Case Study
Nephroplus
How We Helped NephroPlus Drive High-Intent Dialysis Bookings Using GMB and Call-Only Ads — Across 290+ Local Catchments
NephroPlus is India’s largest dialysis network with 290+ centers across the country. While their brand was trusted and well-known, many of their centers still faced hyperlocal demand gaps — especially from families in urgent need but unaware of nearby availability. The issue wasn’t awareness; it was activation at the point of local, time-sensitive search.
Key Business Challenge
Build a cost-efficient lead engine across 290+ locations using GMB and Call-Only ads — not just for visibility, but for direct, center-wise intent capture.
Before Launching GMB + Call Ads, We Diagnosed
Why Urgency Wasn’t Translating to Action
Discovery Wasn’t Geo-Mapped
Users searching “dialysis center near me” often ended up on aggregator listings or lesser-known providers, because GMB presence wasn’t actively supported with paid.
Clicks ≠ Calls
Traditional search ads were driving traffic, but not translating into booked consultations or center calls — especially among older caregivers who preferred direct human contact.
No City-Specific Funnel Control
All regions were treated equally in performance logic — but metro vs Tier 2 urgency patterns and competition environments were dramatically different.
From Search Impressions to Phone-First Conversions
We Engineered a High-Intent Call Funnel Built for Urgency
Call-Only Ads by Center Catchment
Created over 200 distinct call-only campaigns, each geo-fenced to 5–10 km zones around high-potential centers. Bidding logic optimized not for impressions, but call connection rate.
GMB Post Amplification + CTA Sync
Amplified active GMB listings via location extensions + direct call CTAs (vs site visits). Campaigns emphasized “Nearest Dialysis Now” and “Call to Confirm Bed Availability”.
#ROI
Strategic Framework
We moved away from generic lead gen and instead built catchment-wise performance playbooks across GMB and Call-Only formats — customized to how people actually seek care.
Time-Slot Based Bid Modifiers
Dialysis calls spiked in particular time slots in Tier 1s and Tier 2s — so campaigns were throttled accordingly to increase reach at urgency peaks.
Geo Budgeting by Medical Infrastructure Gaps
Cities with fewer alternatives (e.g., Varanasi, Guntur) were prioritized for higher visibility, as user urgency converted faster in low-option regions.
We didn’t sell dialysis. We sold “available now near you”. Every campaign was tuned to the language and decision-making pattern of families in urgent care mode — no landing pages, no delays. Just calls to centers who could pick up and help.
Within 6 Months of Launch
Here Were Our Results
In Bhopal, a revised campaign that added “First Dialysis Free at Our Center” to the GMB CTA led to a 7x spike in call volume, and became the template for similar incentives in Tier 2 cities with low footfall but high search activity.
Our Learnings
We Don't Just Run Campaigns
We Build Geo-Precision Lead Gen Engines.
Call-Only ads are not outdated — they’re frictionless UX for real-life urgency.
GMB isn’t SEO — it’s your digital front desk in 200+ cities, and needs media weight.
Location extensions mean nothing without geo-aware copy and call CTAs.
Time-of-day intent modifiers matter more in healthcare than budget shifts.
For us, healthcare performance is not about traffic — it’s about getting someone to the right place, at the right time, without making them think twice.