Search & Performance Max Campaigns | Aug 19 – Oct 6, 2026
Google Ads Overview
Total Spend
$1,504.71
Clicks
230
Impressions
4,057
Conversions
28
CTR
5.67%
CPC
$6.54
Cost / Conversion
$53.74
Phone Calls
42
Across all campaigns
Google Ads Campaign Breakdown
Campaign
Spend
Clicks
Impr.
Phone Calls
Conv.
CTR
Conv. Rate
Cost/Conv.
Pmax | Mobile Wound Care Service
$754.28
129
2,740
33
25
4.71%
7.14%
$30.17
Search | Mobile Wound Care
$750.43
101
1,317
9
3
7.67%
2.97%
$250.14
Total
$1,504.71
230
4,057
42
28
5.67%
—
$53.74
Key Insight: The Performance Max campaign drove the majority of conversions (25 of 28) at a significantly lower cost per conversion ($30.17 vs $250.14). It also generated 33 phone calls compared to 9 from Search. The Search campaign delivered a higher CTR (7.67%) indicating strong ad relevance, but its conversion rate was lower during this period.
Campaign Spend vs. Conversions Comparison
Pmax | Mobile Wound Care
25
Conversions
33
Phone Calls
$30.17
Cost/Conv.
Search | Mobile Wound Care
3
Conversions
9
Phone Calls
$250.14
Cost/Conv.
Phone Calls from Google Ads Over Time
Trend of Google-generated phone calls throughout the reporting period.
Total Phone Calls
42
Aug 19 – Oct 6
Pmax Calls
33
78.6% of total
Search Calls
9
21.4% of total
Google Ad Previews
Actual advertisements running across Google Search and Performance Max.
Google Search Ad Preview
Google Search Ad Preview
Google Search Ad Preview
Google Ad Preview
Google Ad Preview
2 Meta Ads Performance
Facebook & Instagram Lead Generation Campaigns | Aug 19 – Oct 6, 2026
Meta Ads Overview
Total Spend
$3,745.52
Link Clicks
1,120
Impressions
79,224
Total Leads
128
Form submissions + calls
CTR (All)
2.51%
Cost / Conversion
$29.26
Meta Ads Campaign Breakdown
Campaign
Spend
Link Clicks
Impr.
Results
Result Type
Link CTR
Cost/Result
Leads Campaign [Newest Form/Medicare]
$2,645.15
805
53,254
94
Leads
1.51%
$28.14
Mobile Wound Care | Leads Campaign - Phone Calls
$638.07
165
16,816
53
Phone Calls
0.98%
$12.04
Leads Campaign [Original Form/2 Qs]
$467.02
150
9,261
34
Leads
1.62%
$13.74
Total
$3,745.52
1,120
79,224
128 Leads + Calls
2.51%
$29.26
Ad Set Level Performance
Leads Campaign [Newest Form/Medicare] — Ad Set Breakdown
Ad Set
Results
Reach
Frequency
Cost / Result
Amount Spent
Leads Ad Set | Fall Themed - Targeted
4 Leads
1,051
1.29
$25.97
$103.87
Leads Ad Set | General [AI]
28 Leads
4,918
1.32
$10.50
$294.05
Leads Ad Set | General [Targeted]
— Leads
443
1.35
—
$22.75
Leads Campaign [Original Form/2 Qs] — Ad Set Breakdown
Ad Set
Results
Reach
Frequency
Cost / Result
Leads Ad Set | Fall Themed - Targeted
6 Leads
1,247
1.32
$20.97
Leads Ad Set | General [AI]
28 Leads
5,103
1.35
$11.22
Leads Ad Set | General [Targeted]
— Leads
534
1.35
—
Meta Leads Over Time
Lead generation trend across the full reporting period.
Total Meta Leads
128
Form Leads
128
Includes form + call results
Avg. Cost / Lead
$29.26
MWC Meta Instant Forms
Multiple lead forms were created, tested, and iterated to optimize lead quality and volume. Each form was designed with a specific strategy.
Form #1 (Aug 14) — Detailed wound & availability questions for higher lead quality
Form #2 (Sep 16) — Simplified form focused on higher submission volume
Form #3 (Sep 28) — Medicare Part B qualification question
Form #4 (Oct 2) — Updated Medicare qualification form
Meta Ad Previews
Live advertisements running across Facebook and Instagram.
