WhatClinic
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.
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.
