STJ Medical — Ultimate Google Ads Deep Dive & Strategy Deck

The main L2S campaign is losing 36.7% of impressions due to budget and 42.7% due to ad rank. That means nearly 80% of potential searches are being missed. Budget is the #1 constraint — the $200/day cap is far too low for the search volume this account is targeting.

⚠️

Only 1 of 20 enabled campaigns is actually spending

L2S Focused Search is the ONLY campaign with spend in March 2026. All other campaigns — including 7 PMax campaigns, 3 additional Search campaigns, and several Smart campaigns — are enabled but getting zero impressions or clicks. Either budgets are being eaten by L2S or there's a prioritization issue.

✅

Phone call conversions removed from bidding

As of today, all 4 phone call conversion goals have been set to non-biddable. Campaigns will now only optimize for form submissions (Survey Form, CGM Pre-Qualification) and Zoho CRM offline conversions (Qualified Prospect, New Customer, Eligible Prospect). This is a major improvement — previously 85% of "conversions" were just phone calls.

Section 02

Campaign Breakdown

All campaigns ranked by all-time spend. Status, type, and performance for each.

Campaign	Type	Status	Budget/Day	All-Time Spend	Clicks	All Conv	CPA	Imp Share
L2S - Focused Search Campaign	SEARCH	ENABLED	$200	$994,606	267,091	14,758	$67.40	20.6%
L2S - PM Brand Focus - Texas	PMAX	PAUSED	$600	$557,597	332,632	7,834	$71.17	13.4%
SJC - Dexcom Search Campaign	SEARCH	ENABLED	$300	$229,845	51,878	3,302	$69.61	23.3%
SJM - Blood Glucose	SEARCH	ENABLED	$100	$71,195	19,697	865	$82.31	18.2%
SJC - Dexcom Performance	PMAX	ENABLED	$170	$4,574	2,932	47	$97.32	—
L2S - Call Focused Search	SEARCH	ENABLED	$200	$3,821	780	32	$119.42	—
SJM - Keyword Isolation	SMART	ENABLED	$200	$2,611	655	18	$145.06	—
SJC - Dexcom Performance (PMax)	PMAX	ENABLED	$170	$1,537	429	0	$∞	—
L3S - PM Brand Focus - Ocala	PMAX	ENABLED	$200	$761	599	0	$∞	—
Search \| Website Lead Form Submissions	SEARCH	ENABLED	$25	$5	1	0	—	—
+ 11 more newly-enabled campaigns at $20-$60/day each (PMax General, PMax Libre 3 Plus, PMax Dexcom G7, PMax Sock Promo, PMax Spanish, Search Spanish, Search Lead Form, Sweet Spot campaigns, YouTube, Display) — all with $0 spend so far

📊

Conversion Funnel (Zoho CRM — Since Jan 2025)

Qualified Prospect: ~1,614 total across all campaigns
Eligible Prospect: ~540 (33% of qualified move to eligible)
New Customer: ~442 (82% of eligible become customers)
New Customer Value: ~$400-$800 each (avg ~$600)
Total New Customer Revenue: ~$303,000+ tracked through Zoho

Section 03

Keyword Analysis

Every enabled keyword analyzed. Verdict: KEEP, CUT, WATCH, or TEST.

🏆 Top Performing Keywords (Since Jan 2025)

Keyword	Match	Campaign	Spend	Clicks	All Conv	CPA	CTR	Verdict
freestyle libre 3	Broad	L2S Focused	$28,202	7,900	455	$62	8.9%	🟢 KEEP — SCALE
freestyle libre 2	Broad	L2S Focused	$21,782	5,919	350	$62	8.4%	🟢 KEEP — SCALE
glucose monitor patch	Broad	L2S Focused	$14,526	4,336	210	$69	8.3%	🟢 KEEP
libre 3	Broad	L2S Focused	$10,630	3,270	160	$66	9.2%	🟢 KEEP
st joseph medical supply	Exact	L2S Focused	$9,970	1,346	146	$68	15.5%	🟢 BRAND — PROTECT
dexcom g7	Broad	L2S Focused	$8,903	2,362	133	$67	6.3%	🟢 KEEP
libre 3 plus	Phrase	L2S Focused	$5,695	1,472	93	$61	7.0%	🟢 KEEP — SCALE
dexcom	Broad	L2S Focused	$5,427	1,527	73	$74	5.7%	🟢 KEEP
freestyle libre	Exact	L2S Focused	$4,666	1,082	53	$88	10.5%	🟢 KEEP
dexcom g7	Exact	Dexcom Search	$9,286	1,717	95	$98	7.8%	🟡 WATCH — HIGH CPA

