Sunshine Community Health Center

• Health
• 14. 03. 2025

About

Sunshine Community Health Center is a nonprofit, patient-centered medical home serving rural communities in Alaska. Committed to delivering affordable, accessible, and high-quality healthcare, the center plays a vital role in supporting the well-being of Northern Valley residents. Through comprehensive medical services, outreach initiatives, and education programs, Sunshine Community Health Center continues to bridge healthcare gaps and promote long-term community wellness.

• Website: Sunshine Community Health Center
• Location: Alaska, United States
• Cooperation period: October 2020 – ongoing

Marketing Goals

• Spread the awareness about Sunshine Community Health Center’s mission and services.
• Increase the volume of online appointment bookings.
• Increase the volume of contact initiations (via phone and email).

Initial Situation

In 2020, Sunshine Community Health Center’s marketing manager sought our expertise in managing their Google Ad Grants. Acknowledging the challenges of operating in a sparsely populated region, they recognized that setting up and, more importantly, optimizing their campaigns for success would be difficult without professional support. That was the moment our team stepped in with the idea to help maximize their account performance, ensuring greater outreach and engagement within their community. With extensive experience managing health centers across the United States, our agency eagerly took on the challenge. Given that their account was a blank slate, we had to build their campaigns from the ground up.

Results Of Our Intervention

Campaign Structure Creation

Our first steps led to analyzing their website and reviewing the onboarding questionnaire they completed. This allowed us to gain a clear understanding of their goals, target audience, and key services. Based on these insights, we designed a campaign structure proposal tailored to their specific needs which looked as follows:

Example campaigns:

• Brand
• Dynamic
• Pet Lovers
• Shelter
• Adoption – Dog
• Adoption – Cat
• Food Pantry
• Donate – Money
• Donate – Items

Ad Copy Proposal

Just like with any other client, the next step was to craft ad copies that effectively conveyed the organization’s mission while capturing the attention of as many people as possible – an especially important factor given their location. Once the initial drafts were in place, they were sent to the client for review. After incorporating any necessary refinements and getting the green light, the ads were set in motion. However, those familiar with our approach know that launching ads is just the beginning of the process. To truly strike a chord with the target audience, we keep a close eye on performance, making necessary tweaks and refinements along the way. Ongoing optimization is key, and by leveraging insights from Google’s Recommendations section, we always fine-tune messaging to drive better results over time.

Below you may find one of the ad copies that was marked as excellent in terms of its performance:

• Headline 1: Sunshine Health Center
• Headline 2: Clinics In The Mat-Su
• Headline 3: High-Quality & Affordable Care
• Headline 4: sunshineclinic.org
• Headline 5: Keeping Our Community Healthy
• Headline 6: Quality Family Health Care
• Headline 7: Community Health Center
• Headline 8: Health Center In Talkeetna, AK
• Headline 9: Experienced Professionals
• Headline 10: Convenient Locations Near You
• Description line 1: Community Health Center In The Mat-Su. Schedule Your Appointment Today!
• Description line 2: Quality Primary Care, Dental, Pediatrics, Behavioral Care & More. Call Us Today!
• Description line 3: Family medicine to help you and your family be strong, happy and healthy
• Final URL: https://www.sunshineclinic.org/

Here’s an example of one ad copy variation including sitelink, call and location extension:

Conversion Tracking Implementation

After launching the campaigns, the account initially struggled to gain traction due to low search volume. One of the main factors that contributed to the campaigns ramping up was conversion tracking configuration.

Our clients have the flexibility to choose between a basic or advanced conversion tracking setup. To provide a glimpse into what this entails, a basic setup includes only basic engagement conversions, such as session duration or pages visited per session. While this meets the requirements for program compliance, it offers limited insights.

That’s why we strongly encourage our clients to opt for the advanced setup. This configuration goes beyond basic engagement metrics by tracking click-based conversions, such as clicks on donation buttons, contact forms, whitepaper downloads, and other. Clients who implement an advanced conversion setup not only utilize the grant more effectively but also benefit from significantly better-optimized campaigns, leading to improved performance and higher engagement.

Since Sunshine Community Health Center aimed to maximize the impact of their campaigns, they chose the advanced setup, allowing for more precise tracking and optimization.

Conversion actions tracked on their website included:

• Pay My Bill Link Click
• Join Our Team Link Click
• New Lead
• Session duration > 120 seconds
• Session duration > 60 seconds

Key Performance Highlights

The account’s performance has fluctuated over the years, making it challenging to fully utilize the grant. One of the most impactful strategies we implemented was identifying high-performing and trending keywords and providing them to the client for content development. By enhancing the relevance of their website content, we significantly improved ad visibility, leading to more frequent appearances on the search engine results page (SERP).

Below you may find the 2024 results overview of the account.

The way forward

Sunshine Community Health Center has been a long-standing client, and our collaboration continues to evolve. Throughout our cooperation, we have had multiple discussions on potential improvements. One of the key strategies we identified for maximizing their campaign effectiveness is shifting focus toward more generic keywords while also developing content around various medical conditions and diagnoses. Another option would be opting for commercial campaigns.

Conclusion

Through a strategic and data-driven approach, our collaboration with Sunshine Community Health Center has significantly enhanced its online presence, expanded outreach, and improved campaign performance. By utilizing advanced conversion tracking and supplying keyword lists for content development and promotion, we have helped them maximize their Google Ad Grants potential.

Despite initial challenges, our ongoing optimization efforts have led to increased visibility, higher engagement, and higher utilization of their grant funds. As we continue working together, we remain committed to exploring new opportunities for growth. Our cooperation demonstrates how the right expertise can ensure long-term success in reaching and serving their community.

If you are a health center struggling to make the most of your Google Ad Grants, feel free to reach out to our team at AboveX Digital, we’re here to help.