WhatClinic.com
2020-2023
Digital Marketing, Advertising
€ 351,000
WhatClinic connects patients worldwide with trusted clinics through their platform, whatclinic.com. While they were already running Google Search campaigns successfully, they wanted to expand their reach — especially in the US — and grow traffic and enquiries without increasing the cost per conversion. They needed a new performance channel that could scale efficiently.
Grow search visibility beyond Google Search and drive additional traffic and conversions to the website, with a minimum ROAS of 105%.
I launched Microsoft Ads as a new search engine channel to complement their Google campaigns. Microsoft Ads (Bing) offered strong reach, particularly in the US — a key market for WhatClinic:
📊 Microsoft Search holds ~4% global and ~7.5% US search engine market share across all devices
📊 In the US, Microsoft covers ~17% of desktop search traffic
Source: Statcounter
I mirrored top-performing campaigns from Google and adapted them for the US audience — adjusting pricing, keywords, and messaging. Special focus was placed on cross-border medical travel, such as US patients searching for dentists in Mexico or cosmetic procedures abroad.
I built the Microsoft Ads account from scratch, focusing on a clear and scalable structure. My approach was based on:
“Treatment × Location”
combining specific treatments with locations patients were searching for. For example: "Dental Implants in Tijuana".
This let me target users with highly relevant ads, whether they searched for something broad like “Dentists in Mexico” or specific like “Tooth Extraction in Tijuana.” I created hundreds of tailored ad groups to cover all combinations, and scaled the campaigns step by step while keeping performance strong.
Key steps:
🛠️ Created a brand new Microsoft Ads account, aligned with and supplementing Google's Search structure
🧩 Built a detailed campaign setup based on a “Treatment × Location” structure
🎯 Created hundreds of ad groups to target specific procedures and locations
🌍 Covered multiple markets, from broad treatments to niche local services, optimizing for both desktop and mobile
📊 Continuously tested and optimized, scaling spend and reach while maintaining efficiency and hitting ROAS targets
✅ €351K spent → €411K revenue generated over 3 years
✅ 4.5× revenue growth
✅ ROAS reached 120%
📈 Year-by-year performance:
2020: €50K spend ➡️ €51K return (104% ROAS)
2021: €109K spend ➡️ €129K return (119% ROAS)
2022: €192K spend ➡️ €231K return (120% ROAS)
🎯 Microsoft Ads became a reliable, high-performing channel, helping WhatClinic scale their presence and revenue beyond Google.
