Boosting B2B Lead Generation for MTBC with Precision Google Ads Strategy

Client Overview

  • Brand Name: MTBC (Medical Transcription Billing Corp), now CareCloud
  • Industry: Healthcare IT, Medical Billing, Practice Management
  • Region: United States (Global Operations)
  • Website: carecloud.com

MTBC is a leading healthcare technology company offering medical billing, revenue cycle management (RCM), telehealth, and electronic health records (EHR) to healthcare providers and medical practices.

🧩The Challenge

Operating in a highly competitive B2B niche, MTBC faced several digital marketing hurdles that were limiting their paid acquisition effectiveness:

  • Expensive cost per lead (CPL) in the medical billing & EHR industry
  • Non-converting traffic from broad-match and irrelevant clicks
  • Lack of tailored messaging for different service segments (RCM, EHR, Telehealth)
  • Low lead-to-MQL (Marketing Qualified Lead) conversion rate

MTBC needed a focused Google Ads strategy that could generate qualified leads at scale, without inflating acquisition costs.

🔧 My Google Ads Strategy

As the PPC lead for MTBC, my responsibility was to design, execute, and optimize performance campaigns across multiple Google channels — including Search, Display, and Retargeting — with the objective of maximizing qualified lead flow while keeping CPL within target.

1️⃣ Segmented Keyword Targeting & Funnel Alignment

I broke down campaign structure by service line:

  • Medical Billing
  • Revenue Cycle Management (RCM)
  • Electronic Health Records (EHR)
  • Telehealth Software

Each ad group used high-intent keywords like:

  • “best medical billing services for practices”
  • “RCM software for small clinics”
  • “HIPAA compliant telehealth platforms”
  • “EHR system for private practices”

✅ Used phrase + exact match keywords
✅ Built negative keyword lists to exclude irrelevant search traffic
✅ Adjusted bids based on conversion likelihood by segment

2️⃣ B2B-Focused Ad Copy & Extensions

Created tailored, conversion-oriented ad copy for each vertical. Examples:

“Get Paid Faster. Streamline Your Revenue Cycle Today.”
“Cloud-Based EHR for Private Practices. Free Demo Available.”

Included extensions:

  • Sitelinks (Product Pages, Case Studies, Pricing)
  • Callouts (HIPAA Compliant, U.S.-based Support, No Setup Fee)
  • Lead Form Extensions (on mobile)

3️⃣ Landing Page & Funnel Optimization

Collaborated with MTBC’s in-house dev team to test and refine landing pages:

  • Added live chat and sticky CTA bars
  • Created separate landing pages per service vertical
  • Used client logos, case study highlights, and security badges for trust

4️⃣ Retargeting & Display

  • Used Google Display Network to retarget visitors who didn’t fill out forms
  • Display creatives emphasized free consultations and EHR product demos
  • Focused on LinkedIn-style audiences (healthcare professionals, clinic owners)

📈 The Results

Within 60 Days:

✅Cost Per Lead (CPL) (from $190 to $96).
✅Lead-to-MQL Conversion Rate (from 21% to 38%).
✅ Monthly Qualified Leads ( from ~110 to ~260 )
✅ CTR (Search Campaigns) (from 3.4% to 6.1%).

💬 Client Testimonial

“The quality and volume of our leads improved dramatically. The structure, targeting, and continuous optimizations helped us better connect with serious prospects — especially for our RCM and EHR services.”
— Digital Marketing Manager, MTBC

🧠 Final Thoughts

In industries like health tech where competition is steep and clicks are costly, smart segmentation and ad personalization can be the difference between just traffic and qualified, revenue-driving leads.

🚀 Want Results Like This?

If you run a healthcare tech, SaaS, or B2B service business and want performance marketing that delivers qualified leads, let’s connect.

Let’s replicate these results for you.

👉 [Book Your Free Google Ads Audit]
“Discover how to attract loyal patients—without competing on price.”