Meta Ad Preview — Facebook Feed
Meta Ad Preview — Facebook Feed
Top 3 Meta Ad Creatives
Highest-performing creatives ranked by results and efficiency.
Top 2 Performing Creatives — Performance Data
3rd Top Performing Creative — Performance Data
Same Creative, Different Results: How Campaign Setup Affects Performance
An important insight: the same advertisement or creative can perform very differently depending on the campaign, ad set, audience targeting, and optimization settings it runs within. A creative that appears to underperform in one context may be a strong performer in another.
Same creative performing differently across campaigns (View 1)
Same creative performing differently across campaigns (View 2)
Why This Matters: Creative performance is not determined solely by the design or messaging itself. Variables such as audience targeting, campaign optimization objective, placement (Feed vs. Stories vs. Reels), bid strategy, and audience overlap all play significant roles. This is why we continuously test creatives across different campaign structures rather than judging a creative based on a single placement.
3 Lead Delivery Infrastructure
Automated Systems Ensuring Every Lead Reaches the Client
Zapier Automations for Lead Delivery
Automated workflows (Zaps) were built to ensure that every lead generated through advertising is immediately captured and delivered to the Mobile Wound Care team, preventing leads from being missed or sitting unactioned inside an advertising platform.
Ad / Lead Form
→
Lead Submitted
→
Zap / Automation
→
Lead Info Captured
→
Client Receives Lead
Zap #1 — Lead Delivery Automation
Zap #2 — Lead Delivery Automation
Zap #3 — Lead Delivery Automation
Result: Every advertising lead (form submissions and phone calls) is automatically captured and sent to the Mobile Wound Care team in real time. No leads are lost or delayed within the advertising platforms.
4 Content & Creative Production
Ad Creatives, Print Materials, Email Signatures & UGC Video
UGC Video for Ads
A user-generated content style video produced specifically for use in paid advertising campaigns.
Meta Ad Creatives #1–5
3 Rounds of Creative Revisions
Five core ad creatives designed and refined through three iterative revision rounds to maximize engagement and conversions.
Creative #1
Creative #2
Creative #3
Creative #4
Creative #5
Fall-Themed Meta Ads #1–3
2 Rounds of Creative Revisions
Seasonal fall-themed ad creatives developed through two revision cycles for targeted campaign deployment.
Fall Ad #1
Fall Ad #2
Fall Ad #3
Email Signatures #1–4
Professional email signature designs created for the Mobile Wound Care team.
After a prospect submits a Meta lead form, they are automatically placed into a lead nurture workflow consisting of 2 emails and 2 SMS messages. This system ensures timely follow-up and helps move prospects toward becoming patients.
Meta Advertisement
→
Lead Form Submitted
→
Lead Info Captured
→
Lead Nurture Workflow
→
Email & SMS Follow-Up
Meta Lead Workflow
Complete Meta Lead Nurture Workflow
Lead Nurture Email #1
First automated email sent after lead form submission
Lead Nurture Email #2
Second automated email in the nurture sequence
Lead Nurture SMS #1
First automated SMS after lead submission
Lead Nurture SMS #2
Second automated SMS in the nurture sequence
6 Website Redesign
mobilewoundservice.com — Updated Design & User Experience
Website Redesign
A comprehensive redesign of the Mobile Wound Care website focused on improving user experience, lead generation, and mobile responsiveness.
A comprehensive email outreach program was created targeting 8 distinct healthcare verticals, plus a monthly newsletter. Each audience received a tailored version of the cold outreach email to maximize relevance and engagement.
Dedicated Email Domain: A dedicated sending domain was configured to protect deliverability and sender reputation.
Dedicated Sending Domain Configuration
Cold Outreach Email Template
The core email template used across all cold outreach campaigns, customized per audience vertical.
MWC Cold Outreach Email Template
Cold Outreach Email — Hospice
Sent to 90 hospice contacts.
Performance Results
Contacts
90
Delivered
86.67%
Opened
23.08%
Clicked
7.69%
Hard Bounced
13.33%
Skipped
11.76%
Cold Outreach Email — Skilled Nursing
Sent to 102 skilled nursing contacts.
Performance Results
Contacts
102
Delivered
100%
Opened
33.33%
Clicked
0%
Spam
16.67%
Cold Outreach Email — Dialysis / Kidney
Sent to 6 dialysis/kidney contacts.
