Lowering Hola Health's Google Ads Acquisition Cost by 40%

Client: Hola Health

Regions: United Kingdom

Services: Paid Search, Paid Social, Creative Production, Landing Pages, Organic Social

Key Achievements:

Google Ads cost per acquisition down 40% as monthly spend grew 65%
Monthly Google Ads conversions up from 113 to 308
Click-through rate up from 1.64% to 4.72%

Introduction

Hola Health is an online doctor service that began in Australia and launched in the UK in 2025. Through its UK website, people can request a sick note, a fit-to-fly or fit-to-work certificate, or a travel letter for their medication, without visiting a surgery.

Each request is reviewed by a GMC-registered doctor and the document is sent straight to the patient’s phone or inbox. In Scotland, Hola Health also offers video consultations with a GP.

Challenges

Hola Health came to us in October 2025 to grow its UK business across Google, Meta, creative and organic social. Its Google Ads account relied on a small number of broad campaigns, in a category where larger, better-funded competitors bid on the same searches. The task was to bring down the cost of each order so that spend could grow on a sound footing.

Strategic Approach

From October 2025, we focused on:

A search account built around each service:
In our first weeks we replaced the inherited campaigns with search campaigns split by what people were looking for: sick notes, fit-to-fly and fit-to-work certificates, brand searches, competitor searches and, in Scotland only, GP consultations. We then trimmed irrelevant search terms every week and set cost-per-acquisition targets campaign by campaign.
Dedicated landing pages:
We built landing pages for paid search traffic, each matched to a single service and showing the price on the button, and split-tested them against the existing website pages.
Clear copy for a regulated category:
Healthcare advertising is closely restricted, so we wrote ads that describe the service plainly, kept GP consultation ads within Scotland where the service is offered, and worked with Google’s policy team to keep ads serving.
Creative for the moments people need it:
We launched Meta campaigns in late 2025 and produced creator videos, motion ads and statics around real situations: a sick note for work, a certificate during exam season and a fit-to-fly certificate before a trip. On organic social, we moved Hola Health towards practical, educational content.

Performance Highlights

Lower Google Ads Cost per Acquisition

0 %

Higher Google Ads Click-Through Rate

0 %

Ad Concepts Signed Off

The Google Ads figures below compare August and September 2025, before we took over the account, with January to March 2026, after our new structure had settled in. January to March is the busiest season for sick notes, which helped.

Lower cost per acquisition: Google Ads cost per acquisition fell 40%, while average monthly spend rose 65%.
More orders each month: Google Ads conversions rose from an average of 113 a month to 308 a month across the same two periods.
More relevant traffic: Click-through rate rose from 1.64% to 4.72% and average cost per click fell 29%, as spend moved from broad campaigns into tightly themed search.
Landing pages that convert: In its first week of testing, our dedicated sick note landing page converted at 8.3%, against 4.1% for the original page.
A library of approved creative: Hola Health signed off 15 ad concepts from us for Meta and Google, from creator videos to motion ads and statics, each with several hooks and formats.

Conclusion

Hola Health now has a UK search account organised around the services people search for, landing pages of its own and a library of approved creative. We continue to manage its UK paid media and are preparing the account and a refreshed set of creative for the winter season.

This project drew on our search marketing, paid social, video and motion design and organic social services. See more of our work.

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