic, he was one of the first people I reached out to. We did not work together back then.
Some time later another opportunity came up. He had already been through other experiences with Google Ads and, this time, trusted me to take over the account.
It was the first Google Ads campaign I ran.
Dr. Márcio Nakanishi
it seemed the work was in the ad
Márcio is a physical therapist who mainly treats spine problems. The logic seemed simple: someone searches for a physical therapist, finds the ad and gets in touch.
The real searches started to show something else.
Someone who searches for "back pain" may be looking for treatment, but may also want a medicine, an injection, or just to understand what they are feeling.
I started following what people actually typed before reaching the ads. Searches like "medicine for back pain" and "injection for a locked back" showed intentions very different from those of people looking for physical therapy, chiropractic, osteopathy or care for a specific problem.
The campaign began to be built also from what we learned in those searches.
Dr. Márcio Nakanishi
after the ad, there was a website
But finding the right person still did not end the work.
After the click there was a website. And the person still needed to understand Márcio's work, trust him and know what to do next.
I started looking at that part of the journey too. We ran a diagnosis of the website and listed changes in mobile experience, calls to action, how the services were organized, reviews and testimonials, presence on Google, SEO, navigation and speed.
I also set up measurement with Google Tag Manager and Google Analytics, so we could better understand what happened after someone arrived.
At that time I was not even building the campaign pages yet. Even so, it became hard to keep treating the website as something separate from the ads.
If the ad took someone to a page, what happened on that page mattered too.
Dr. Márcio Nakanishi
the constraint changed
Throughout this work, Google Ads recorded 244 contacts, at an average cost of R$ 20.29.
But the ads were only one of the parts.
Márcio had already built experience, training, reputation and referrals. A person could find him in an ad, search for his name, look at reviews, go through the website, find him again somewhere else and only then decide to book.
Over time we reached a situation different from the one at the start: bringing in more people stopped being the main need.
Márcio reached the limit of how many patients he could see personally. That was when he told me:
"Vitor, I've reached the maximum revenue I can reach on my own."
The campaigns were paused.
Now he is building a bigger space, with more treatment tables and other physical therapists. We have already talked about going back to working on acquisition once that new capacity is available.
Dr. Márcio Nakanishi
and that stayed with Regência
When I started this work, I was learning how to run my first Google Ads account.
It took me beyond the account.
The keywords led me to intent. The click led me to the website. The website led me to communication and experience. The contacts made me look at what happened afterwards.
It was one of the experiences that taught me that it made no sense to stop where the ads manager ended.
And it taught me something else: marketing is not the center of the business.
Márcio's work already existed. His experience, training, care, reputation and referrals were not created by a campaign.
We contributed to that movement.
And when the capacity to see patients became the limit, continuing to speed up acquisition stopped being the answer.
next step
talk about your businessThe conversation starts on WhatsApp. Diagnosis before proposal, always.