A system that runs our ailment-category acquisition end-to-end — landing pages, Google & Meta campaigns, lead handling — and continuously reallocates money toward what actually produces procedure margin. People stay in charge of medicine, claims, and strategy. The machine handles the daily grind of optimization.
Our campaigns are steered by cost-per-lead, because that's where the ad platforms' visibility ends. Everything that decides whether a lead was worth buying happens afterwards — in calls, clinics and invoices — and none of it flows back into the buying.
Two keywords with identical CPL can differ 4–5× in procedures produced. Today they look identical in every dashboard we steer by.
Procedure revenue and cost sit in CRM and finance systems, disconnected from campaign IDs. "What margin did this ad group make?" is a manual project.
Each new ailment needs a page, copy, keywords, tracking and compliance review — coordinated by hand, every time.
What works lives in people's heads and old decks. When a person moves on, the learning goes with them.
Bidding, budgets and creative choices are tuned to whatever makes leads cheap — including leads that never pick up the phone.
Every completed procedure, no-show and junk lead is traced back to the exact keyword, ad, audience and page that produced it — and the next day's bids, budgets and creatives move accordingly.
This is the whole system on one diagram. Three stages are machine-run, one belongs to people, one is shared bookkeeping. The centre is the only number the machine is allowed to chase.
Illustrative numbers · bar widths compressed for readability · targets set per ailment category
Same CPL, 4.5× difference in what the business earns. Today both keywords look identical, so budget splits evenly. In the loop, money migrates to B automatically — and A gets a cheaper page-and-nurture treatment instead of premium bids.
Bid targets tuned to margin, not lead count — nudged daily within bounds.
Money flows to the campaign, channel and city with the best next-rupee return.
Winning angles scale, tired ones retire, new variants enter through review.
Converting queries promoted; junk intent ("free", jobs, DIY) blocked.
Headlines, proof blocks and forms tested continuously; winners become defaults.
High-value leads reach agents in minutes; contact timing learned per segment.
Monthly scale / fix / kill view per category and city — decided by people.
This is health advertising in India. The rules aren't a checklist at the end — they're built into what the system is physically able to do.
Google lets advertisers feed real downstream value (our procedure margin) back into its bidding — so on Google, the loop runs end-to-end inside the platform's own optimizer.
Meta now restricts health advertisers from optimizing on downstream events like bookings. So on Meta we capture leads inside the platform's own lead forms, and the downstream optimization — which ads and audiences produce margin — happens in our system, using our CRM truth. Different plumbing, same loop.
Non-negotiable guardrail: zero ad-policy strikes and regulatory complaints. A system that earns more by cutting corners has failed.
Track every rupee from click to procedure margin for 2–3 pilot ailments. Manually-run campaigns; the system watches and reports.
ObserveMargin values start steering Google bidding. The system recommends budget, bid and keyword moves; people apply them.
RecommendOne-click apply with approval trails. Page and ad testing runs at scale from pre-approved blocks. Page factory live.
Approve & applyRoutine optimization is automated within caps. People steer strategy, medicine, money — and review everything it did.
Auto, bounded| Team | What we're asking for |
|---|---|
| Marketing | Pick pilot categories; agree to keep a 10–15% human-managed control slice so we can measure the machine honestly. |
| Medical & Legal | Own the approved-claims library and a review turnaround of under one business day. |
| Lead Ops | Coded outcome on every call (no free-text-only), first call within 5 minutes of lead creation. |
| Finance | Sign off one margin formula per procedure type; supply revenue & cost within a week of each procedure. Set caps. |
| Clinic Ops | Appointment capacity signals per city — so we never buy demand a clinic can't serve. |
| Tech / Data | CRM and tracking integration in Phase 0; this is the critical path. |
2–3 categories that are legally clean, have real margin, and short-enough procedure cycles to learn fast.
Which cost lines count (doctor payout, consumables, facility)? Finance owns the formula; everything optimizes to it.
Which CRM, and in-house vs. outsourced calling — this decides how clean our outcome data is.
Margin-ROAS target per category and the monthly spend ceiling the system operates under.
One site vs. per-ailment microsites — this changes how exposed we are to Meta's health-advertiser restrictions.
Endorse the phase ramp (Observe → Recommend → Approve → Bounded auto) and who holds the kill switch.