🗑️ Keywords Wasting Money (Zero or Near-Zero Conversions)

Keyword	Match	Campaign	Spend	Clicks	Conv	Verdict
Diabetes management device	Broad	Dexcom Search	$301	48	0	🔴 CUT
dex glucose monitor	Broad	Dexcom Search	$183	26	0	🔴 CUT
glucose monitor without pricking	Broad	L2S Focused	$82	29	0	🔴 CUT
will medicare pay for freestyle libre	Broad	L2S Focused	$46	6	0	🔴 CUT
g7	Broad	Dexcom Search	$26	4	0	🔴 CUT — WAY TOO GENERIC
1 855 632 8658	Exact	L2S Focused	—	—	—	🔴 CUT — It's a phone number

🎯 Recommended NEW Keywords to Add

High-Intent CGM Keywords

• "free cgm" — [Exact]
• "how to get free cgm" — [Phrase]
• "cgm covered by insurance" — [Phrase]
• "freestyle libre 3 plus review" — [Broad]
• "dexcom g7 vs freestyle libre 3" — [Broad]
• "best cgm for diabetes" — [Broad]
• "cgm without prescription" — [Phrase]
• "cgm for type 2 diabetes" — [Phrase]
• "libre 3 starter kit" — [Phrase]
• "dexcom g7 cost with insurance" — [Phrase]

Brand Protection Keywords

• "st joseph medical" — [Exact]
• "st joseph medical corp" — [Exact]
• "st joseph cgm" — [Phrase]
• "st joseph medical supply cgm" — [Phrase]
• "libre3plustoday" — [Exact]
• "libre2sensors" — [Exact]
• "libre3systems" — [Exact]
• "dexcomg7today" — [Exact]

These protect branded search terms and capture people who already know STJ.

Section 04

Search Term Report

What people actually typed into Google. Top converters and top wasters since Jan 2025.

💰 Top Converting Search Terms

Search Term	Campaign	Spend	Clicks	All Conv	CPA
freestyle libre 3	L2S Focused	$10,407	3,093	175	$59
libre 3	L2S Focused	$5,133	1,809	96	$53
dexcom g7	Dexcom Search	$4,805	704	50	$96
freestyle libre	L2S Focused	$3,378	876	57	$59
dexcom g7	L2S Focused	$3,273	754	45	$73
freestyle libre 3	L2S Focused (recent)	$3,507	1,057	59	$59
freestyle libre 2	L2S Focused	$2,626	772	44	$60
libre 3	L2S Focused (recent)	$1,009	318	6	$168
freestyle libre 3 app	L2S Focused (recent)	$529	151	14	$38
freestyle libre 2	L2S Focused (recent)	$606	187	11	$55

🗑️ Top Wasted Search Terms ($0 Conversions)

Search Term	Spend Wasted	Clicks	Action Needed
dexcom g7 sensor	$577	128	Add "sensor" as negative
freestyle libre 3 sensor	$464	132	Add "sensor" as negative
dexcom g7 price	$305	75	Add "price" as negative
freestyle libre 2 sensor	$306	97	Add "sensor" as negative
cgm	$268	81	Too generic — monitor
continuous glucose monitor	$241	65	Broad — may convert with volume
dexcom g7 receiver	$183	39	Add "receiver" as negative
freestyle libre 3 review	$173	37	Add "review" as negative
libre 3 sensor	$127	33	Add "sensor" as negative
dexcom g7 cost	$107	20	Add "cost" as negative

💸

$3,280+ wasted on zero-conversion search terms (since Jan 2025)

The biggest offenders are "sensor", "price", "cost", "receiver", and "review" modifiers. People searching for these are looking to BUY the hardware product — not sign up for a CGM monitoring service through STJ. These need to be added as negative keywords immediately.

Section 05

Negative Keyword Audit

Current negative keywords and what's missing.

