Sentinel Imaging Case Study

Discover how we helped Sentinel Imaging lower their CPC by 29% and boost traffic & conversions from SEO and Google Ads in only 5 months!


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About Sentinel Imaging

Sentinel Imaging offers advanced medical imaging technology and services for over 20 years and have served over 1,700 customers. They specialize in diagnostic equipment for healthcare professionals, featuring top products like BK Medical systems. When they came to us, they had been doing most of their marketing, including SEO and advertising internally for years and needed a fresh set of eyes to optimize their digital marketing strategy. 

The Challenge

Sentinel Imaging’s digital marketing efforts were initially handled internally, which led to several challenges. Their approach to Google Ads was marked by a lack of maintenance and optimization. This resulted in campaigns filled with low-volume keywords and led to ineffective ad performance. Additionally, many of their ad campaigns were pointing to non-existent landing pages, causing a majority of the ads to be disapproved. Unfortunately, these issues went unnoticed for a long time, causing a decline in the quality of leads and overall ad traffic.

In terms of SEO, Sentinel Imaging’s website faced several technical difficulties. The URL structure of the site was not optimized, which made it difficult for search engines to crawl and index the pages effectively. Furthermore, the absence of essential tracking tools like Google Search Console (GSC) and Google Analytics 4 (GA4) meant that there was no effective way to monitor site performance or user engagement. This lack of SEO optimization resulted in minimal organic traffic.

The Strategy

To enhance Sentinel Imaging’s online presence, our strategy involved targeted actions in both SEO and Google Ads:

SEO Improvements:

  • Overhauled URL structure for better search engine recognition.
  • Resolved internal linking and addressed orphan/duplicate page issues.
  • Enhanced website content for relevance and engagement.
  • Optimized image sizes and added alt texts for improved SEO performance.

Google Ads Revamp:

  • Set up conversion tracking using Google Analytics 4 via Google Tag Manager.
  • Created new ad campaigns focusing on relevant, high-volume keywords.
  • Emphasized BK Medical brand in the campaigns.
  • Introduced search campaigns paired with remarketing efforts to attract new visitors and re-engage past website users.

These steps were designed to not only improve website traffic but also to ensure better engagement and conversion rates.

The Results

In just five months of our strategic digital marketing efforts, Sentinel Imaging saw remarkable improvements. 

Initially, there was a slight dip in SEO metrics, with impressions, clicks, and user engagement experiencing a modest decrease. However, we were still laying the groundwork for long-term success and this was simply a transition phase. The results after five months were outstanding. 

  • SEO impressions and clicks only saw a mild increase by 26.2% and 18.2% respectively. However, user engagement improved significantly, and conversions increased by 154.2% (averaging over 120 conversions per month after 5 months) as we were attracting better quality organic traffic to the website.
  • In Google Ads, we achieved a massive rise in impressions and clicks, with primary conversions jumping to 104 (compared to only 8 during the month before we started working together). The cost-per-click (CPC) also decreased to $4.08 (from $5.75 initially), enhancing the campaign’s efficiency and the number of website users coming from ads more than doubled.

It is important to underscore the significance of these conversions as one system sale could be upwards of $20,000.

Our strategies not only reversed the initial downtrend but also propelled Sentinel Imaging’s digital presence to new heights, showcasing our agency’s expertise in delivering impactful results.

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