DNA Testing Lab — 382 Google Ads conversions a month

Project overview

A DNA testing laboratory with two very different kinds of demand. One audience searches for informational and peace-of-mind tests — price-sensitive, high volume. The other needs court-admissible legal DNA testing — few searches, expensive clicks, and a client who cannot afford to pick the wrong lab.

Treating those as one campaign would average both into mediocrity. We split them.

What we did

• Separated the account into two campaign clusters by search intent: volume (informational testing) and high-stakes (legal / court-admissible testing)
• Built tightly-themed ad groups so every ad answers the exact query — no generic “DNA test” catch-alls
• Wired conversion tracking to forms and calls, so both campaigns optimize toward booked tests rather than clicks
• Managed bids per cluster: automated bidding where volume gives the algorithm data, manual control where every click costs $9.76

The result — last 30 days

The volume campaign turned $363 into 263 conversions at $1.38 each — 1,960 clicks converting at 13.4%.

The legal campaign is the opposite shape and just as healthy: 476 expensive, high-intent clicks converting at 25% — every fourth visitor becomes an inquiry at $39.05, a fraction of what a legal-testing client is worth.

Combined: 382 conversions in 30 days across 2,436 clicks.