Current Negatives (Sweet Spot campaign)

• setup [Broad]
• libre [Exact] — ⚠️ this blocks brand terms!
• without insurance [Phrase]
• freestyle precision neo [Exact]
• freestyle lite how to use [Exact]
• freestyle libre amazon [Exact]
• freestyle libre walmart [Exact]
• freestyle lite meter manual [Exact]
• how to use a blood glucose meter [Exact]
• freestyle libre price [Exact]
• dexcom g7 cost [Exact]
+ more on Sweet Spot only — most campaigns have ZERO negatives

⚡ RECOMMENDED Negatives to Add (Account-Level)

Product Purchase Intent (not STJ's business):
• sensor [Broad]
• receiver [Broad]
• reader [Broad]
• buy [Broad]
• purchase [Broad]
• order [Broad]
• where to buy [Phrase]

Price Shopping:
• price [Broad]
• cost [Broad]
• coupon [Broad]
• discount [Broad]
• promo code [Phrase]
• copay [Broad]

Support/Troubleshooting:
• customer service [Phrase]
• tech support [Phrase]
• contact number [Phrase]
• phone number [Phrase]
• troubleshoot [Broad]
• error [Broad]
• not working [Phrase]

Irrelevant:
• amazon [Broad]
• walmart [Broad]
• costco [Broad]
• walgreens [Broad]
• cvs [Broad]
• stelo [Broad]
• novo nordisk [Phrase]
• apple watch [Phrase]
• review [Broad]
• reddit [Broad]
• youtube [Broad]

Section 06

Ad Copy Analysis

RSA headline & description performance from the main campaigns.

L2S Focused Search → Devices & Brands (Main Ad — $408K spent)

✅ GOOD Headlines (keep these)

• "Try FreeStyle Libre CGM" — GOOD
• "FreeStyle Libre CGM System" — GOOD
• "Get a Freestyle Libre CGM" — GOOD
• "24/7 Blood Glucose Monitoring" — GOOD
• "Continuous Glucose Monitoring" — GOOD
• "CGM Systems Without The Price" — GOOD
• "See If You Qualify Today" — GOOD

⏳ LEARNING Headlines

• "St Joseph Medical Corporation"
• "Your Health is Our Mission"
• "Get Your Blood Glucose Data"
• "Fast & Accurate"
• "Monitor From A Single Device"

⏳ PENDING Headlines

• "No Finger Pricking" — pending performance label

✅ GOOD Descriptions

• "See If You Qualify For A CGM System. Our Satisfaction Speaks For Itself."
• "Monitor Your Blood Sugar from the Comfort of Your Home. FreeStyle Libre 3 Plus CGM."
• "Hassle-Free Glucose Monitoring. Easy to Apply Sensor. Real Time Data & Painless Scanning"

L2S Focused Search → Non Performing Keywords (2nd Ad — $43K spent)

Headlines: "Take Control of Your Diabetes", "FreeStyle Libre CGM Systems", "Qualify For Your CGM Today", "Get FreeStyle Libre 3 Plus", "Manage Diabetes With A CGM"
Landing: libre3plustoday.com/survey-355529

💡

Ad Copy Recommendations

1. Test insurance-focused headlines: "Covered By Most Insurance Plans", "$0 Out of Pocket CGM", "Medicare Approved CGM"
2. Add urgency: "Limited Time — Free CGM Qualification", "Check Eligibility in 60 Seconds"
3. Test social proof: "Trusted by 10,000+ Patients", "Rated #1 CGM Provider"
4. Remove weak headlines: "Your Health is Our Mission" (generic), "Fast & Accurate" (vague)

Section 07

Conversion Deep Dive

Zoho CRM funnel breakdown — the REAL conversions that matter.

~1,614

Qualified Prospects

~540

Eligible Prospects

~442

New Customers

~$303K

Tracked Revenue

Conversion Funnel by Campaign (Since Jan 2025)

Campaign	Qualified Prospect	Eligible Prospect	New Customer	Survey Form	Calls (now OFF)
L2S Focused Search	671	252	216	66	159 calls + 36 website calls
PM Brand Focus Texas (paused)	770	181	163	—	—
SJC Dexcom Search	172	58	35	—	—
SJM Blood Glucose	—	49	27	—	—

🎯

True CPA (Form-Based Only): ~$450-$600 per New Customer

When you strip out phone calls and only count the Zoho CRM funnel (Qualified → Eligible → New Customer), the real CPA is significantly higher than the $67 headline number. However, with a New Customer value of ~$600+, the unit economics are still positive. The key is maximizing form submissions and eliminating wasted spend on non-converting search terms.