Performance Results
Contacts
6
Delivered
100%
Opened
25.81%
Clicked
1.61%
Skipped
4.62%
Cold Outreach Email — Podiatry / Foot & Ankle
Sent to 14 podiatry contacts.
Performance Results
Contacts
14
Delivered
91.11%
Opened
32.93%
Clicked
0%
Hard Bounced
8.89%
Unsubscribed
1.22%
Cold Outreach Email — Vascular
Sent to 7 vascular contacts.
Performance Results
Contacts
7
Delivered
100%
Opened
25%
Clicked
0%
Cold Outreach Email — Orthopedic
Sent to 4 orthopedic contacts.
Performance Results
Contacts
4
Delivered
100%
Opened
21.43%
Clicked
0%
Unsubscribed
7.14%
Cold Outreach Email — Rehabilitation
Sent to 20 rehabilitation contacts.
Performance Results
Contacts
20
Delivered
94.74%
Opened
16.67%
Clicked
0%
Hard Bounced
5.26%
Cold Outreach Email — Assisted Living
Sent to 17 assisted living contacts.
Performance Results
Contacts
17
Delivered
93.26%
Opened
66.27%
Clicked
6.02%
Hard Bounced
6.74%
Unsubscribed
1.2%
Skipped
1.96%
October Email Newsletter 2026
October 2026 Email Newsletter
Newsletter Performance Results
Delivered
66.67%
Opened
25%
Clicked
0%
Hard Bounced
33.33%
Skipped
14.29%
Email Outreach Summary — All Campaigns
Campaign / Audience
Contacts
Delivered
Open Rate
Click Rate
Key Note
Hospice
90
86.67%
23.08%
7.69%
Highest click rate
Skilled Nursing
102
100%
33.33%
0%
Largest audience, 100% delivery
Dialysis / Kidney
6
100%
25.81%
1.61%
Small list, engaged audience
Podiatry / Foot & Ankle
14
91.11%
32.93%
0%
Strong open rate
Vascular
7
100%
25%
0%
100% delivery
Orthopedic
4
100%
21.43%
0%
Smallest audience
Rehabilitation
20
94.74%
16.67%
0%
—
Assisted Living
17
93.26%
66.27%
6.02%
Highest open rate by far
October Newsletter
—
66.67%
25%
0%
High bounce rate noted
Key Observations: The Assisted Living audience achieved the highest open rate at 66.27%. Hospice showed the strongest engagement with a 7.69% click rate. Skilled Nursing had the largest reach at 102 contacts with 100% deliverability and a solid 33.33% open rate.
This workflow is designed to follow the initial lead nurture sequence. Once activated, prospects who have completed the 2-email + 2-SMS nurture will receive additional informative content to continue building trust and educating them about wound care.
Status: Unpublished — This workflow has been created and designed but is not yet active. It will be published after review and approval.
Organic Content Across LinkedIn, Facebook & Instagram
Social Media Content Program
Posting Frequency
3x
Per Week
Platforms
3
LinkedIn, Facebook, Instagram
Content Formats
4
Reels, Carousels, Stills, Stories
A consistent social media content program was established with 3 posts per week published across LinkedIn, Facebook, and Instagram. Content includes a mix of Reels, Carousels, Still image posts, and Stories to maintain variety and maximize reach across different platform algorithms.
Scheduled & Published Social Media Posts
Social Media Content Calendar — Scheduled and Published Posts
3 Posts Per Week Across LinkedIn, Facebook & Instagram — Content formats include Reels, Carousels, Still posts, and Stories. Each post is designed to educate prospective patients, build brand awareness, and establish Mobile Wound Care as a trusted provider in the wound care space.
Combined Performance Summary
August 19 – October 6, 2026
All Channels — Combined Results
Total Ad Spend
$5,250.23
Google + Meta
Total Leads
156
128 Meta + 28 Google
Total Clicks
1,350
1,120 Meta + 230 Google
Total Impressions
83,281
79,224 Meta + 4,057 Google
Phone Calls
42
From Google Ads
Email Campaigns
9
8 cold outreach + 1 newsletter
Note: Meta "leads" include form submissions and phone call results. Google "conversions" are counted separately using Google's attribution model. These are different measurement systems and should not be directly compared or summed as equivalent metrics.