Section 08

Device Performance

How each device type performs for the L2S Focused Search campaign.

📱 Mobile

$82,667 • 24,933 clicks • 1,453 conv

$57 CPA ★ BEST

🖥 Desktop

$23,023 • 4,378 clicks • 306 conv

$75 CPA

📟 Tablet

$8,736 • 2,139 clicks • 150 conv

$58 CPA

📱

Mobile dominates — 72% of spend, 76% of conversions, lowest CPA

Mobile users have the best CPA at $57. Desktop users cost more per conversion ($75 CPA). Consider increasing mobile bid adjustments and ensuring all landing pages are 100% mobile-optimized. The survey form flow should be frictionless on mobile.

Section 09

Hour of Day Performance

L2S Focused Search — Feb-Mar 2026 conversion distribution by hour (PST).

5 AM

2

$38 • 2 conv

6 AM

5

$45 • 6 conv

7 AM

2

$36 • 2 conv

8 AM

3

$42 • 3 conv

9 AM

6

$63 • 6 conv

10 AM

3

$21 • 3 conv

11 AM

3

$80 • 3 conv

12 PM

4

$54 • 4 conv

1 PM

6

$70 • 6 conv

2 PM ★

9

$65 • 9 conv

3 PM

6

$54 • 6 conv

4 PM

2

$43 • 2 conv

5 PM

1

$25 • 1 conv

6 PM

3

$24 • 3 conv

7 PM

4

$27 • 4 conv

8-11 PM

5

$47 • 5 conv

⏰

Peak conversion hours: 2 PM (9 conv) and 6 AM, 9 AM, 1 PM, 3 PM (6 each)

Conversions are fairly spread throughout the day but peak in early-to-mid afternoon. Consider increasing bid adjustments during 1 PM - 3 PM PST window. The 4-5 PM slot shows a dip that could indicate end-of-workday dropoff.

Section 10

Monthly Spend Trends

L2S Focused Search — the only consistently spending campaign. Monthly data.

Month	Spend	Clicks	Impressions	Conv	All Conv	CPA
Mar 2026 (15 days)	$391	213	3,713	44	44	$8.90
Feb 2026	$377	204	2,886	18	21	$17.96
Jan 2026	$761	472	8,701	34	41	$18.56
Dec 2025	$763	455	8,189	92	109	$7.00
Nov 2025	$766	301	6,983	46	46	$16.65
Oct 2025	$582	190	2,783	0	0	—
Sep 2025	$1,167	402	5,816	0	0	—

📉

Budget has been drastically cut — account is spending ~$25/day vs $200/day budget

Despite a $200/day budget, the campaign only spent ~$391 in the first 15 days of March ($26/day). This is because Google's Maximize Conversions is now optimizing for FORM submissions instead of calls — and form conversion volume is much lower. The algorithm is spending conservatively until it learns the new conversion pattern. This is expected behavior after the conversion change. The account needs 2-4 weeks to recalibrate.

Section 11

Budget Architecture

Every enabled campaign's daily budget — mapped from highest to lowest.

Campaign	Type	Daily Budget	Monthly Potential	Actually Spending?
SJC - Dexcom Search	Search	$300	$9,000	NO — $0/mo
L2S - Focused Search	Search	$200	$6,000	YES — $26/day
L3S - PM Ocala	PMax	$200	$6,000	NO — $0/mo
PMax \| General	PMax	$200	$6,000	NO — just enabled
L2S - Call Focused	Search	$200	$6,000	NO — $0/mo
SJM - Keyword Isolation	Smart	$200	$6,000	NO — $0/mo
SJC - Dexcom Performance	PMax	$170	$5,100	NO — $0/mo
SJM - Blood Glucose	Search	$100	$3,000	NO — $0/mo
Search \| Spanish	Search	$60	$1,800	NO — just enabled
PMax \| Dexcom G7	PMax	$50	$1,500	NO — just enabled
PMax \| Libre 3 Plus	PMax	$50	$1,500	NO — just enabled
PMax \| Sock Promo	PMax	$25	$750	NO — just enabled
Search \| Website Lead Form	Search	$25	$750	NO — $0/mo
PMax \| General Spanish	PMax	$25	$750	NO — just enabled
+ 6 more at $20/day each	Mixed	$120	$3,600	NO

$2,145/day

Total Enabled Budget

$64,350/mo

Monthly Potential

$26/day

Actually Spending

1.2%

Budget Utilization

🚨

$2,145/day budget but only spending $26/day — 1.2% utilization

This is a massive disconnect. Having 20 campaigns enabled with $64K/mo in budget headroom but only spending $780/mo means Google has way too many campaigns competing against each other for a tiny amount of form conversion signal. This is the #1 structural issue. The fix: consolidate down to 2-3 campaigns max, focus all budget there, and let the algorithm learn properly.

Section 12

Performance Max Audit

All PMax campaigns and their asset groups — historical and newly enabled.

L2S - PM Brand Focus Texas (PAUSED — was the biggest campaign)

All-time: $557K spent • 332K clicks • 7,834 all-conversions • $71 CPA
Asset Groups: Asset Group 1 ($259K, 3,409 conv), Asset Group 3 ($195K, 3,063 conv — PAUSED), L3S Ad Group ($104K, 1,362 conv)
Landing pages: libre3systems.com, libre2sensors.com
Networks: 29% Search ($60K), 41% Mixed/Shopping ($43K), 18% Search Partners ($2.2K), 4% YouTube ($381), 4% Display ($375)
Verdict: Was performing well. Could be re-enabled but needs URL update to current landing pages.

L3S - PM Brand Focus Ocala (ENABLED — $761 spent, 0 conversions)

Asset Groups: Asset Group 1 ($494, 0 conv), Asset Group 3 ($267, 0 conv)
Landing pages: libre2sensors.com, libre3systems.com
Verdict: $761 spent with ZERO conversions. Kill this or rebuild entirely.

SJC - Dexcom Performance (ENABLED — $4,574 spent)

Asset Groups: Asset Group 1 ($4,574, 47 conv — $97 CPA)
Bidding: Maximize Conversion VALUE (not conversions)
Verdict: $97 CPA is high. Bidding for VALUE but no clear value differentiator. Switch to Max Conversions.

Newly Enabled PMax Campaigns (ALL $0 spend so far)

• PMax | General ($200/day) — stjosephmedicalcorp.com
• PMax | Libre 3 Plus Specific ($50/day) — libre3plustoday.com/survey-355529 + stjosephmedicalcorp.com
• PMax | Dexcom G7 Specific ($50/day) — dexcomg7today.com/survey-355529 + stjosephmedicalcorp.com
• PMax | General Spanish ($25/day) — stjosephmedicalcorp.com
• PMax | Sock Promo ($25/day) — stjosephmedicalcorp.com
• PMax | FreeStyle Libre 3 ($20/day) — stjosephmedicalcorp.com/freestyle-libre-3/
• PMax | Dexcom G7 ($20/day) — stjosephmedicalcorp.com/dexcom-g7-cgm/
• PMax | Generic Remarketing ($20/day) — stjosephmedicalcorp.com
• PMax | General UPDATED SITE ($20/day) — stjosephmedicalcorp.com
• PMax | General UPDATED SITE Home Page ($20/day) — stjosephmedicalcorp.com

⚠️ 10 PMax campaigns will all cannibalize each other AND the Search campaign

Section 13

Landing Page Strategy

5 domains across the account — which ones work and which need to go.

Domain	Pages	Used By	Verdict
libre3plustoday.com	/ (homepage) /survey-355529 (survey)	L2S Search (main active ads)	KEEP — Primary survey funnel
stjosephmedicalcorp.com	/ (homepage) /freestyle-libre-3/ /dexcom-g7-cgm/	Most PMax campaigns, Display, Our search campaign	TEST — Main site, but survey funnel converts better
dexcomg7today.com	/survey-355529	Dexcom Search + PMax Dexcom	KEEP — Dexcom-specific funnel
libre2sensors.com	/	Paused ads only	OUTDATED — Libre 2 is old product
libre3systems.com	/	PMax Texas (paused), Ocala	REVIEW — Was PMax workhorse but may be outdated

🔗

Landing Page Recommendation

Consolidate to 3 landing pages max:
1. libre3plustoday.com/survey-355529 — FreeStyle Libre funnel (primary)
2. dexcomg7today.com/survey-355529 — Dexcom G7 funnel
3. stjosephmedicalcorp.com — Brand/generic traffic only

Retire libre2sensors.com and libre3systems.com. All PMax campaigns pointing to old domains should be updated.

Section 14

Critical Issues Found

Every problem identified across 5 review passes, ranked by severity.

CRITICAL 20 campaigns enabled but only 1 spending — campaign cannibalization

Having 20 campaigns fight for the same conversions means Google can't learn efficiently. The algorithm gets confused when there are 10 PMax campaigns, 5 Search campaigns, and 5 other campaign types all targeting similar audiences. The result: $2,145/day budget but only $26/day actual spend. Fix: Consolidate to 3-4 campaigns max.

CRITICAL $3,280+ wasted on product-purchase search terms

"sensor", "price", "cost", "receiver", "review" — people searching these are looking to BUY hardware. STJ provides CGM services/prescriptions, not retail hardware sales. Need 25+ negative keywords added immediately. Fix: Add comprehensive negative keyword list (see Section 5).

CRITICAL Only 20.6% impression share — losing 80% of searches

The main campaign captures only 1 in 5 available searches. 36.7% lost to budget, 42.7% lost to rank. With a $200/day budget that's barely being used, this is a RANK problem, not a budget problem. Quality Score and bid optimization needed. Fix: Improve ad relevance, landing page experience, and expected CTR.

HIGH "g7" as a Broad keyword — dangerously generic

"g7" matches G7 summit, G7 countries, Motorola G7, Canon G7, BMW G7, LG G7, etc. This is spending money on completely irrelevant traffic. Fix: Pause "g7" Broad match. Use "dexcom g7" [Exact] or [Phrase] instead.

HIGH "1 855 632 8658" as an Exact keyword — bidding on a phone number

Someone added a competitor's phone number as a keyword. This is either a mistake or an aggressive strategy. Either way, it's wasting money. Fix: Pause this keyword immediately.

HIGH L3S PMax Ocala — $761 spent, 0 conversions ever

This campaign has never generated a single conversion. $761 completely wasted. Fix: Pause immediately or rebuild with better targeting.

HIGH Dexcom Search has support keywords: "customer service", "tech support", "contact number"

People searching these need Dexcom's customer support — they're existing customers, not prospects. Fix: Add as negatives or pause these keywords.

MEDIUM Blood Glucose campaign has contradictory keywords

"stores", "amazon", "apple watch", "what is type 1 diabetes" are keywords in Blood Glucose but negated on other campaigns. If they're bad enough to negate elsewhere, they shouldn't be positive keywords either. Fix: Review and align keyword strategy across campaigns.

MEDIUM SJC Dexcom Performance using Maximize Conversion VALUE

This PMax campaign is optimizing for conversion value, but there's no clear value differentiation between conversion types. Should be Maximize Conversions. Fix: Switch bidding strategy.

MEDIUM libre2sensors.com is outdated (Libre 2 is old product)

FreeStyle Libre 3 Plus is the current product. Sending traffic to a Libre 2-focused landing page is suboptimal. Fix: Redirect all Libre 2 page traffic to Libre 3 Plus page or main site.

Section 15

Recommended Strategy

The complete plan to fix, optimize, and scale this account.

Phase 1: Cleanup (Week 1)

1. Add all 25+ recommended negative keywords at account level
2. Pause "g7" Broad, "1 855 632 8658" Exact, "Diabetes management device", "dex glucose monitor"
3. Pause all support-intent keywords (customer service, tech support, contact number)
4. Pause Ocala PMax (0 conversions ever)
5. Pause all PMax campaigns EXCEPT one consolidated "PMax | General" — too many PMax campaigns fragment the signal
6. Reduce to 3 core campaigns: L2S Focused Search ($200/day), Dexcom Search ($100/day), PMax General ($100/day)
7. Pause ALL other campaigns to let the algorithm focus
8. Verify form conversion tracking is firing properly on all landing pages

Phase 2: Optimize (Weeks 2-4)

1. Wait for Maximize Conversions to recalibrate after phone call removal (2-4 weeks)
2. Add recommended new high-intent keywords (free cgm, cgm covered by insurance, etc.)
3. Test new RSA headlines focused on insurance coverage and eligibility
4. Set up ad scheduling — increase bids during 1 PM - 3 PM peak window
5. Add mobile bid adjustments (+15-20%) based on device performance
6. Consolidate landing pages to 3 (Libre survey, Dexcom survey, main site)
7. Set up Zoho CRM conversions as PRIMARY bidding goals
8. Review search term report weekly and add new negatives

Phase 3: Scale (Month 2+)

1. Once form conversion volume reaches 30+ per month, consider tCPA bidding
2. Gradually increase budget as CPA stabilizes
3. Re-enable PMax with proper audience signals and URL strategy
4. Test Display remarketing for website visitors who didn't convert
5. Consider YouTube ads for CGM awareness (worked before — $381 on YouTube, 3 conversions)
6. Launch Spanish-language campaign with dedicated Spanish landing page
7. Test broad match expansion on proven winners (freestyle libre 3, dexcom g7)
8. Target: $50-$75 CPA per Qualified Prospect, $200-$300 per New Customer

Ideal Campaign Architecture (End State)

Campaign 1: SEARCH | FreeStyle Libre — $150/day → libre3plustoday.com/survey
  Ad Group 1: Brand terms (freestyle libre 3, libre 3 plus, freestyle libre)
  Ad Group 2: Generic CGM (continuous glucose monitor, glucose monitor patch, cgm for diabetes)
  Ad Group 3: Insurance/Free (free cgm, cgm covered by insurance, cgm no cost)

Campaign 2: SEARCH | Dexcom G7 — $100/day → dexcomg7today.com/survey
  Ad Group 1: Dexcom brand (dexcom g7, dexcom cgm, dexcom glucose monitor)
  Ad Group 2: Dexcom comparison (dexcom vs libre, best cgm)

Campaign 3: SEARCH | Brand — $50/day → stjosephmedicalcorp.com
  Ad Group 1: Brand (st joseph medical, st joseph cgm, st joseph medical supply)

Campaign 4: PMAX | General — $100/day → stjosephmedicalcorp.com
  1-2 asset groups max, audience signals: diabetes, CGM, healthcare

Total: $400/day ($12,000/mo) — focused, clean, no cannibalization

Section 16

Prioritized Action Items

Exactly what to do, in order. Do these first.

1. Add 25+ negative keywords at account level

sensor, receiver, reader, buy, purchase, order, price, cost, coupon, discount, promo code, copay, customer service, tech support, contact number, phone number, troubleshoot, error, not working, amazon, walmart, costco, walgreens, cvs, stelo, novo nordisk, apple watch, review, reddit, youtube

2. Pause dead keywords

"g7" [Broad], "1 855 632 8658" [Exact], "Diabetes management device" [Broad], "dex glucose monitor" [Broad], "glucose monitor without pricking" [Broad], "will medicare pay for freestyle libre" [Broad], all support-intent keywords in Dexcom campaign

3. Consolidate to 3-4 campaigns — pause the rest

KEEP: L2S Focused Search, SJC Dexcom Search, 1 PMax General. PAUSE everything else. The algorithm needs focused signal, not 20 campaigns splitting conversions.

4. Set Zoho CRM conversions as PRIMARY

Qualified Prospect, Eligible Prospect, and New Customer should be set as primary bidding goals. These are the conversions that actually map to revenue. The algorithm should optimize for CRM-qualified leads, not just form submissions.

5. Update all PMax landing pages

Replace libre2sensors.com and libre3systems.com URLs with libre3plustoday.com (for Libre traffic) or dexcomg7today.com (for Dexcom traffic). These old domains may have slow load times or outdated content.

6. Test new ad copy with insurance/free angle

Add headlines: "$0 Out of Pocket CGM", "Covered By Most Insurance", "Check Eligibility in 60 Seconds", "Medicare Approved CGM System". These address the #1 concern: cost.

7. Add new high-intent keywords

"free cgm", "how to get free cgm", "cgm covered by insurance", "cgm for type 2 diabetes", "libre 3 starter kit", "dexcom g7 cost with insurance", "best cgm for diabetes"

8. Set up ad scheduling bid adjustments

Increase bids +15% during 1 PM - 3 PM PST (peak conversion window). Decrease bids -10% during 4-5 PM (low conversion slot).

9. Monitor for 2-4 weeks post-conversion-change

The shift from phone calls to forms will cause a learning period. Expect lower reported conversions but higher QUALITY conversions. Don't panic at lower numbers — the Zoho CRM pipeline is what matters.

10. Weekly search term review

Every Monday, pull the search term report and add new negatives. This is an ongoing maintenance task that prevents waste from accumulating.

St. Joseph Medical Corp

What's Inside This Deck

Account Health Overview